The Co-operative Group is claiming a rise in sales of 25% for promotions advertised via in-store media such as radio and shelf barkers.

Research for the mutual claimed sales in its food stores were boosted by more than £13m over a two-year period as a result of retail media communications.

Radio boosted sales by £5.3m, the study found, while shelf talkers which generated an additional £4m. Activities such as sampling, till screen adverts and direct mail accounted for a further £4.1m.

“These results confirm that in-store media is extremely cost-effective,” said The Co-op’s commercial marketing chief, Susan Beetlestone.

“Retail media is an emerging route to market versus the more traditional channels such as TV and press campaigns.”

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