In a world where digital dominates, the real battleground for brands is somewhere unexpected: the physical store. With so much attention on online advertising, are we overlooking the power of in-store engagement? A recent study from Co-op Media Network and Lumen puts the spotlight on just how impactful in-store media can be - and the results are eye-opening.

The "Small Store Advantage" - A Hidden Brand Building Gem

Retailers and brands have long understood the value of in-store point-of-sale advertising to influence product decisions whilst shoppers have high purchase intent. But until now, measuring true consumer attention of the advertising in physical retail stores has been a challenge.

Enter Lumen, a leader in attention measurement, whose research with Co-op Media Network has delivered undeniable proof: in-store advertising isn’t just a flash in the pan media channel - it captures strong attention that generates long-term mental availability, which builds brands.

The study used cutting-edge eye-tracking technology to analyse how shoppers interact with in-store media across a variety of store formats.

The findings? Small-format convenience stores generate 2x the visibility for branded in-store media, 3x more attention per 1,000 shoppers (APM), and an impressive 4x increase in brand recall compared to large-format stores.

This "small store advantage" proves that convenience stores are more than just transactional spaces - they are high-impact media environments where brands can thrive and grow.

From Awareness to Action

Unlike digital ads, where users are bombarded with out-of-context distractions, in-store media holds a unique advantage: it reaches consumers when they’re in buying mode.

We recall car ads better when we are buying a car, we recall insurance ads better when we are buying insurance, and we recall grocery ads better when we are buying groceries.

Attention matters. Context matters. All stores have both, but small stores are supercharged in attention because of the differences in convenience retail.

The Lumen study found that customers exposed to in-store advertising in smaller format stores were significantly more likely to recall the brand and convert that awareness into action at the till.

In fact, in-store branded ads in convenience stores achieved an attention duration (1.0 sec) comparable to social media and out-of-home advertising, with brand recall uplifts of up to 7% and brand choice uplifts of 2-4%. Brand impacts that surpassed the other traditional digital and offline advertising channels Lumen has data on (with the exception of online video).

Rethink Retail Media

Retail media networks (RMNs) have traditionally focused on digital placements. 90% of global retail media spend (predominantly driven by ‘sponsored search’), but this study stresses the need for a more holistic approach.

The future isn’t just about online targeting - it’s about integrating physical and digital to create seamless, data-driven experiences that influence purchasing decisions at every touchpoint.

For years, in-store media has been seen as just a last-minute sales driver. This study proves otherwise - especially in convenience stores, where the compact format and unique shopper mindset supercharge attention.

The message from Co-op Media Network and Lumen is clear: don’t underestimate the power of in-store advertising. Because when it comes to capturing real attention, the store floor is still one of the most valuable spaces in media today.