A groundbreaking global study has just revealed a game-changer in retail advertising—convenience stores may be the secret weapon for brands looking to make a lasting impact.
New research from the Co-op Media Network (CMN), in partnership with eye-tracking specialists Lumen Research, shows that ads placed in convenience stores don’t just get noticed—they generate four times more brand recall than those in larger stores. The findings indicate that shoppers in smaller stores experience twice the visibility, triple the attention, and significantly stronger recall of advertising messages.
For years, in-store advertising has been seen as a tool for quick promotions, primarily focused on last-minute purchases. But this research challenges that idea, proving that retail media—especially in convenience store settings—can be a powerhouse for long-term brand-building.
Why Convenience Stores Work for Advertising
So, what makes convenience store advertising so effective? According to the study, it comes down to the unique shopping experience. Unlike massive supermarkets, where shoppers often stick to predetermined routes, convenience store customers navigate smaller, more condensed spaces, leading to repeated exposure to advertising throughout their visit. The mix of different product categories in a confined area also means shoppers encounter a diverse range of ads in a short span of time.
To put this to the test, researchers equipped shoppers with eye-tracking glasses as they completed a BBQ shopping trip at both small and large Co-op stores. These glasses tracked exactly what shoppers looked at, for how long, and how their eyes moved around the space. Afterward, participants were quizzed on what brands they remembered seeing.
The results were striking: not only did smaller stores drive more attention and recall, but they also outperformed traditional advertising channels like out-of-home billboards, online display ads, and even social media. In fact, the study found that retail media was the second most effective channel for brand recall, second only to television.
The Power of Repetition and Attention
Mike Follett, CEO of Lumen Research, explains why this works. “Attention drives action,” he says. “In smaller stores, shoppers revisit aisles multiple times, encountering the same ads over and over. That repeated exposure builds memories, which ultimately shape consumer awareness, consideration, and intent.”
Kenyatte Nelson, Chief Membership & Customer Officer at Co-op, believes this research marks a turning point for retail media. “Traditionally, in-store advertising was seen as a short-term sales driver,” he says. “But now, we have clear evidence that it’s also one of the most powerful tools for long-term brand growth. Convenience store media isn’t just about last-minute decisions—it’s a major opportunity for brands to make a lasting impression.”
A New Era for Retail Advertising
This study signals a major shift in how brands should approach advertising. Rather than viewing in-store ads as purely transactional, businesses may want to rethink their strategy and consider convenience stores as high-impact brand-building platforms.
With shoppers visiting convenience stores more frequently and engaging with ads in a way that surpasses traditional media, the takeaway is clear: in today’s crowded marketing landscape, small-format retail could be the key to big brand success.