By analysing 53 retail media campaigns from 2008, abc media group calculate an average sales uplift of 21%.

Typical campaigns include in-store radio, screens, store point of sale and membership communications.

This is based on EPOS sales during the campaign period measured against control stores. The sales uplift continues at an average of 9% into the next campaign period when the media is no longer in place.

The uplift varies by media channel with multi-channel (a mix of radio, digital screens and Point of Sales) performing best.

As Ateh Bortier, data analyst at abc media points out, there are several factors that influence results; ‘Product distribution and volume are important, a high volume product will inevitably have a lower percentage growth than a relatively low volume new one, but the incremental volume can still be significant. Timing can be key, channels like radio and screens can be adapted very quickly and we have seen some remarkable results from campaigns that relate to the weather, the news and PR.’