Co-op convenience retail media research highlights shopper behaviour across store size formats

A new study flags how shopper behaviour differs across small and large store formats, highlighting the importance of retail media in a convenience setting to influence purchasing decisions.

Research from UK convenience retailer Co-op’s media network, CMN, in partnership with consultancy Trinity McQueen, suggests that most convenience store shoppers are led by mission-based behaviour - e.g. ‘something for dinner’ or ‘I’m thirsty’ - without a plan to purchase a specific product or brand, underestimate how much they will buy, are more committed to making a purchase and are more open to guidance from in store advertising campaigns.

CMN and Trintiy McQueen ran a combination of accompanied shops and post-purchase interviews in three large and three small Co-op stores to understand the psychology and habits of shoppers across both formats.

68% of shoppers visit a convenience store with no set list - written or mental - and shop with a mission or need in mind, e.g. ‘something for breakfast’ or ‘I’m hungry’. The large store data showed the opposite pattern, with more planning, stronger intent and less behavioural flexibility when shopping. Importantly, this research indicates that customers in a convenience setting have a stronger reliance on in-store prompts, such as retail media, to guide their decision making.

Furthermore, the research uncovered that shoppers in smaller convenience store formats underestimate how much they will purchase on their trip, with many customers picking up a basket mid-shop after selecting more products than initially planned. Small formats were also highlighted as prime locations for brand discovery, with shoppers expecting to see choices that are new and different. 

The data also revealed that the first brand or product a shopper sees in store largely influences their final purchase, reinforcing the importance of brand visibility at fixture in smaller formats. This insight challenges that current assumption in marketing strategy that brands appear in the minds of consumers as the need for a shop visit arises, e.g. ‘I feel hungry, I’m going to purchase X brand’. Instead, it suggests that most of the time brand selection happens during shopper’s experience in-store.

Finally, the study suggested that shoppers are more committed to making a purchase in small stores. Convenience formats have a captive audience and 88% of shoppers will complete their mission in-store and purchase a substitute product if their planned product is not available, rather than seeking other options elsewhere.

Kenyatte Nelson, Chief Membership & Customer Officer at Co-op, says: “Convenience is different and this new behavioural study further supports the importance and influence of small store advertising campaigns. We take pride in our expertise in convenience, enabling us to effectively understand the needs of our shoppers and significantly enhance the ROI for the brands that partner with Co-op Media Network.”

Becki Jarvis, Research Director, at Trinity McQueen, says: “Our behavioural study with Co-op shows that convenience store shoppers arrive with fewer fixed plans, greater openness to persuasion, more willingness to experiment and a stronger reliance on in-store to guide their decisions.”

“The result is higher levels of brand switching, trial and unplanned spend. What brands can do is influence behaviour in the moment, when decisions are still being formed. The reality is that physical cues in the in-store environment do the heavy lifting.”

2026 RTIH Innovation Awards

Retail media will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.