Convenience Media Insights

What really influences shoppers at the point of purchase?

Based on behavioural research involving more than 700 shoppers, Trinity McQueen explored how consumers make decisions in convenience stores and uncovered just how open they are to influence during a shopping mission.

Key findings • One-third of shoppers enter convenience stores actively open to influence. • 92% of shoppers arrive without a written shopping list. • Brands often have around one second to capture attention at shelf. • 88% of shoppers will not delay a purchase, making convenience a powerful environment for brand switching and trial.

Why it matters The study shows that shoppers are driven more by completing their mission than by rigid brand loyalty. For brands, this creates a valuable opportunity to influence choices at the moment decisions are being made.

What impact does convenience retail media have beyond the store?

Our research with Circana demonstrates that convenience retail media is not only effective at driving sales within the retailer environment but can also generate incremental sales beyond the immediate point of purchase. The findings highlight how convenience retail media can amplify awareness, influence shoppers across multiple retail environments and drive brand growth.

Key takeaways • Retail media can influence shoppers beyond the point of purchase. • Convenience retail media contributes to both brand-building and sales outcomes. • Campaign exposure can generate incremental sales beyond immediate retailer transactions. • Brands can use convenience retail media as part of a full-funnel marketing strategy.