• October 7, 2002

In-store advertising in convenience stores (c-stores) boosts sales from 5 to 13%, according to new data released by Point-Of-Purchase Advertising International (POPAI) at the annual trade show of the National Association of Convenience Stores, being held in Orlando, Florida. In-store advertising consists of displays, signage and other media that communicate a brand's availability and key attributes to consumers at retail, the point at which 70% of all brand purchase decisions are made. Information concerning proof of placement of in-store ads was impressive, demonstrating that 45% of all audited brands were supported by in-store advertising. This compared favorably with a 27% figure -- derived from the study's previous phase conducted in supermarkets -- for in-store advertising of audited products on supermarket product displays.