Nearly Daily Convenience Store Visitors Are 2.8x More Common — GRAND Audience Shows High Density of 'Convenience Store Regulars,' with 13 Food & Beverage Cases Proving ~80% Viewer Awareness and 85.7% Action Rate

GRAND Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Hitoshi Sakagami / Mitsubishi Estate Group), operator of the office building media 'GRAND,' has released its internal survey results and proven case studies on brand awareness and achieving 'top-of-mind at shelf' for food and beverage products (convenience store items).

Among GRAND viewers, 12.4% visit convenience stores nearly every day (2.8 times the general population's 4.4%), and 31.1% visit four or more days per week (2.9 times the general 10.8%), indicating a high concentration of frequent convenience store shoppers. Additionally, in 13 food and beverage case studies, brand lift surveys demonstrated that viewer awareness averaged approximately 78% (about 1.6 times that of non-exposed groups) and active behavioral activation averaged 85.7%.

GRAND Viewers Are 'Convenience Store Regulars' — High-Frequency Shoppers Are ~3x More Common

Comparing GRAND viewers (n=1,036) with the general public (n=1,035), GRAND viewers surpassed the general population across all high-frequency usage bands. Particularly, the density of high-frequency shoppers—those who visit 'nearly every day' or 'four or more days per week'—is notably high, indicating that the audience primarily consists of individuals who repeatedly encounter purchasing opportunities at store shelves.

Convenience Store Usage Frequency

GRAND Viewers

General Public

Ratio

Nearly Daily Usage

12.4%

4.4%

2.8x

4+ Days per Week

31.1%

10.8%

2.9x

1+ Day per Week (Regulars)

77.4%

47.8%

1.6x

Approximately 80% (77.4%) of GRAND viewers are regulars who visit convenience stores at least once a week, and among them, high-frequency users (4+ days/week) are present at 2.9 times the density of the general public. Since convenience store products are often chosen within 'three seconds at the shelf,' reaching high-frequency shoppers who repeatedly encounter shelf exposure directly contributes to achieving top-of-mind status.

It should be noted that GRAND is a mass media platform that broadcasts across all installation surfaces by default and does not 'target' specific individuals. This data 'visualizes' the extent to which high-frequency convenience store shoppers are included within the GRAND viewer population.

The Shortest 'Last Mile' from Ad Exposure to Purchase — 108 Monthly Repetitive Exposures

An office worker's day overlaps with digital signage exposure inside elevators and convenience store visits during commutes, lunch breaks, afternoon breaks, and after work. GRAND viewers use elevators an average of 5.4 times per workday. With 20 working days per month, this results in approximately 108 repetitive exposures monthly, forming 'top-of-mind at shelf' through the mere exposure effect (Zajonc effect).

GRAND occupies the shortest temporal path from 'ad exposure → convenience store visit → shelf selection' (Last Mile)

The rate of actively viewing digital signage while waiting for elevators is 38.9% (3.1 times the general 12.6%)—unlike passively scrolling feed-based ads, these are actively viewed just before shopping

Across four time bands—arrival at work, lunch break (71.7% of viewers take lunch between 12–1 PM), afternoon, and departure—first recall for time-appropriate products such as canned coffee, bento/onigiri, snacks, health drinks, beer, and RTDs is repeatedly reinforced

Even with the same ad, effectiveness changes based on timing; matching product categories with time slots maximizes top-of-mind status at the moment of purchase intent

Viewers Are 'Health-Conscious × Impulse Buyers' — Core Target for Functional Drinks, Non-Alcohol, and Protein

GRAND viewers include high concentrations of individuals who spend on health, drink alcohol regularly, and have strong needs for fatigue and stress relief—overlapping with key buyers of fast-growing convenience store items like functional beverages, non-alcoholic drinks, health snacks, and protein products.

Indicator

GRAND Viewers

General Public

Ratio

Do not spare money on health maintenance (Q64S1)

45.4%

23.2%

2.0x

Conscious about diet for health (Q64S3)

42.3%

20.9%

2.0x

Regularly engage in exercise (Q64S2)

66.9%

45.2%

1.5x

Drink alcohol nearly every day (Q56S1)

31.4%

21.4%

1.5x

Both willingness to spend on health and dietary awareness are about twice that of the general public, indicating a high density of core targets for functional drinks, low-sugar, and protein-appeal products. Additionally, those who drink nearly every day are 1.5 times more common than the general public, overlapping with primary buyers of beer, RTDs, and non-alcohol alternatives.

Creating 'Top-of-Mind at Shelf' Through Attention × Memorability — 46.0% Recall Rate, 42.0% Attention Rate

Convenience store products must complete the three stages—'saw ad → remembered at shelf → bought'—within seconds at the shelf. GRAND's elevator ads outperform other media on both 'ability to focus' and 'memorability,' the two prerequisites (survey of 2,071 office building workers).

[Ad Recall Rate (by Media)]

Media

Ad Recall Rate

GRAND (Elevator)

46.0%

Taxi Interior

45.5%

Train Vision

42.4%

YouTube Video

38.9%

Station Signage

38.0%

[Ad Attention Rate (by Media)]

Media

Ad Attention Rate

GRAND (Elevator)

42.0%

Taxi Interior

38.7%

TV CM

36.3%

YouTube Video

32.8%

Station Signage

32.6%

GRAND achieves 46.0% recall rate and 42.0% attention rate—both top-tier among comparative media. Furthermore, 26.5% view ads 'for mental refreshment' (1.53x the general 17.3%), meaning exposure occurs in a relaxed psychological state where appeals for functional and indulgence products resonate more easily. Memorable exposure forms the core of top-of-mind at shelf.

Food & Beverage Case Studies — Viewer Awareness ~78%, Action Activation 85.7%

For convenience store products, awareness alone rarely leads to shelf selection. GRAND has empirically proven through food and beverage brand lift studies that viewers go beyond awareness to take active actions.

Metric

Food & Beverage B2C Average

All B2C Average

Awareness (Exposed Group)

78.3%

71.2%

Awareness (Non-Exposed Group)

48.2%

36.3%

Action Activation Rate (Active Behavior)

85.7%

85.9%

Website Visit Rate

19.7%

22.5%

Viewers in the exposed group show average awareness of ~78%, about 1.6 times that of the non-exposed group (~48%)

85.7% of the exposed group take active actions such as purchasing or visiting websites

Across all categories—beverages, snacks, bento, health products—impulse-purchased at convenience stores, GRAND has reproducibly demonstrated the journey from awareness to active action

※Values represent averages and measured ranges from 13 B2C food and beverage case studies. This release does not disclose advertiser or brand names, nor individual company metrics. Detailed case information is available in case study reports.

Why GRAND for Convenience Store Products? — 3 Reasons

High density of convenience store regulars: Nearly daily usage is 2.8x, 4+ days/week is 2.9x that of the general public. High-frequency shoppers who repeatedly encounter shelf opportunities are densely concentrated among GRAND viewers.

Repeated formation of top-of-mind at shelf: The overlap between elevator use and convenience store visits creates ~108 monthly exposures. With 46.0% recall rate and 42.0% attention rate, GRAND outperforms other media in forming memorable, focused exposure.