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How shopper data delivered more value.
Retail media created a new commercial model built around the supermarket’s shopper relationships.
in annual media revenue
tools and platforms integrated
revenue target
This American grocer wanted a faster, higher-margin source of growth. It already had something CPG brands wanted: first-party shopper data. The opportunity was to turn those assets into a media network that could serve the retailer, its brand partners and their customers. To do that, they needed to show a clear connection between who saw an ad and what they bought.
Publicis Sapient worked with media experts across Publicis Groupe to build a media network around trust and transparency. By connecting audience activation and loyalty data with advertising, the retailer could give brands a richer picture of performance and the potential for higher return on ad spend, while building a new source of revenue for its own business.
Shopper experience alone is no longer enough to increase retail revenue and improve profitability. This supermarket chain was looking for faster, higher-margin growth, so we partnered with them to provide a high-demand product to their partners in CPG: first-party data. Combining this rare offering with ad space available right at the point of sale created an entirely new revenue stream for our client.
Our vision was to unify data across devices, activate audiences and reach specific segments, moving from an incremental revenue model to an in-house platform that leverages incentives and loyalty data.
We began by assessing the existing media offerings to identify gaps across channels, technologies and operations. We then built a 3-year roadmap, achieving MVP in just one quarter.
With the input of media experts across Publicis Groupe, we delivered a comprehensive solution, integrating Google Analytics 4, Google Cloud, mparticle, LiveRamp and more. The network’s new blueprint includes capabilities across business operations, data planning and analysis, campaigns, channel strategy, and key platforms and integrations.
This retail grocer has already achieved our 3-year goal of $100 million in revenue and is now on track to make data monetization a $1B business line.
Darshit Rao
Senior Principal, Delivery, Strategy
Punita Tyagi
Client Partner, NA Retail
