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How a Major Grocer Monetized Data to Grow Exponentially
Together we identified and implemented a $1B opportunity.
As part of our long-time relationship as a digital transformation partner to one of the largest food and drug retailers in the United States, we uncovered an opportunity to monetize their data through a retail media network that links to their e-commerce operations.
Our partners across Publicis Groupe ensured we brought broad and deep expertise to the innovation and implementation of this platform.
The Imperative for Change
As cookies crumble and privacy concerns grow, first-party data from this grocer’s many banners has become more valuable than ever. And with CPG digital ad spending set to eclipse traditional by 2023, we knew it was imperative for our partner to move into the retail media platform space before it becomes oversaturated. Moreover, a new non-linear revenue stream would offer consistently higher profits, even as overhead costs ebb and flow.
The Transformative Solution
We designed and built a custom omnichannel Retail Media Network that maps each customer’s individual journey.
To capture growing media revenue from CPGs, we closed the loop on reporting with a direct path to sales that other ad and content platforms simply cannot provide. The system is optimized to provide actionable insights in real time with unprecedented transparency.
Our sister agency Publicis Media unlocked unique perspectives on advertisers’ needs, while our deep relationships with Google Display Network and CitrusAd enabled our client to get up and running quickly with proven tools and processes.
A custom Retail Media Network was designed to provide a closed-loop digital platform, with omni-channel execution; optimized to provide actionable insights in real-time and deliver transparency in measurement.
MLP Scope – System Mapping
Although this bespoke solution is new to the grocer, it’s already making a noticeable impact through:
A platform business model can enable resilience and be an engine of innovation. But what does that mean for retail as a whole?
Adoption of seamless, checkout curbside and BOPIS, grocery delivery became all the rage over the last 18 months. Groceries were forced to pivot rapidly and the acceleration of digital technologies that grocers needed to invest, and scale caught many off guard.
