JCDecaux is already present in 90 Carrefour stores; Bdrops, Neooh, Helloo and OOH Brasil also use inventories to generate business
The digital environment has enabled omnichannel innovation in the channels’ original proposals. Including in OOH (out of home), which is now exploring points of sale with inventories appropriate to advertisers’ communication demands. Carrefour, for example, recently signed an agreement with the French JCDecaux, which already has inventory being installed in 90 units of the retail chain in eight states, plus the Federal District. Silvia Ramazzotti, the company’s marketing director, sees this opportunity to generate business for both sides.
Investing in this segment has been seen with optimism and as an essential alternative for retailers, as it represents a possibility of increasing revenue from media sales, impacting consumers during the purchasing journey and seeking more sustainable growth. The data generated from purchasing habits at points of sale is an important factor for companies and media outlets that operate advertising in physical retail stores. For this reason, retail media has been called the 3rd wave of digital advertising, enabling the delivery of precise campaigns, with personalized messages by time slot, days of the week, physical location of stores and customer consumption habits, considers Silvia, who lists the main benefits of this marketing communication option:
- Possibility of producing super-personalized campaigns based on data generated directly at points of sale in physical stores;
- The users’ purchasing experience is more complete, as the customer can be impacted by messages and advertisements that truly relate to their consumption habits and understand their purchasing context;
- Improvement in product offers and recommendations according to the public profile of each store;
- Generate engagement that is difficult to see in other environments and scenarios, promoting the so-called hyperconnectivity and creating a journey that truly brings a different experience to the consumer;
- Expand the possibilities of conversion and customer loyalty.
For JCDecaux, digital screens are those that are being used immediately and confirms that 90% of Carrefour users guarantee that they pay attention to the advertisements displayed in stores. And the majority say they look for products advertised in stores and also buy on impulse based on the impact of some advertising, explains Silvia, who lists creativity as an essential asset in attracting offers. - As the audience can be mapped based on consumption habits (always respecting the guidelines established by the General Data Protection Law – LGPD), the creative process becomes based on data intelligence, thus promoting fully personalized and aggregated strategies. other communication channels according to the consumer journey. With this, advertisers are able to have an omnichannel presence with creatives that complement each other across different retail media channels. Consumption data and metrics generated in physical stores are used strategically to improve campaign performance. A campaign can be created based on these insights to be run on just one day of the week, in a specific store and in a time slot when sales of a given product are highest.
- Read the full article in the propmark of 18 brown of 2024
