In a move aligned with the transformation plan and focus on high-yield investments announced by CEO Renato Franklin, the Group Casas Bahia is further boosting its retail media initiative, ‘Casas Bahia Ads’. This platform offers advertising opportunities within its vast ecosystem, opening doors for brands and advertisers to promote their products across all their sales channels, with the potential to become a relevant source of revenue for the company.
The network offers different sponsored media formats that follow the entire customer journey across its channels, using behavioral data and purchasing propensity as a way to increase conversion and boost sales within the retail giant.
“We go far beyond advertising spaces on our channels; We have built a robust omnichannel ecosystem, aiming to exceed the expectations of this constantly renewing market. We rely on the power of our base of over 100 million annual visitors nationwide with purchase intent across our many categories and products, a valuable asset to advertisers. Our platform offers high audience segmentation, supported by behavioral analysis and data modeling and enables real-time monitoring of campaign results. In addition to being very simple to use and allowing self-service”, highlights Vivian Zwir, Marketing Director at Grupo Casas Bahia.
Retail media has played a prominent role in the world trade scenario. It involves targeted advertising within retail environments, such as websites, apps and physical stores, allowing advertisers to target specific audiences based on purchasing behavior data, improving campaign effectiveness. According to eMarketer data from 2022, investment in media in retail will reach USD 110 billion globally, surpassing the growth of Social and Search. Another study by Nielsen points out that the Brazilian market is expected to generate R$1.6 billion in 2024, representing a growth of 20% compared to 2023.
It is an easy and agile solution, which guarantees greater visibility and omnichannel formats, as well as a qualified audience, conversion and measurement of results. The Casas Bahia Group itself has already been recording important numbers in this segment. Motorola, the retailer’s strategic partner, also celebrated the use of the tool during Black Friday 2023.
“We did not limit ourselves to the usual advertising formats and also invested in retail media and the results were excellent. We managed to achieve a CPA (Cost Per Acquisition) that exceeded our own expectations”, reveals Débora Blanco Gibini, Channel Marketing Manager at Motorola.
Renato Franklin, CEO of Grupo Bahia, highlights the importance of Casas Bahia Ads, highlighting its immense growth potential and its strategic position for the company’s future.
“The results so far are a clear demonstration of what Casas Bahia Ads can achieve. By integrating our comprehensive digital and physical ecosystem, we are not only expanding business possibilities and incremental results for our partners and merchants, but also significantly improving and facilitating our customers’ shopping journey,” says Franklin.
Assaí launches retail media strategy
In addition to the Casas Bahia Group, the Assaí is also investing in the strategy. If Assaí Atacadista were a streaming platform, it would have one of the largest subscriber bases in the country, with 35 million customers who make purchases every month in its stores. It is this audience that is at the center of the company’s retail media strategy.
As it is in the favorite segment for purchasing food and with sales halls that can reach up to 10 thousand m² (that is, only the space where customers circulate), Assaí starts to offer new media formats for interested agencies and advertisers in increasing the conversion of your brands.
One example is the new retail media format in Assaí launched for the Vila Maria unit, in the capital of São Paulo, which included the installation of digital panels at the top of the product aisles. Each store has 13 of these spaces, strategically positioned to ensure visibility for customers. Just below the screens are the main current offers. These new points are fully customizable for trading partners. The store was the first to have the new product.
Digital panels installed at the top of the corridors of Assaí da Vila Maria (Photo: Disclosure/ Assaí Atacadista)
Another initiative was carried out in Assaí Anhanguera, west of the city of São Paulo. Linked to the seasonality of Easter, the store presented an unprecedented activation by Lacta and BIS, Mondelez brands. The installation of an LED gantry at the entrance to the store covered the entire space, arousing the curiosity of those who arrived as soon as they entered. Furthermore, a chocolate stand was set up a few steps after the portico, increasing the visibility of the partner company’s products.
LED digital gantry, installed at the entrance of Assaí Anhanguera (Photo: Disclosure/ Assaí Atacadista)
“When we talk about retail media, it is essential to consider the audience and the space’s conversion capacity. We need to spark customer interest and ensure the product is available at the same time. With the size of our stores, we have the natural advantage of offering spaces that can be used for various actions and are completely personalized”, comments Jonatas Calábria, Trade Marketing manager at Assaí Atacadista.
Wholesale
Developing retail media work was a natural path given the growth of the wholesale format in Brazil, today, with more than 70% of the food market and, in particular, Assaí. With an increasingly central store network in all regions of the country, in 2023, the company became the food chain most present in Brazilian homes, with one in four households purchasing from one of the more than 290 stores. This has made brands look more closely at activation possibilities.
Assaí experienced strong expansion, especially in the last three years, when it opened 115 stores. And after the intense phase of openings, the company turns this year onwards to explore and enhance these new points.
In the digital universe, the strategy consists of connecting retail media activations to the “phygital” model adopted by the chain, which combines the physical store experience with the ease of the digital environment. With more than 12 million registered customers in just eight months of operation, the ‘Meu Assaí’ application is capable of offering customized offers based on customers’ geolocation and consumption profile. The good results led the application to be one of the five retailers with the highest growth in downloads in Brazil.
“We believe that physical stores are increasingly integrated into the digital environment, and the installation of gantries, totems and TVs promotes more efficient interaction between the industry and customers. Furthermore, with knowledge of our customers’ profiles, we can propose assertive actions with our suppliers, adding value to brands and providing a more satisfactory purchasing experience. For this, visibility and conversion are the keywords”, concludes Calábria.
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