Retail Media

A key driver of incremental reach & sales growth - Cristal's case

In-store

Personalized communications

Onsite

In a context where advertising effectiveness is a key challenge, MMD, in collaboration with MeMo² (a Kantar company) and Alken Maes, conducted an in-depth study to measure the impact of Retail Media on Cristal beer’s brand awareness and sales.

This analysis aims to understand how a cross-media campaign and retail activations influence consumer perception and purchasing behavior.

Objective

The objective of this campaign was to work on Brand awareness/attribution and to boost sales. Furthermore, the objective of this study aimed to evaluate the effect of Retail Media on brand KPIs :

Evaluate the impact of MMD's activations on brand awareness, differentiation, and consideration
Analyze the contribution of Retail Media on Cristal sales
Optimize the efficiency of the media mix

Solution

An omnichannel campaign recommended by MMD:

Push Notification – 30.000 Cristal’s shoppers targeted
Sponsored Product - 3 months - category & search result pages
Online Visibility - pack Small - 2 weeks - 100.000 impressions
Promo Visibility - 1 week – promo page
Stopper Medium - 4 weeks in 240 POS
Floor Sticker - 4 weeks in 240 POS
Entry Screens Network Large – 1 week in 90 POS

On top of that, the MMD campaign was supported by a global ATL campaign, including TV, OLV and social media.

Results

The Memo2 study reveals a meaningfull impact of MMD on Cristal’s brand performance.

74%

+74% increase in brand KPIs, demonstrating MMD's strong contribution to improving Cristal’s awareness, differentiation and consideration.

+5%

+5% additional unique reach, thanks to MMD's activations, optimizing the cross-media campaign’s coverage. This means that 5% of the target audience was reached exclusively via Retail Media, without any prior exposure to other channels in the campaign. By utilizing Delhaize’s ecosystem, the campaign effectively extended its audience past traditional media, capturing highly engaged shoppers directly at the point of sale and online, thereby reinforcing the impact of the overall cross-media strategy.

+8,5%

+8.5% increase in sales, with 65% of this growth directly attributed to Delhaize Retail Media activations during active campaign weeks.