Each Customer Journey is different. Some people are more attracted to read and collect information online before they physically go to the store. Others won’t even bother going to a physical store anymore but will order their food online. And you still have people for whom buying food is a complete offline journey: they discover recipes in the magazine, are happy to receive post mails and create the ultimate shopping list on paper.
What is true for all of these journeys, is that the more reach you get (if it’s relevant, this is even better), the more you repeat your message, the higher the conversion will be.
Complementarity is essential. Today, an advertiser who manages to use and combine retail media in addition to its above plan, obtains much better results. The story brought above can easily be complemented by a multi-channel Retail Media layer. When an advertiser addresses the Belgian population to deploy its media campaign, whether on TV, OOH, radio, etc., the five million people who visit Delhaize stores each week are largely connected to this media plan.
On top of that, the big amount of insights a retailer has on its clients and their purchase behavior, gives you the possibility to be very relevant and advertise in the funnel where your customer wants you to be.
Watch the video with the opinion and ideas of key media stakeholders: