Grupão Pão de Açúcar (GPA) recorded impressive growth in its e-commerce operations last year, tripling its online sales and achieving a Return on Ad Spend (ROAS) of 14.4% through retail media initiatives. This success was made possible thanks to GPA Ads, an adtech developed in partnership with RelevanC, which allows suppliers and sellers to run online campaigns using the Group’s base of over 21 million loyal customers.
A notable success story is that of Danone, which saw a 21% increase in sell-out in the retailer’s digital channel. The dairy company implemented a promotional strategy called “Tudo de bem, Tudo de bom,” encouraging consumers to buy Danone products, access a promotional landing page, and enter to win over 1 million in instant prizes.
Danone’s campaign, which ran between February and March, involved full-funnel activations, using sponsored banners with broad audience reach for all visitors to GPA’s website. Additionally, a second activation was carried out in partnership with the Meta platform, targeting consumers who had purchased Danone products in previous months.
Despite the challenge of a limited budget for a short-term campaign, the well-crafted strategy resulted in an impressive ROAS of 20 during the campaign, representing an 81% increase compared to other activations.
GPA’s success in e-commerce and its ability to attract industry investments demonstrate the effectiveness of its retail media strategy and the strength of its loyal customer base. The GPA Ads platform is proving to be a valuable tool for brands looking to reach consumers more directly and efficiently in the digital environment.
This case illustrates how collaboration between retailers and suppliers can generate significant results in e-commerce, even in a rapidly changing and highly competitive landscape. As e-commerce continues to grow, we are likely to see more similar partnerships and innovations in the retail sector.
Source: samaisvarejo.com.br
