How GPA Ads Transformed Grupo Pão de Açúcar's E-commerce

The Sugar Loaf Group (GPA) has seen impressive growth in its e-commerce operations over the last year, tripling its online sales and achieving a Return on Assets (ROAS) of 14.4% through retail media actions. This success was made possible thanks to GPA Ads, an adtech developed in partnership with RelevanC, which allows suppliers and sellers to run campaigns on the internet using the base of more than 21 million loyal customers of the Group.

A notable success story is that of Danone, which saw a 21% sell out growth in the retailer's digital channel.The dairy company implemented a promotional strategy called “All right, All good”, encouraging consumers to buy Danone products, access a promotional landing page and compete for over 1 million in instant prizes.

Danone's campaign, which ran from February to March, involved full funnel activations, using sponsored broad-audience banners for all visitors to the GPA website.In addition, a second activation was carried out in partnership with the Meta platform, focusing on consumers who had purchased Danone products in the previous months.

Despite the challenge of a limited budget for a short-lived campaign, the well-crafted strategy resulted in an impressive ROAS of 20 during the campaign, representing an increase of 81% compared to other activations.

The success of GPA 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 seeking to reach consumers more directly and efficiently in the digital environment.

This case illustrates how collaboration between retailers and suppliers can drive significant results in e-commerce, even in a scenario of rapid change and intense competition.As e-commerce continues to grow, we are likely to see more partnerships and similar innovations in the retail sector.

Source: samaisvarejo.com.br