Retail group bets on Retail Media with the launch of an Ads platform

The CVLB Group, which encompasses the retail chains CASA&VIDEO and Le biscuit, announces the launch of CVLB Ads, a media platform designed to connect advertisers and consumers directly within the group's sales channels. Based on the Retail Media model, this initiative marks a new era for the chains, which will now offer more immersive and personalized experiences to their customers.

With over 5 million monthly visitors to its digital channels and a base of over 1 million customers in participating stores per month, CVLB Ads promises to enhance the efficiency of its commercial partners. "With CVLB Ads, we are taking an important step in the evolution of our business model, uniting technology and data to offer more personalized experiences to our customers. Furthermore, we are creating a relevant opportunity for brands to connect with consumers at the decisive moment of their purchase journey," highlights Moacir Gomes, Marketing and E-commerce Director at Grupo CVLB.

For the consumer, CVLB Ads will provide a differentiated experience, with campaigns strategically developed to have an impact in both the digital environment and physical stores. The platform delivers highly relevant content, aligned with individual preferences, facilitating choices and making the shopping journey more practical, personalized, and engaging.

Retail Media: a market on the rise

Retail Media is one of the market's biggest bets. According to a study by Boston Consulting Group (BCG) in partnership with Google, retail media is expected to generate approximately US$75 billion in profit by 2026, with annual growth of 22% in advertiser spending. In Brazil, the Retail Media Insights survey by Newtail revealed that 79% of industries already work with this model due to its end-to-end measurement capability.

Integrated on and off strategies

The CVLB Ads will be structured on two pillars: onsite, with performance media within the website and app of the two brands (CASA&VIDEO and Le biscuit), and in-store, with a circuit of over 100 screens. The pilot project was implemented in selected stores of the two brands in different regions of Brazil.

In the digital environment, there will be three main formats to boost results: search, banners with static content, and videos. These advertisements are strategically placed on the homepage, search results pages, category pages, and login area, ensuring high visibility and impact. In physical stores, consumers will be impacted through internal screens, window displays, and the innovative Store-In-Store spaces, an exclusive format introduced by CVLB in Brazil.

With CVLB Ads, brands have the opportunity to work in an integrated and strategic way, connecting the online and physical worlds and bringing to the Brazilian market the true experience of omnichannel retail media. Personalized ads, displayed in different formats and at different times, provide qualified content to facilitate decision-making, creating a more efficient and impactful purchasing journey.

Partnership with MindgruveMacarta

To consolidate the project, the CVLB Group relies on the expertise of MindgruveMacarta, a global leader in retail media. The American agency, which has offices in Brazil, Mexico, Spain, and England, operates comprehensively in the US, LATAM, and European markets. This partnership brings a combination of technology, data, and market intelligence to CVLB Ads.

MindgruveMacarta plays a fundamental role in structuring the project and will continue to support CVLB Ads as a strategic consultant in retail media. The partnership ensures that CVLB Ads is always ahead, aligned with the highest global market standards, and bringing continuous innovation to its operations.

"We are very excited about the launch of CVLB Ads. The CASA&VIDEO and Le biscuit networks are a powerhouse for brands that want to strategically position themselves in physical stores and online channels. The In-Store Retail Media movement is the future for consolidating an integrated 360 strategy within retail," says Ana Amorim, VP of International Business at MindgruveMacarta.