The CVLB Group, which includes the retail chains CASA&VIDEO and Le biscuit, announces the launch of its new business, CVLB Ads, a media platform aimed at connecting advertisers and consumers directly through the group’s sales channels. Based on the Retail Media model, this initiative marks a new era for the networks, 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 more than 1 million customers in participating stores per month, CVLB Ads promises to enhance the efficiency of commercial partners. “With CVLB Ads, we take an important step in the evolution of our business model, combining technology and data to offer more personalized experiences to our customers. Additionally, we create a relevant opportunity for brands to connect with consumers at the decisive moment of the shopping journey,” highlights Moacir Gomes, Marketing and Ecommerce Director of the CVLB Group.
For consumers, CVLB Ads will provide a differentiated experience, with strategically developed campaigns to impact 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 Growing Market
Retail Media is one of the market’s biggest bets. According to a study by the Boston Consulting Group (BCG) in partnership with Google, retail media is expected to generate around $75 billion in profit by 2026, with a 22% annual growth 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
CVLB Ads will be structured on two pillars: onsite, with performance media within the websites and apps of both 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 both brands across 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 ads are strategically positioned on the homepage, search pages, categories, and login area, ensuring high visibility and impact. In physical stores, consumers will be engaged through internal screens, storefronts, and the innovative Store-In-Store spaces, a unique format introduced by CVLB in Brazil.
With CVLB Ads, brands have the opportunity to work in an integrated and strategic manner, connecting the online and physical worlds and bringing the true omnichannel retail media experience to the Brazilian market. Personalized ads, displayed in different formats and moments, deliver qualified content to facilitate decision-making, creating a more efficient and impactful shopping 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, with offices in Brazil, Mexico, Spain, and England, operates extensively in the US, LATAM, and European markets. This partnership brings CVLB Ads a combination of technology, data, and market intelligence.
MindgruveMacarta plays a key role in structuring the project and will continue to support CVLB Ads as a strategic retail media consultant. The partnership ensures that CVLB Ads remains at the forefront, 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 looking to strategically position themselves in physical stores and online channels. The Retail Media In-Store movement is the future for consolidating an integrated 360-degree strategy within retail,” says Ana Amorim, VP of International Business at MindgruveMacarta.