The Pão de Açúcar Group (GPA) recorded an impressive growth in its e-commerce operations over the past 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 database of over 21 million loyal customers of the Group.
A notable success story is Danone, which showed a 21% increase in sell-out in the retailer's digital channel. The dairy company implemented a promotional strategy called "All Good, All Well," encouraging consumers to buy Danone products, access a promotional landing page, and compete for over 1 million in instant prizes.
Danone's campaign, carried out between February and March, involved full-funnel activations using sponsored banners with broad audience targeting for all visitors to the GPA website. Additionally, 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 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 seeking 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 environment. As e-commerce continues to grow, we are likely to see more similar partnerships and innovations in the retail sector.
Fonte: samaisvarejo.com.br
