The CVLB Group, which includes the retail chains CASA&VIDEO and Le biscuit, announced the launch of the 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, the initiative marks a new era for networks, which begin to offer more immersive and personalized experiences to their customers.
With over 5 million monthly visitors on its digital channels and a customer base of more than 1 million in participating stores per month, CVLB Ads promises to enhance the efficiency of its 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 clients. Furthermore, we created a relevant opportunity for brands to connect with the consumer at the decisive moment of the purchase journey," highlights Moacir Gomes, Marketing and Ecommerce Director of Grupo CVLB.
For the consumer, 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, making choices easier and creating a more practical, personalized, and engaging shopping experience.
Retail Media: a rising market
Retail Media is one of the industry's major bets. According to a study by Boston Consulting Group (BCG) in partnership with Google, retail media is expected to generate around $75 billion in profit by 2026, with an annual growth of 22% in advertiser spending. In Brazil, the Retail Media Insights research by Newtail revealed that 79% of industries are already working with this model due to its end-to-end measurement capability.
Integrated on and off strategies
The CVLB Ads will be structured around 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 enhance results: search, banners with static content, and videos. These ads are strategically placed on the homepage, search pages, categories, and login area, ensuring high visibility and impact. In physical stores, consumers will be impacted through internal screens, display windows, 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 the true omnichannel experience in retail media 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 purchase journey.
Partnership with MindgruveMacarta
To consolidate the project, Grupo CVLB 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 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 alongside CVLB Ads as a strategic retail media consultant. The partnership ensures that CVLB Ads is always ahead, aligned with the highest global standards of the market 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 the consolidation of an integrated 360 strategy within retail," says Ana Amorim, VP of International Business at MindgruveMacarta.
