The CVLB Group, which includes the CASA&VIDEO and Le biscuit retail networks, announced the launch of the business, CVLB Ads, a media platform aimed at connecting advertisers and consumers directly on the group’s sales channels. Based on the Retail Media model, the initiative marks a new era for the networks, which now offer more immersive and personalized experiences to their customers.
With over 5 million monthly visitors on its digital channels and a customer base of over 1 million customers in participating stores per month, CVLB Ads promises to enhance the efficiency of commercial partners. “With CVLB Ads, we take a significant 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 the consumer at the decisive moment of the purchase journey,” highlights Moacir Gomes, Marketing and Ecommerce Director of the CVLB Group.
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, facilitating choices and making the purchasing journey more practical, personalized, and engaging.
Retail Media: a growing market
Retail Media is one of the big bets in the market. According to a study by the Boston Consulting Group (BCG) in partnership with Google, retail media is expected to generate about US$75 billion in profit by 2026, with an annual growth of 22% in advertisers’ spending. In Brazil, the Retail Media Insights survey by Newtail revealed that 79% of industries are already working with this model due to its end-to-end measurability capabilities.
Integrated on and off strategies
CVLB Ads will be structured in two pillars: onsite, with performance media within the site and app 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 the two banners in different regions of Brazil.
In the digital environment, there will be three main formats to enhance the results: search, banners with static content, and videos. These ads are strategically positioned on the home page, search pages, categories, and login area, ensuring high visibility and impact. In physical stores, consumers will be impacted through internal screens, storefronts, 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, bring 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 reference in retail media. The American agency, with 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.
The MindgruveMacarta plays a fundamental role in structuring the project and will continue alongside CVLB Ads as a strategic consultant in retail media. The partnership ensures that CVLB Ads is always ahead, aligned with global market standards, and brings 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 of the stores. The Retail Media In-Store movement is the future for the consolidation of a 360 integrated strategy within retail,” says Ana Amorim, VP of International Business at MindgruveMacarta
