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ABOUT OUR TEAM
Publicis Groupe believes in the power of creativity, data and technology to help our clients deliver growth throughout the whole customer journey. Our organization is divided into the practices of Media, Creation, Data & Insights, Commerce, Production and PR. Because of this modular set-up the Commerce Team is supported by 225 specialists of different expertise. With experience in different marketing, sales and e-commerce roles, we truly understand our client's needs. Our purpose is to ensure that your investment drives sales, wherever the consumer transacts.
OUR COMMERCE SERVICES
Our team provides end-to-end solutions to activate the full potential of commerce & deliver on client growth needs.
Marketplaces & E-Retailer
See, how we work
Heineken, world’s leading Dutch beer brand, have a lot of active digital campaigns running simultaneously. A lot of them are banner campaigns. But what exactly, is the overall impact of these sales driven banners?
Using audience data of Jumbo shoppers and proximity audiences, we ran a digital display campaign for stores with Heineken promotions. We did this on a smart test and control basis. Then we measured the uplift in footfall as well as the uplift in sales. By comparing the test and control stores, we saw a definite uplift and were able to isolate this down to a granular level for digital banners.
Digital bannering caused a 9% sales increase for Heineken products. This translated into 1.6 ROI at Jumbo supermarkets and a 6% sales increase for the total Heineken beer category.
With regards to sales, traditional media is measured by Brand KPI's or Retail Media. On a campaign level, this is never done in tandem. How can we look at both metrics, while producing sound results that are valuable to our client?
Together with our research partners and the biggest supermarket chain in the Netherlands Albert Heijn, we conducted a Cross Media Effect study to see what the impact of the media mix was on brand and sales KPI's.
38% incremental reach with Shoppers 18+ by adding AH instore & DOOH on top of ATL. 34% purchase intention increase with a combination of TV and Albert Heijn Retail Media. 12% sales uplift by Albert Heijn shelf communication/ displays. 2% sales uplift by Albert Heijn DOOH.