The challenge of measuring in retail media: how Delhaize combines insight and impact

(advertorial) Retail media is no longer just a “nice-to-have” but has become a full-fledged pillar in the marketing mix of brands. However, measurement remains a challenge: advertisers and their media agencies expect a clear ROI, but face a lack of uniformity and standards, as well as complexity in attribution models. Media Marketing Delhaize (MMD) therefore advocates for transparent metrics and accessible insights.

From supermarket to media platform

For the past eight years, MMD has positioned itself as a powerful retail media agency. With over 800 stores in Belgium, the chain offers a reach ten times greater than Brussels Airport or the country’s largest train station. Through in-store digital screens, shelf communication materials, personalized emails, the website, and the app, Delhaize reaches millions of Belgian consumers every day. “We combine physical and digital touchpoints and support the consumer throughout their shopping journey,” says Olivier Degrez, Director of MMD.

The SuperPlus loyalty program is the central pillar. Based on more than 3 million shopper profiles, this program provides transactional data that MMD transforms into personalized campaigns and insights for advertisers. “In addition, thanks to Enlight+, our self-service data platform, brands have access to transactional data, purchase frequency, and consumer insights,” MMD explains, firmly committed to measurable added value.

Transparency and standardization as a foundation

A major issue in the market remains the lack of standardization. While traditional media like television use GRPs, retail media is still in the structuring phase. MMD is proactively anticipating this evolution. “We are actively working to align our KPIs with the standards and calculation methodologies proposed by the IAB, including indicators like ‘new to brand’ or ‘new to category’,” says Olivier Degrez.

But the effort doesn’t stop there: in a continuous improvement mindset, MMD also integrates other relevant indicators such as “digital opportunity to see” for digital signage or the “category share index.” Degrez: “Without claiming to call them innovations, they do illustrate our desire to go beyond established standards to refine the measurement of retail media performance.”

Campaigns are evaluated based on media KPIs (such as reach, click-through rates, viewability, open rates, etc.) and sales KPIs (revenue, advertising ROI, category growth). In addition, thanks to several years of experience and thousands of campaigns run for advertisers, MMD has a rich history that allows them to provide detailed benchmarks for each media metric and by industry sector. “We measure every channel, whether it’s a shelf stopper, email, digital out-of-home, or banner ads.”

More than just conversion

Although retail media is often seen as the final purchase trigger, measurements show otherwise. Research conducted with Kantar/MeMo2 shows that retail media also enhances brand perception, awareness, and unique reach. “Retail media connects brands with audiences they can no longer reach through traditional media. We add an extra layer to that reach,” explains Olivier Degrez.

For example, a case study with the Cristal beer brand showed an incremental unique reach of 5% from the retail media layer that other media (television, social networks, etc.) failed to deliver. The study also highlighted a “74% brand lift on brand-related KPIs” and an 8.5% increase in sales, 65% of which was attributed to MMD activations.

The power of loyalty and effectiveness

According to MMD, brands often underestimate two things. First, the potential of their own customer base. “Attracting new customers is important, but activating loyal customers often yields a faster return,” they explain. Thanks to the rich data from the SuperPlus program, brands can tailor their strategies.

Second, the impact of a personalized email on omnichannel sales. A personalized email campaign to the right target not only generates more online purchases but also significantly boosts in-store sales. “Control group tests confirmed the behavioral difference between consumers exposed and not exposed to our media.”

Moreover, retail media is a competitive alternative to other media channels. The cross-media study by Kantar/Memo2 for Cristal showed that retail media had a more favorable ROAS (Return on Advertising Spend) than TV, social media, and online search. “We are not a traditional media company, but we have unique assets that advertisers cannot find elsewhere,” concludes Degrez.

Want to know more? Discover the full Cristal case study at mediamarketingdelhaize.be