Eroski expands in-store retail media network

Eroski has deployed new digital advertising infrastructure across 38 of its retail locations as part of its Retail Media In-Store model. Developed in collaboration with manufacturers through AECOC, the initiative integrates new digital supports into a network of over 400 screens spanning proximity supermarkets, attraction supermarkets, and hypermarkets.

The system utilizes data regarding customer habits, store specifics, and product information to optimize advertising placement. By analyzing factors such as visit frequency, purchase categories, and promotional sensitivity, the model identifies the most effective times and locations for specific campaigns. Available formats include videowalls, counter and section screens, shelf devices, and checkout area supports.

During the validation phase, evaluated campaigns showed positive performance differentials compared to control stores. Additionally, 80% of the promoted campaigns successfully gained market share within their respective categories. The model allows brands to align advertising with specific commercial objectives, such as new product launches or increasing brand awareness.