In a market where capturing the shopper’s attention is more challenging than ever, brands face the need to offer highly personalized and consistent advertising experiences. This is where Omnichannel Retail Media comes into play, becoming an essential resource that has revolutionized how brands connect with their audience.
Omnichannel, key to maximizing results
At in-Store Media, we understand that connecting with shoppers throughout their entire shopping journey is essential to maximizing brand impact. Since our inception, we have positioned ourselves as leaders in Retail Media, offering solutions that benefit retailers, brands, and shoppers alike. To achieve this, we have always strived for a multi-channel, multi-retailer, and multi-format approach to ensure a smoother and more effective shopping experience.
In this article, we will explore the campaign developed for Ballantine’s, a clear example of how a well-executed omnichannel strategy can transform brand perception and boost sales.
Impacting the shopper on all fronts
Retail Media is a powerful tool, capable of using precise data to directly impact sales because it allows brands to connect with shoppers in a more personalized way. However, its true potential is unlocked when an omnichannel strategy is adopted. This approach was crucial in Ballantine’s campaign, where the main challenge was to de-seasonalize its consumption and ensure a constant market presence throughout the year.
To achieve this, we ensured that the brand was not only visible in the digital environment but also in physical stores, where over 70% of purchase decisions are made on impulse. Working with multiple retailers expanded coverage and frequency of impact, ensuring Ballantine’s message reached all possible touchpoints effectively.
Strategy and results: a success story
The campaign managed to reach 100% of the shoppers in the activated retailers, ensuring that the message was consistently conveyed across all channels. We also broke the usual seasonality of this product category, achieving a constant presence tailored to new consumption habits.
One of the key aspects was the homogenization of the message across all channels. By integrating digital and physical environments, Ballantine’s provided a consistent and seamless brand experience, which resulted in a 20% increase in sales compared to stores without the campaign. This sales increase demonstrates that a well-designed omnichannel strategy not only boosts brand visibility but also has a direct impact on commercial performance.
Ballantine’s success clearly shows that an omnichannel strategy is not just a trend but a necessity for brands aiming to maintain their competitiveness. Impacting shoppers at the right time and in a consistent manner is what makes the difference in such a dynamic and competitive environment.
