Rossmann's retail media tools: Six-month success generating substantial profits
Rossmann, a prominent drugstore chain in Germany with around 2,300 stores, has teamed up with Berlin-based retailmediatools to revolutionize its retail media business. This collaboration has seen the integration of retailmediatools' central platform solution into Rossmann's existing systems, without the need for external integrators.
The central platform solution offers a range of benefits for Rossmann. It displays sponsored product ads both in-app and web, as well as video advertising on over 1,000 in-store screens. Moreover, it enables Rossmann to control digital and in-store-based retail media campaigns through a central system, providing unparalleled flexibility and performance.
Magnus Aufschild, founder and CPO of retailmediatools, is thrilled with Rossmann's adoption of the platform, stating that it demonstrates how retailers can effectively use retail media with a clear strategy and the right technology. Similarly, Paul Baumann, Head of Omnichannel Experience & Marketing Technology at Rossmann, finds the technology's self-service, automation, and ability to measure the ROPO effect appealing.
The ROPO effect refers to the advertising impact when customers discover brands online and subsequently shop offline. This feature allows Rossmann to measure the impact of its retail media campaigns on sales and return on investment (ROI).
The collaboration between Rossmann and retailmediatools has expanded to include other national and international retail players. Notable additions include Thalia, an omnichannel bookstore, and the price comparison platform Idealo. Other retail partners include Flink, SOK, ANWR Group with schuhe.de, and Sport2000.de.
After six months, the collaboration has resulted in more than 100 brand partnerships and 4.4 million advertising minutes in the outlets. Rossmann is leveraging retail media as a strategic growth driver, beyond monetizing advertising space. The aim is to establish a brand-compliant and profitable retail media business.
Luisa Ballé, Team Lead Retail Media Solutions at Rossmann, prefers a platform that adapts to their needs, not the other way around. She believes that this collaboration with retailmediatools is a step towards achieving that goal.
In conclusion, Rossmann's collaboration with retailmediatools is a significant move in the retail industry. It underscores the potential of retail media as a strategic growth driver and the importance of technology in optimizing this potential. Brands gain visibility along the customer journey with Rossmann, coupled with data-driven targeting and measurable impact on sales and ROI.
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