This document discusses retail media and its potential as a marketing channel. It outlines 7 rules for effective retail media programs, including that programs must provide a "triple win" for customers, marketers, and retailers. It emphasizes using customer insights and a data-driven approach to target communications precisely and measure campaign impact. The document argues that retail media can offer transparent reporting on returns from marketing investments and reach customers closer to the point of purchase.

1. Retail Media: The next marketers hope
“Marketing should be proven productive”

2. Search: Alfred Levi
Career Private Likes/Fan Purchase

3. Ahold Delhaize in short
3

4. Our Great Local Brands
4

5. Key developments in Retail
5
Discount/Price
E-commerce/Digitize/Ecosys
Blurring
Personalization

6. Retail needs other income to compete
6
Retail
marketing,
media &
insights

7. What is Retail Marketing, Media & Insights
7
Using and strengthening
all relevant contact
points with customers
of retail to allow for
effective marketing,
communication and
media as close as
possible to the place
and moment of the
purchase (decision)
Retail Media Partnerships
Digital
media
Store
media
Owned
Media
Insights

8. Sampling/
Trial/Demo
Digital
Advertising
Shelf
Strengthen
Programs
CRM/1-1
In-store
Brand
Awareness
Magazine
(Paper &
Digital)
360o Shopper
Programs
Digital
Signage
Sponsored
Search
E-mail
Advertising
Data Insights/
Catalina
Audience
programs
(DMP)
Our Brands & Assets in Benelux
8
Monetization
Digital
media
Store
media
Publish
Media
Data

9. 9
Store Related Media

10. 10
Owned Media

11. Digital Assets

12. 12
Market, Shopper, Store & Loyalty Insights

13. 13
360 degrees programming

14. Our 7 Rules of Retail Media
14
Marketing & Media Effectiveness
Triple Win Strategy
Be Transparent
Fail or Scale fast
Marketing focused Inventory
1
2
3
4
5
Customer First
Measure Campaign impact (ROI)6
Close the Loop7

15. Our 7 Rules of Retail Media
15
Marketing & Media Effectiveness1
2
3
4
5
Customer First
6
7
• Do not fall in the advertising trap
• Always contribute to customer
engagement

16. Our 7 Rules of Retail Media
16
Marketing & Media Effectiveness
Triple Win Strategy
1
2
3
4
5
Customer First
6
7
• A program will only work, if it works
well for the Customer, (CPG) Marketer
and Ahold Delhaize
• Do not fall in the advertising trap
• Always contribute to customer engagement

17. Our 7 Rules of Retail Media
17
Marketing & Media Effectiveness
Triple Win Strategy
Be Transparent
Fail or Scale fast
Marketing focused Inventory
1
2
3
4
5
Customer First
Measure Campaign impact (ROI)6
Close the Loop7
• A program will only work, if it works well for the
Customer, Marketer and Ahold Delhaize
• Be clear to the customer about
promoting and Advertising 3rd party
brands
• Retail values, style & language first
• Do not fall in the advertising trap
• Always contribute to customer engagement
• Transparent reporting for each campaign
• Deliver true ROI, RoMS or RoAS
• Permanent cycle of learn & reapply
• Performance based Marketing & Media

18. Our 7 Rules of Retail Media
18
Marketing & Media Effectiveness
Triple Win Strategy
Be Transparent
Fail and/or Scale fast
Marketing focused Inventory
1
2
3
4
5
Customer First
Measure Campaign impact (ROI)6
Close the Loop7
• A program will only work, if it works well for the
Customer, Marketer and Ahold Delhaize
• Be clear to the customer about promoting
• Retail values, style & language first• Low threshold try mentality and stop
when it conflicts with ‘Triple Win’
• Scale, standardize and automize what
works and self service (like Google).
• Do not fall in the advertising trap
• Always contribute to customer engagement

19. Our 7 Rules of Retail Media
19
Marketing & Media Effectiveness
Triple Win Strategy
Be Transparent
Fail or Scale fast
Marketing focused Inventory
1
2
3
4
5
Customer First
Measure Campaign impact (ROI)6
Close the Loop7
• A program will only work, if it works well for the
Customer, Marketer and Ahold Delhaize
• Be clear to the customer about promoting
• Retail values, style & language first
• Try and stop if it conflicts with Triple Win
• Scale, standardize and automize what works
• Clear split between Merchandise &
Marketing tooling. Achieve Marketing
goals and work with the Marketing
community.
• Do not fall in the advertising trap
• Always contribute to customer engagement
• Permanent cycle of learn & reapply
• Performance based Marketing & Media

20. Our 7 Rules of Retail Media
20
Marketing & Media Effectiveness
Triple Win Strategy
Be Transparent
Fail or Scale fast
Marketing focused Inventory
1
2
3
4
5
Customer First
Measure Campaign impact (ROI)6
Close the Loop7
• A program will only work, if it works well for the
Customer, Marketer and Ahold Delhaize
• Be clear to the customer about promoting
• Retail values, style & language first
• Try and stop if it conflicts with Triple Win
• Scale, standardize and automize what works
• Clear split between Merchandise & Marketing
tooling. Achieve Marketing goals!
• Do not fall in the advertising trap
• Always contribute to customer engagement
• Transparent reporting for each
campaign
• Deliver true ROI, RoMS or RoAS

21. Our 7 Rules of Retail Media
21
Marketing & Media Effectiveness
Triple Win Strategy
Be Transparent
Fail or Scale fast
Marketing focused Inventory
1
2
3
4
5
Customer First
Measure Campaign impact (ROI)6
Close the Loop7
• A program will only work, if it works well for the
Customer, Marketer and Ahold Delhaize
• Be clear to the customer about promoting
• Retail values, style & language first
• Try and stop if it conflicts with Triple Win
• Scale, standardize and automize what works
• Clear split between Merchandise & Marketing
tooling. Achieve Marketing goals!
• Do not fall in the advertising trap
• Always contribute to customer engagement
• Transparent reporting for each campaign
• Deliver true ROI, RoMS or RoAS
• Permanent cycle of learn & reapply
• Performance based Marketing &
Media

22. There is far more potential with our insights
22
Audience segmentation
Precision Marketing
Behavioral targeting
Digital Signage network
JIT Marketing
Look-a-like audiences

23. The Key Rationale of Retail Media (1)
23
Marketing & Media Effectiveness
We want a clear and
transparent Return on
Investment on Marketing,
Communication and Media
spending
Marketer Request
Our Purchase, POS and Store Logistic
data provide granular and fact based
reporting of the TRUE IMPACT of any
campaign in our media landscape
The same data are able to show
impact of all other Marketing and
Media investment on your sales. We
provide any testmarket to validate your
media performance. This includes all
kind of trial events.
AD Retail Media Answer

24. The Key Rationale of Retail Media (2)
24
Marketing & Media Effectiveness
We want to be more specific in
our target group reach and be
sure we hit the right target with
the right message at the very
right timing.
Marketer Request
Our Loyalty and Customer Insights
allow for (almost) real time targeting of
groups based on SHOPPING
BEHAVIOR characteristics.
This provides endless opportunities to
target groups based on purchase
patterns, look-a-like targeting, real time
programming.
We are able to identify the moment of
and argumentation for behavioral
change and respond accordingly
AD Retail Media Answer

25. The Key Rationale of Retail Media (3)
25
Marketing & Media Effectiveness
We want our Marketing &
Media efforts to be much
closer to the place and time of
purchase.
Marketer Request
By nature, all communication we do is
close to the place and moment of
purchase (decision) making. This is
true for all our off-line, on-line and 360
degrees integrated efforts. We reach
customers at the VERY MOMENT OF
INTEREST. We are no robots !
As a consequence, we close the gap
between Marketing/Media efforts and
direct conversion, offering both Brand
Building and Conversion Marketing.
AD Retail Media Answer

26. The Key Rationale of Retail Media (4)
26
Marketing & Media Effectiveness
We need a far better set of
data and insights to allow our
overall marketing efforts to be
far better targeted against
each individual consumer
Marketer Request
We will provide a portal that combines
all available insights in Market data,
Point of Sale behavior, Loyalty and
Store related to allow for specific
targeting of customer (groups).
We build Local and European networks
based on the relevant behavioral
characteristics of any defined target, so
avoiding any mismatch between
communication and target group.
We are 100% GDPR compliant.
AD Retail Media Answer