First-party data intelligence
As an omnichannel retailer in eleven countries, MediaMarktSaturn has more than 40 million loyalty customers across the group and more than 2.2 billion customer contacts per year across all channels, which means it has very good data quality, including in-store, mobile and online. "Our strength lies in the fact that we can analyse our shoppers in detail, anonymously and in compliance with data protection regulations, in order to target them at the right time with the right action. We can break down the impact of communication from awareness to transaction. In addition, we will soon be offering our endemic clients comprehensive omnichannel reporting for this purpose," adds Torsten Ahlers.
The correct use of first-party data not only improves the effectiveness of onsite campaigns on the web or in the app, but also has a strong effect offsite in the market, paving the way for the integration of in-store transactions into the customer journey. "As we generate a large part of our sales in our bricks and mortar stores, integrating in-store transactions into the customer journey is a logical and decisive step to ensure 360-degree coverage of our retail media offering," explains Torsten Ahlers.
The further roll-out of InStoreAds is already underway in Switzerland and Spain and will be completed before the end of this calendar year.
