Retail media – a powerful channel with impact on sales

Retail media - a powerful channel driving sales

Retail media has recently become a highly sought-after advertising space. As people shop more frequently, in-store advertising messages are no longer just “background noise” - they’ve become a noticeable part of the shopping experience.

🛒 86% of Latvian residents visit supermarkets weekly, giving brands the opportunity to speak to their audience at the very moment purchase decisions are made.

🌮 Case Study: Santa Maria Tex Mex Campaign at Rimi

In April, dentsu Latvia partnered with Rimi to launch a Santa Maria Tex Mex campaign across all retail channels. The goal was clear: to inspire shoppers to try something new while showcasing the power of retail media.

During the campaign:

• Over 2 million shoppers reached

• 7x ROAS (Return on Ad Spend)

• 40% ad recognition

• And a strong sales uplift, exceeding category average results

We combined e-store banners and programmatic retargeting (targeting e-store visitors) with in-store screens and radio across various store formats from “Hyper” to “Express”.

As a result, we managed to reach the shopper both online and precisely at the moment they were standing by the shelf, salsa jar in hand.

What does it mean?

Retail media is no longer just “shelf advertising,” it’s becoming a powerful channel with real impact on both sales and brand perception.

And there’s still a whole world of new flavors, formats, and ideas ahead of us!