E-retail media: which technology to choose?


As the services offered and business models of retail media platforms vary greatly, the JDN has screened five solutions on the market to make the right choice.

E-retail media technologies have in common the fact of allowing e-merchants to monetize their digital properties, sites and applications, by broadcasting advertising campaigns for the brands in their catalogs. If the goal for retailers was initially to strengthen the visibility of their commercial partners in order to boost sales, the enthusiasm of advertisers for this lever quickly transformed it into a line of revenue in its own right for these distributors, moreover more numerous to want to equip themselves with it.

It must be said that the advantage of retailers is considerable: the wealth of their proprietary data (cash receipts, login, CRM, loyalty card) and the fact that this offers brands targeting capabilities, pressure control and measurement combining both precision and volume at the heart of the purchase journey. Be the holy grail in these times of third-party cookie crisis. The value proposition and functionalities of these technologies are very varied, so we present five of them: Citrus Ad, Criteo, Lucky Cart, RelevanC and Trygr.

Citrus Ad

Historical : Citrus Ad was launched in 2017 in Australia. A fast-growing start-up, serving a hundred retailers in 30 countries, it arrived in France in 2021 just before being bought by the Publicis group.

Customer profile : The technology adapts to any retailer profile, whatever their size, their sector of activity and their maturity on the subject. In France, Citrus Ad equips Kingfisher (Castorama and Brico Dépôt), DocMorris (health) and Tech Data (BtoB).

Platform and services : It offers four main models: self-service; managed services; support for the creation of operational and/or commercial ad teams; external management dedicated to the retailer. The platform is marketed as a white label, each retailer has a dedicated interface customized according to their identity with free access for their advertising partners so that they can activate their campaigns themselves and monitor their performance. The retailer decides the model of his campaigns (CPM or CPC, auctioned).

Sizes : On site: sponsored products and shop in shop. Audience extension available directly from the platform using Epsilon (Publicis) on the open web and social networks. Emailing being integrated.

Economic model : Fixed price per ad request (an ad request that can include up to ten sponsored product type ads), billed to the retailer (free for advertisers). No implementation cost or licensing fees. In the case of managed services and support for the creation of teams, the time/man is invoiced. As an external agency, Citrus Ad asks for a percentage of the turnover generated.

Criteo

Historical : Retail media has existed at Criteo as a business unit in its own right since 2019. But the start of the transformation of the retargeter into a provider of retail media solutions dates back to 2016.

Customer profile : Mature e-merchants working with national brands or marketplaces with a “significant” number of resellers. Among the 160 retailers that are equipped with Criteo technology, we can mention in France Auchan, Boulanger, Carrefour, E.Leclerc, Fnac-Darty, Kingtoy and La Redoute.

Platform and services : Self-service, managed services or external management, to choose from. Criteo is involved in defining placements and choosing campaign templates. The retailer has the choice between CPM or CPC campaigns. In the first case, the campaigns are defined according to a guaranteed display model at a fixed price; in the second, the campaigns are auctioned off. When Criteo markets retailer inventory, advertisers are given one-stop access for all retailers they choose to activate through Criteo’s Retail Media DSP.

Sizes : On site: sponsored products, IAB display formats (no video), customizable formats and rich media Criteo. Video available only in audience extension. Audience extension: possible in managed services and external management; and from the second half of 2023 self-service.

Economic model : Percentage of retailers’ media revenues, which itself varies according to the volumes operated. No implementation cost or licensing fees. Fees charged to brands for access to the platform.

LuckyCart

Historical : Lucky Cart has existed since 2010 but the pivot towards e-retail media activities took place in 2018. The company previously specialized in online promotions based on a game model with an obligation to purchase.

Customer profile : Mass distribution and 250 consumer product brands. The solution now equips Casino, Intermarché, Carrefour, Système U and E.Leclerc.

Platform and services : Platform in managed services (for brands and retailers) and external management (for retailers). Its vocation is to generate incremental turnover for retailers according to a model at the crossroads between e-retail media and commercial promotion with an obligation to purchase.

Sizes : We site only. Personalized campaigns (dynamic banners, carousel) are displayed on dedicated locations with a promotional call-to-action. The latter is an attractive promotion (products or couponing) which is accessed by playing (the odds of winning being 1 in 10 or 15 maximum) and with an obligation to purchase. Advertising creative and promotion are 100% personalized, based on each consumer’s online purchase history. All campaigns are A/B tested.

Economic model : Advertisers pay per campaign or according to a flat rate model. The price of the latter varies according to the number of campaigns and references to be highlighted and especially the number of retailers activated. Revenue sharing is achieved with the retailer. Retailers pay a flat rate to access the technology: the price varies according to the number, duration of campaigns and references activated.

RelevanC

Historical : RelevanC was launched in 2017. It is part of the Casino group but also works with external companies.

Customer profile : Large mature e-merchants and marketplaces with a significant volume of traffic. RelevanC’s customers outside of the Casino group are mostly international with the exception of Intermarché in France. We can cite Hubo, in Belgium, Everli in Italy and Poland, etc. The company now intends to develop its client portfolio in France in the non-food sector as well as abroad outside the Casino group.

Platform and services : Self-service. Support is provided in managed services as well as for advice with a view to setting up external management.

Sizes : On site: sponsored products. Extension of audience possible in managed services.

Economic model : Annual license proportional to the volume of traffic processed.

trygr

Historical : Technological start-up launched in France in 2020.

Customer profile : Small and medium-sized e-tailers. Among its clients, LaSante.net, Vino Club, Golf Plus, Les Raffineurs, etc.

Platform and services : Customizable and plug and play self-service technology. SDK agnostic to all CMS (Custom, Prestashop, Shopify, Magento, etc.). The retailer creates campaigns on behalf of its advertisers on the platform and defines the billing model for its campaigns: by CPM, flat rate or CPC. Integrated recommendation engine.

Sizes : On site only (audience extension is planned for 2023). Sponsored product, banner, video, sliders, brand listing, etc. The retailer defines the locations via the platform.

Economic model : Technology available in SaaS mode: the amount of the subscription varies according to site traffic (visits, page views), the number of references and transactions. As the cost adapts to the volume of transactions, the ratio between the cost and the revenue generated would be a minimum of 1 to 10.

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