Same Price, More Sold: How Beko Outgrew Its Categories in Altex

Challenge

Buying a major home appliance is a high-consideration decision, with shoppers comparing brands, models and prices before making a purchase. For Beko, the challenge was to influence these decisions in a highly competitive retail environment while demonstrating commercial growth beyond price promotions. Following a discount-heavy preceding month, the campaig needed to show that retail media could strengthen product preference and drive sales even when prices remained stable.

Solution

Together with Footprints AI, Beko activated a 31-day omnichannel campaign across Altex, connecting in-store digital screens and radio with homepage, category-page and mobile app placements. The strategy kept Beko visible throughout the appliance purchase journey, from initial research to product comparison and final selection. By focusing on featured refrigerators and washing machines and separately analysing models with significant price changes, the campaign provided a clearer view of sales performance beyond promotional pricing effects.

Results

The campaign demonstrated how retail media can support stronger commercial performance in high-consideration categories:

+38.8% sales volume growth for featured refrigerators, versus +15.4% for the category.
+37.3% sales volume growth for featured washing machines, nearly 6x the category's +6.5% growth.
793 additional units sold, generating €247K in additional sales value versus the preceding period across featured models.
+2.5pp category share gain for featured washing machines, increasing from 8.7% to 11.2% of category units sold.
Growth at stable average prices, with featured refrigerators increasing 40.0% in sales value and washing machines 36.1%, demonstrating stronger performance without relying on additional price reductions.

By combining omnichannel visibility with category-focused targeting and price-controlled analysis, Beko demonstrated how retail media can support purchase decisions beyond promotional incentives. Featured models significantly outperformed their categories, generating higher sales volumes, stronger sales value and meaningful category share gains.

Download the full case study to discover how Beko used retail media to influence high-consideration purchases, outperform category growth and generate €247K in additional sales value at stable prices in Altex.

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