Challenge
Travel is a high-consideration, non-endemic purchase: nothing a shopper picks up in a supermarket or an electronics store. Karpaten had no product on shelf and no transaction history inside these retail environments to optimize against. Retail media had to prove it could do more than generate reach for an FMCG product: it had to carry a travel brand into grocery, electronics and press-retail journeys, and turn that exposure into qualified, booking-intent traffic during the crowded festive season.
Solution
Together with Footprints AI’ Karpaten activated a lead-generation campaign across Carrefour, Altex and Inmedio, combining in-store screens and radio with retailer app and website placements to turn retail audiences into qualified traffic for its booking offers. By leading with concrete last-minute charter deals and matching the message to festive discovery and urgency, the campaign used retail media not just as an awareness layer, but as a direct-response channel for a travel brand with no shelf presence.
Results
The campaign delivered strong qualified traffic and significantly outperformed plan:
· 7,687 qualified clicks delivered to karpaten.ro,versus 756 planned
· +916% more clicks than planned
· 1.83% average CTR, versus a 1.5% industry benchmark
· The mobile-app display ad reached a 3.59% CTR, the best-performing placement in the campaign
· €0.18 CPC in practice, versus €13.90 planned
By combining retailer reach with concrete offer-led messaging, Karpaten proved that retail media can do more than inspire interest for a non-endemic category. The campaign turned festive browsing into measurable booking-intent demand and showed that grocery, electronics and press-retail environments can work as real travel-acquisition surfaces.
Download the full case study to see how retail media helped Karpaten turn festive retail traffic into qualified booking-intent demand across Carrefour, Altex and Inmedio.
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