Challenge
Retail media had already proven its value for FMCG brands selling products on the shelf, but PPC faced a different challenge. As an energy and gas provider with no physical presence in stores, it needed to demonstrate that grocery retail audiences could also become qualified prospects for service-based offers. The objective was clear: generate efficient, low-cost traffic while proving that retail media can perform well beyond endemic categories.
Solution
Footprints AI developed an omnichannel retail media strategy spanning Carrefour and Bolt Food, combining in-store digital screens and radio with retailer apps, websites, email and text notifications. The campaign promoted a clear value proposition while continuously optimizing placements toward the highest CTR and lowest CPC. Rather than focusing only on awareness, the campaign was designed and optimized as a performance marketing initiative, measuring success through impressions, reach, clicks, CTR and CPC.
Results
The campaign exceeded expectations across every major performance KPI:
- 22,490 clicks, 62.5% above plan
- 2.75% CTR, 58% higher than the planned 1.74%
- €0.46 CPC, 36% lower than the planned €0.73
- 1.09 million impressions and 655,741 people reached, both above campaign targets
- Mobile app text notifications became the top-performing placement, delivering 7,040 clicks, a 4.97% CTR and an exceptional €0.19 CPC.
The campaign proved that retail media can successfully acquire customers even for brands with no shelf presence. By combining omnichannel activation with continuous optimization, PPC transformed grocery retail audiences into a highly efficient source of qualified traffic while outperforming campaign objectives across reach, engagement and cost efficiency.
Download the full case study to see how PPC used retail media to generate high-volume, low-cost traffic and prove the effectiveness of non-endemic advertising across Carrefour and Bolt Food.
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