Tom Preiestman, director of client services at Nectar360, used the first keynote presentation of Retail MediaX to stress that consumers want retail media to be “more iconic”.
“They want it to be creative, they want it to be personalised. They want to feel like that messaging is for them,” he noted.
While he recognised there are retail media opportunities around data, measurements and technology, the conversation should be around creativity. And this can be gauged across three metrics: Prove, Improve and Stretch.
Looking firstly at Prove, Preistman used the example of tenderstem broccoli and toilet roll. Nectar360 has witnessed a 30% jump in tenderstem sales following a dedicated “steamy” campaign.
“It’s showing creativity should not be limited by the product stand…Creativity can come from any category, for any brand” he added.
For essential products such as toilet paper, retail media can be harnessed to provide lifestyle messaging. This can also be seen for products such as Aperol Spritz, with instore screens showing consumption moments content – leading to a 15% uplift in sales
“Using video format to tell a more interesting, complex story…and simply showing the joy of consuming the product has resulted in hundreds of incremental sales,” said Preiestman.
Kellogg was given as an example of how to Improve campaigns, expanding on the breakfast messaging and gaining lapsed customers through a lunchtime twist. Nectar360 dug into its customer data to understand the consumption moment before getting creative with reminder campaigns.
For the Stretch element, Preiestman handed over to Rob Yule, director of operations at Nectar360, for a look at a bold collaboration with Diet Coke. Nectar360 introduced a “hide-and-seek” campaign featuring hand-painted Nectar purple Diet Coke cans both onsite and instore. This partnership resulted in +50% incremental sales, 25% jump in new/lapsed customers and a staggering 117% ROAS.
Yule said: “ We knew we wanted to do something a bit different, disruptive and we wanted to create an incremental moment in the calendar that would be beneficial for Diet Coke, Sainsbury’s and Nectar.”
The cross-company project “went big on all media” and had the level of success it did because the “creative look amazing” combined with collaborative customer insight and belief in the campaign.
“ That collaboration really enable us to elevate the creative element, because we were able to bounce some ideas around as teams and get to a really good outcome,” he concluded.
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