Stadium, one of Scandinavia’s largest sports retailers, is capitalising on its marketplace with addition of retail media ads in the form of sponsored products as it seeks to better monetise all that lovely shopper data its marketplace has generated.
Stadium is Sweden’s largest sports and sportswear chain. With the concepts Stadium and Stadium Outlet, the company operates around 200 stores in Sweden, Finland and Norway. In 2021 it added a marketplace that has allowed it to offer its customers a wider range of sports goods and brands, taking in specialist sports, athleisurewear and fashion from local and international companies such as Craft, Casall, Surfskjulet and Didriksons.
Building on the success of the Stadium Marketplace powered by Mirakl, this new integration harnesses AI-driven personalisation to enhance the shopping experience for consumers, boost brand visibility for advertisers, sellers, and its own brand, and generate additional revenue for operators through the monetization of online traffic.
Retail media continues to be a driving force for retailers globally, with spending projected to reach $170bn by 2025 and $47.7mn in Sweden alone, according to Statista. For Stadium, the integration of Mirakl Ads will, it says, let the company capitalise on this trend, turning previously underutilised online traffic into a valuable revenue stream.
This is achieved by monetising that traffic through the sale of advertising spaces allowing Stadium and its brand partners to connect with consumers through targeted content. With Mirakl Ads, Stadium is pioneering retail media adoption in the Nordic sports sector, where this model is still emerging.
After being live for three months with the solution, Stadium is already strengthening its use of Mirakl Ads by expanding to Finland on top of Sweden and is planning to launch display ads in addition to sponsored products.
“Launching retail media with Mirakl Ads is an important step in advancing our digital strategy,” says Marcus Lord, Retail Media Manager at Stadium. “As a leader in our category, we see this as an opportunity to further enhance our marketplace by providing added value to our sellers, advertisers, and customers while also promoting our own products. Mirakl’s expertise and tailored solution have been helping us take this strategic leap, ensuring we’re well-positioned as the retail media landscape evolves.”
Through Mirakl Ads, Stadium is empowering both its first-party product teams and marketplace sellers with new ways to engage customers through AI-powered, advertising. This self-service platform enables these teamsto easily manage ad campaigns, adjust strategies in real-time and optimise ad spend for better returns. The seamless integration of Mirakl Ads into Stadium’s marketplace creates a unified experience for both sellers and consumers. Stadium and sellers benefit from enhanced visibility, while consumers benefit from greater relevance.
In addition to empowering established brands, Mirakl Ads provides valuable opportunities for smaller, local businesses. This targeted advertising platform allows them to gain a competitive edge by connecting with new customer segments, perfectly complementing Stadium’s vast membership base and high online traffic.
“Stadium’s adoption of Mirakl Ads highlights the power of retail media in driving ecommerce profitable growth,” says Octavie Gosselin, VP Mirakl Ads. “By choosing Mirakl Ads, Stadium opts for the only retail media solution maximizing revenue while preserving the customer experience by empowering brands to better connect with consumers through targeted, AI-driven advertising. In doing so, Stadium secures its competitive edge while delivering greater value across its entire ecosystem—sellers, advertisers, and consumers alike”
With its long-term approach, Stadium aims to develop a strong retail media ecosystem that will generate substantial results in the coming years. By taking a thoughtful, strategic approach, the company is focused on cultivating lasting relationships with both global and emerging brands, laying the groundwork for continued success in the evolving retail media landscape.
