TEST 1 MOIS

Profitez d'une période d'essai gratuitement

Matthieu Guignard (Mondelēz International): “The market is not offering mature e-retail media K.P.I.s”

With more than 25 brands including Orea, Milka, Lu, Prince, Tuc, Toblerone and Côte d'Or, Mondelēz International, one of the world's leading advertisers, rolled out 460 e-retail media campaigns in 2021. Matthieu Guignard, E-commerce Strategy Director, shares his vision of this marketing tool, players, assets and expectations. He pointed conversion measures as a limitation.

Through . Published on 15 March 2022 à 10h07 - Update on 21 October 2022 à 21h32

How do you view e-retail media and its business impact?

Matthieu Guignard: We can only be satisfied with results. Whilst Mondelēz International is the undisputed leader in its category, we gained 10% of online market share (via BOPIS services) compared to offline sales. This over-indexation is continuing and growing. This is very important for us. Of course, e-retail media alone cannot explain such a performance, but we know has a significant contribution. These campaigns provide very interesting levels of R.O.I. Every Euro invested in e-retail media advertising earns more sales.…

This article is for subscribers only
Already have an account? Log in

You are not registered yet ?

Sign up for a free trial
free for 1 month

  • Online services : studies, analyses, databases and much more
  • Daily Briefing : latest news digest
  • Weekly letters