Grupo Éxito Launches Éxito Media with dunnhumby to Deliver More Value to Customers

Powered by dunnhumby data science, Éxito Media empowers brands and advertisers to plan, activate and measure on- and offline media campaigns based on the purchase habits of the largest audience of shoppers in Colombia

Grupo Éxito, a leading retailer in South America, announced the launch and immediate availability of Éxito Media powered by dunnhumby data science, offering brands and advertisers a unique combination of multi-channel media, based on data and insights from the Grupo Éxito ecosystem. The retail media platform will activate over 10M Éxito shoppers with relevant and personalized communications based on their buying behavior along the entire customer journey, from browsing to purchase. Éxito Media helps brands and advertisers grow customer loyalty and increase return on advertising investments for measurable sales growth.

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“For Grupo Éxito, the power of data to engage with our clients and always put them first is clear. We are very excited to implement this new retail media platform for brands and their agencies, and thus help them achieve greater consistency between their business objectives and their marketing and media strategies and campaigns, in a ‘Customer First’ model,” said Camilo Reina, vice president of marketing at Grupo Éxito. “By using data science to generate valuable customer insights, Éxito Media will enable brands to make better marketing decisions based on real buying behaviors, offering measurable and meaningful results and improving our understanding of customers’ preferences to deliver personalized information every time.”

On average, retail media delivers conversion rate improvements up to 200% when customers are engaged by two or more personalized communications from a media campaign. Brands utilizing retail media are also achieving a significant increase in sales when the communication strategy is aligned between the market, commercial and trade areas.

Key benefits of Éxito Media for brands and advertisers include:

• Access to the largest addressable audience in Colombia, with over 10M active customers
• Deliver personalized, brand-safe campaigns across channels at scale, with closed-loop reporting and measurable results
• Activate a comprehensive ecosystem of connected media – in-store, online and offline – based on deep understanding of the customer
• Understanding the real impact of media investments on in-store (offline) and online sales
• Efficient and profitable media investments through data-driven targeting and improved customer understanding to drive better business decisions during and after campaigns

Grupo Éxito customers will benefit by receiving valuable offers and information on their favorite products or other products likely of interest, related to their purchasing habits, by visiting Grupo Éxito sites, on their social networks, search engines, or in Grupo Éxito stores.

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“We are very excited to partner with Grupo Éxito to launch Éxito Media,” said Andrés Hernández, dunnhumby’s Head of Colombia. “The Éxito Media platform delivers significant value to brands in a market increasingly focused on measurable results and the efficiency of its media strategies. By connecting brands with the largest customer audience in Colombia, to deliver more valuable communications, aligned with the purchasing interest of those shoppers.”

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