{"id":121153,"date":"2025-06-25T09:29:26","date_gmt":"2025-06-25T07:29:26","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=121153"},"modified":"2025-06-25T09:29:27","modified_gmt":"2025-06-25T07:29:27","slug":"de-uitdaging-van-meten-in-retailmedia-hoe-delhaize-inzicht-en-impact-combineert","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/de-uitdaging-van-meten-in-retailmedia-hoe-delhaize-inzicht-en-impact-combineert\/","title":{"rendered":"De uitdaging van meten in retailmedia: hoe Delhaize inzicht en impact combineert"},"content":{"rendered":"\n

(publireportage<\/em>) Retailmedia is allang geen \u201cnice-to-have\u201d meer, maar een volwaardige pijler binnen de marketingmix van merken. Toch blijft meten een uitdaging: adverteerders en hun mediabureaus verwachten een duidelijke ROI, maar stoten op een gebrek aan uniformiteit en op complexe attributiemodellen. Media Marketing Delhaize<\/strong> (MMD) pleit daarom voor transparante metrics <\/em>en toegankelijke inzichten.<\/p>\n\n\n\n

Van supermarkt naar mediaplatform<\/h2>\n\n\n\n

MMD profileert zich al acht jaar als een sterke speler in retailmedia. Met meer dan 800 winkels in Belgi\u00eb biedt Delhaize een bereik dat tien keer groter is dan dat van Brussels Airport of het grootste treinstation van het land. Via digitale schermen in de winkel, communicatiedragers aan het schap, gepersonaliseerde e-mails, de website en de app bereikt Delhaize dagelijks miljoenen Belgische consumenten. \u201cWe combineren fysieke en digitale contactpunten en begeleiden de consument doorheen zijn hele aankooptraject,\u201d zegt Olivier Degrez, directeur van MMD.<\/p>\n\n\n\n

Het SuperPlus-loyaliteitsprogramma vormt de hoeksteen. Dit programma, gebaseerd op meer dan 3 miljoen shoppersprofielen, levert transactionele data die MMD omzet in gepersonaliseerde campagnes en inzichten voor adverteerders. \u201cDaarnaast hebben merken via ons self-service dataplatform Enlight+ toegang<\/a> tot transactionele data, aankoopfrequentie en consumenteninzichten,\u201d aldus MMD, dat sterk inzet op meetbare meerwaarde.<\/p>\n\n\n\n

Transparantie en standaardisatie als basis<\/h2>\n\n\n\n

Een belangrijk aandachtspunt in de markt blijft het gebrek aan standaardisatie. Waar klassieke media zoals televisie werken met GRP\u2019s, bevindt retailmedia zich nog in een structureringsfase. MMD speelt hier proactief op in. \u201cWe stemmen onze KPI\u2019s actief af op de standaarden en berekeningsmethodes van het IAB, waaronder indicatoren zoals \u2018new to brand\u2019 en \u2018new to category\u2019,\u201d aldus Olivier Degrez.<\/p>\n\n\n\n

Maar daar stopt het niet: om constant te verbeteren, integreert MMD ook andere relevante indicatoren zoals \u2018digital opportunity to see\u2019 voor digitale schermen of de \u2018category share index\u2019. Degrez: \u201cZonder ze innovaties te noemen, tonen ze wel onze ambitie om verder te gaan dan de gevestigde normen en om de prestatiemeting van retailmedia te verfijnen.\u201d<\/p>\n\n\n\n

Campagnes worden zowel ge\u00ebvalueerd op basis van media-KPI\u2019s (zoals bereik, klikratio, zichtbaarheid, open rates, \u2026) als verkoop-KPI\u2019s (omzet, ROAS, evolutie in de categorie). Dankzij jarenlange ervaring en duizenden campagnes heeft MMD bovendien een rijke historiek waarmee ze gedetailleerde benchmarks kunnen aanbieden per media-KPI \u00e9n per sector. \u201cWe meten elk kanaal, of het nu gaat om een stopper aan het schap, een e-mail, digital out-of-home of een banner.\u201d<\/p>\n\n\n\n

Meer dan alleen conversie<\/h2>\n\n\n\n

Hoewel retailmedia vaak wordt gezien als het laatste duwtje tot aankoop, tonen metingen iets anders. Onderzoek met Kantar\/MeMo2 toont aan dat retailmedia ook de merkperceptie, naamsbekendheid en uniek bereik versterken. \u201cRetailmedia brengt merken in contact met doelgroepen die je via klassieke media niet meer bereikt. Wij voegen een extra laag toe aan dat bereik,\u201d aldus Olivier Degrez.<\/p>\n\n\n\n

Zo toonde een case met biermerk Cristal een uniek incrementeel bereik van 5% via retailmedia, bovenop het bereik van andere media (tv, sociale media, \u2026). Ook werd er een \u201cbrand lift van 74% op merk-KPI\u2019s\u201d gemeten en een verkoopstijging van 8,5%, voor 65% met dank aan MMD-acties.<\/p>\n\n\n\n

De kracht van loyaliteit en effectiviteit<\/h2>\n\n\n\n

Merken onderschatten volgens MMD vaak twee dingen. Het eerste is het potentieel van hun eigen klantenbestand. \u201cNieuwe klanten aantrekken is belangrijk, maar trouwe klanten activeren levert vaak sneller rendement op.\u201d Dankzij de rijke data uit SuperPlus kunnen merken hun strategie finetunen.<\/p>\n\n\n\n

Het tweede is de impact van gepersonaliseerde e-mails op omnichannelverkoop. Een gepersonaliseerde e-mailcampagne naar de juiste doelgroep verhoogt niet alleen online aankopen, maar zorgt ook voor een significante stijging van de fysieke winkelverkoop. \u201cTests met controlegroepen bevestigen het verschil in gedrag tussen consumenten die wel of niet aan onze media werden blootgesteld.\u201d<\/p>\n\n\n\n

Retailmedia vormt bovendien een concurrentieel alternatief voor andere mediakanalen. De crossmediastudie van Kantar\/Memo2 voor Cristal <\/strong>toont aan dat retailmedia een gunstiger ROAS (return on advertising spend) behaalde dan televisie, sociale media en zoekadvertenties. \u201cWe zijn geen klassiek mediabedrijf, maar we beschikken over unieke troeven die adverteerders nergens anders vinden,\u201d besluit Degrez.<\/p>\n\n\n\n

Meer weten? Ontdek de volledige Cristal-case op mediamarketingdelhaize.be<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

(publireportage) Retailmedia is allang geen \u201cnice-to-have\u201d meer. Toch blijft meten een uitdaging. 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