In-store retail media supported by AI: Majid Al Futtaim, the Carrefour operator in the UAE, and Advertima leveraged a sensor-based targeting campaign for Sensodyne. This enabled the campaign to be played to the right target groups.
Carrefour UAE: Increasing Sales with Retail Media AI
Earlier this year, sensor specialist Advertima and Majid Al Futtaim, owner of the exclusive rights to operate Carrefour in the UAE, announced a partnership. The goal: Using Majid Al Futtaim’s Precision Media Digital Screen Network to supply a retail media omnichannel solution that holistically maps the planning, activation and measurement of in-store campaigns in stores.
The Advertima solution Audience AI is deployed for this purpose to deliver in-store advertisements with the same precision as online environments using sensor technology. The setup is complemented by digital signage software from Grassfish and Adtrac’s AI solution for real-time campaign orchestration.
Sensodyne campaign in A/B testing
Majid Al Futtaim, in collaboration with Publicis Middle East, has now run its first campaign with real-time audience targeting in Carrefour stores – for the Haleon Group’s Sensodyne dental care brand. The brand wanted to reach consumers in the United Arab Emirates with the right message at the right time.
To measure the impact, the participants decided to conduct an A/B test: Over a period of 20 days, the campaign was run with Audience AI in 23 Carrefour stores in the UAE to trigger ads in real time and only show each creative when the AI recognised a relevant buyer segment based on gender, age, group composition and attention level.
68 percent sales lift through AI
In the same number of stores, the campaign was implemented with normal loop playback, where everyone sees everything. The result: while the loop campaign achieved a 30 per cent increase in sales, the Audience AI playback achieved 68 per cent. Additionally, the campaign delivered high precision in targeting and low wasted reach.
„As marketers, our goal is always to reach people with the right message at the right time“, Aneela Halani comments, Marketing Manager at Sensodyne/Haleon. „With our Sensodyne Clinical White campaign, our first global programmatic campaign, we have taken a big step towards this vision – using AI and programmatic technology to tailor what consumers see on screen in real time. This makes every interaction more relevant and effective.“
