Demo case for supermarkets / FMCG sector: Albert Heijn.

What could display.direct do for a company like Albert Heijn?

For FMCG sector display.direct has many groundbreaking opportunities.

Matthias Laqueur
Account manager on Unibet

Unibet is one of our clients we are very proud of. It was hard work, with some stressful moments but once we saw our ads live on Sporza.be we were very proud.

Goals

For FMCG sector we want to place their products in relevant context.

Obstacles

A well structured, constantly updated inventory feed is the main challenge.

Results

The results should be an increase in relevancy of advertisement campaigns.

Albert Heijn

For 130 years, Albert Heijn (or Appie) has been the supermarket of choice for many people. As the oldest existing supermarket chain in the Netherlands, they fill around five million plates every day. With more than 100,000 employees, they take this big responsibility and ensure that the customer always finds tasty, healthy, sustainable and affordable products in their stores.

Ahold Delhaize

Albert Heijn is part of Ahold Delhaize. Ahold Delhaize is one of the world’s largest food retail groups, a leader in supermarkets and e-commerce, and a company at the forefront of sustainable retailing. It exists out of 21 great local brands serves more than 50 million shoppers each week in 11 countries. Ahold Delhaize was formed in July 2016 from the merger of Ahold and Delhaize Group. Ahold Delhaize shares are listed on Euronext Amsterdam and Brussels.

Number of products

Albert Heijn sells thousands of products.

Amount of ads

Thousands of products generate millions of possible ads.

Number placements

We target specific pages on e.g. food blogs.

Increase in relevancy

We aim for a significant increase in campaign ROI.

GEO

We can run worldwide campaigns if desired.

NPS

We aim for happy customers that want to stay.

In greater detail

Supermarkets or other FMCG related companies in general can benefit greatly from the possibilities of display.direct. By FMCG companies you should think of both retailers (Albert Heijn, Colruyt, Tesco, Delhaize, etc.) but also brands themselves like (Ben&Jerry, Iglo, Pink Lady, Dr.Oetker etc.) For all these types of companies display.direct’s solution offers a multitude of possibilities.

We are able to match the products you sell or make to relevant content people are reading. We can find matches between products and content on the web & create the perfect ad for it. The matches we make are highly relevant and at scale.

Challenges arise when for example Albert Heijn has a large and fast changing inventory. Prices change, products come and go, availability changes on one hand but also publishers generate a lot of content that needs to be processed, analysed and matched.

On our end we can manage this. When a inventory feed is on par we can manage thousands of mutations simultaneously. Our ads are generated dynamically therefore we can follow. The quality of a product feed is the main bottleneck that needs to be thought through seriously. If an advertiser doesn’t have an inventory feed we create one for them.

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