GPA

GPA is a major Brazilian retailer whose first-party shopper data has been utilized in advanced retail-media-networks (RMN) campaigns by global beverage brands.

In a notable case study, heineken-nv partnered with GPA to execute a targeted retail media campaign for heineken-0-0. By matching buyer data sets, Heineken targeted consumers who had a high affinity for the master brand but had not purchased it from the retailer in over a year. This strategy successfully drove lapsed-buyer-conversion, generating 20% of its conversions from this lapsed segment and increasing their average ticket size by 57%. This demonstrates how retailers and brands can collaborate to use non-alcoholic variants to stimulate the broader master brand ecosystem.