PUBLISHED DATE: 2026-09-21 22:28:10

American Supermarket Builds Retail Media Network with Publicis Sapient | Publicis Sapient

Sapient Slingshot wins Technology Breakthrough of the Year. Explore Slingshot
Sapient Bodhi ranked #1 for deep research. Explore Bodhi
Meet Sapient Sustain: context-aware AI for complex IT operations. Explore Sustain
3M lines of COBOL → clear specs in 8 weeks. Get the details

U.S. Supermarket Builds New Revenue Stream with Media Network

How shopper data delivered more value.

Summary

Retail media created a new commercial model built around the supermarket’s shopper relationships.
hero-customer-story-turning-data-into-a-hundred-m-opportunity
Client American Supermarket Chain
Industry Retail
Topic Data
In this customer story

Intro

This American grocer wanted a faster, higher-margin source of growth. It already had something CPG brands wanted: first-party shopper data. The opportunity was to turn those assets into a media network that could serve the retailer, its brand partners and their customers. To do that, they needed to show a clear connection between who saw an ad and what they bought.
Publicis Sapient worked with media experts across Publicis Groupe to build a media network around trust and transparency. By connecting audience activation and loyalty data with advertising, the retailer could give brands a richer picture of performance and the potential for higher return on ad spend, while building a new source of revenue for its own business.

The Problem

Shopper experience alone is no longer enough to increase retail revenue and improve profitability. This supermarket chain was looking for faster, higher-margin growth, so we partnered with them to provide a high-demand product to their partners in CPG: first-party data. Combining this rare offering with ad space available right at the point of sale created an entirely new revenue stream for our client.

The Solution

Our vision was to unify data across devices, activate audiences and reach specific segments, moving from an incremental revenue model to an in-house platform that leverages incentives and loyalty data.
We began by assessing the existing media offerings to identify gaps across channels, technologies and operations. We then built a 3-year roadmap, achieving MVP in just one quarter. With the input of media experts across Publicis Groupe, we delivered a comprehensive solution, integrating Google Analytics 4, Google Cloud, mparticle, LiveRamp and more. The network’s new blueprint includes capabilities across business operations, data planning and analysis, campaigns, channel strategy, and key platforms and integrations.

The Impact

This retail grocer has already achieved our 3-year goal of $100 million in revenue and is now on track to make data monetization a $1B business line.

Meet our authors

Related reading