Auchan becomes the first partner of Temelio’s new “Data Shopper” offering, specializing in offline and online data reconciliation. Objective: to valorize consumer purchasing data in points of sale in the digital ecosystem, in order to personalize online campaigns.
To help consumer brands (PGC) capitalize, online, on the purchasing behavior of their customers in stores, the company Temelio, specializing in offline and online data reconciliation, launches the “Data Shopper” offer. “. And announces a first data partner: Auchan Retail France, with millions of loyalty card customers *.
In practice, the scheme allows the PGCs to take advantage of the buying behavior of retail and food retailer customers in order to better target and customize their digital campaigns, but also to measure them. in-store impact. The challenge: to value the “assets” of traditional retailers (exclusive data on point-of-sale buying habits, therefore) in a digital ecosystem, in a context of increased competition with the giant Amazon on their heart of activity as well as on online advertising offers, through the sale of qualified audiences to PGC brands.
Create Tailored Audiences
“Why should retailers not generate new revenue through the data and customer knowledge they accumulate online and in store when Amazon has been doing it for a long time and successfully?” Asks Nicolas Blandel, CEO of Temelio . “Retailers sell physical advertising to brands in their shelves and need that data to go further on the digital side, while PGC brands that do not have a CRM base need this information to find out more about it. customer and their behavior in store but also the impact of their advertising investments on sales via the data that go directly from cash receipts. ”
With the partnership Temelio-Auchan Retail France, the data collected daily by the brand through its 641 outlets (out of cash) are digitized. The PGC brands can create their tailor-made audiences from 1,500 targeting criteria available: consumer profiles (organic consumers, young parents, snacking appetizers, etc.), actual shopping basket data ( top baskets, targeting products consumed via EAN code …) and socio-demographic information (age, gender, catchment area, CSP …) and create personalized online advertisements.
So far, Temelio argues, “PGC brands invested three times less in the digital advertising budget than the average market, hampered by their lack of access to transactional data and the lack of profitability indicators in a sector where sales are very largely offline.
The partnership is a win-win proposition: brands benefit from a high depth of targeting when retailers derive additional revenue from the monetization of their data. Other retail partners should soon join the Data Shopper (RGPD compatible) to enrich the offer with new targeting data. The first campaigns are already underway with advertisers from the food sector.