Pioneering the most innovative Retail Media Network in the UAE
How the Carrefour UAE retail media network generated 68% sales uplift
For decades, audience targeting has been the exclusive standard for online advertising. Reaching the right people with the right message at the right time has been fundamental for brands to build engagement.
Now, with a first-of-its-kind tech stack integrated into the IXM Platform, Grassfish brings this capability to the point of sales, creating the most innovative Retail Media Network at Carrefour in the UAE, while reshaping the way we think about in-store media.
The next step for in-store retail media
Precision Media, the retail media network with the exclusive rights to operate Carrefour UAE, is built on precision – precision in targeting, measurement, and results. The ambition is clear: a holistic retail media strategy that bridges the divide between online and offline. Shoppers no longer shop online or in-store – they do both.
Starting with a pilot in the Carrefour network, the goal was looking for a solution that levels the playing field and brings online capabilities to the physical store. Powered by the Grassfish IXM Platform, and in collaboration with industry innovators, Grassfish delivers a cutting-edge solution that combines real-time audience data with programmatic advertising. In short: audience activation at the POS.
And this is how smart in-store campaigns are driven:
Targeting
Stores equipped with AI Vision Technology enable real-time segmentation of customer behavior and the creation of addressable target groups. Every digital touchpoint can access this data and send dynamic ad requests. Within seconds, the programmatic ad chain delivers tailored content to match the actual audience in front of the screen.
Measurement
Playout information is aggregated with audience data to create a reliable measurement foundation. Combined with sales data, this enables transparent evaluation of incremental sales uplift and campaign performance, delivering the same accountability that brands have come to expect from online media.
Results
In a multi-store case study we challenged real-time targeted versus traditional loop-based campaigns. Over a period of twenty days, the two campaigns were run in 23 Carrefour stores across the UAE. Precision Media compared the effectiveness of AI triggers, where only relevant buyer segments based on age, gender, and attention level received the advertisement, while the second campaign was implemented with normal loop playback. The results of the AI campaign were striking:
Shaping the future of retail
The campaign results prove a whole new way forward for retail media. From a one-size-fits-all approach, real-time programmatic advertising shows a new path towards individual segmentation and real-time activation.
For the first time in retail history, this bridges the gap between online and in-store channels. Enabling brands to drive growth by analyzing what moves shoppers and tailor the messaging at crucial moments in their buying journey.
With IXM at its core, Precision Media is unlocking new opportunities for brands. And this is only the beginning of a new era: Together, we are setting the global benchmark for smart, responsive retail media, reshaping the future of retail and digital signage.
Iman Nahvi
Co-founder & CEO Advertima
The pioneer tech stack
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Grassfish IXM powers global in-store networks for brands like BMW, Porsche, Co-op and Schindler, enabling them to deliver seamless, impactful experineces in every market.
