How screens at the store entrance drive sales – and what FMCG brands can learn from it
New FMCG products rarely fail because of the idea. They fail because nobody sees them in store. When Bahlsen launched Leibniz Choco Milchcreme, the product faced one of the most crowded aisles in grocery retail – alongside competitors running price promotions at the same time.
Havas Media's answer was an unusually focused approach: digital screens at the entrances of EDEKA, REWE and Kaufland stores, reaching shoppers seconds before the shopping trip begins. At EDEKA, the campaign ran on the in-store network of INOVISCO, a retail media sales house for digital advertising space in grocery. There, impact was assessed using EAN-level scanner data from test and control stores, backed by a brand lift study.
The case shows both sides: where the campaign worked and where it didn't. In advertised stores, ad recall for the new product rose sharply – from a single touchpoint. On sales, the more interesting finding sits in the promotion weeks: even where price was already doing the heavy lifting, advertised stores clearly outperformed the control group.
Havas Media and INOVISCO present the case together – from planning and execution through to the results, and what they mean for how promotion and media work together.
