Retail Media: efficient and flexible campaign management for a supermarket chain
Retail media is emerging as an important channel for supermarket chains, where suppliers purchase both offline and online advertising space. To streamline this process, MxBlue developed a Mendix application that integrates seamlessly with Salesforce. This application simplifies campaign management by centralizing data and making it accessible for further processing. Suppliers gain insights into campaign performance through detailed reports, while the retailer benefits from improved oversight and reduced manual effort.
What was the challenge?
After the sale of advertising space to suppliers, the campaign execution phase involves processing a large amount of campaign-specific data, much of which was handled manually. There was a clear opportunity to centralize and validate campaign data, which offered a chance to make processes more efficient and less error-prone. Campaign data, such as article numbers, store locations for offline ads, and URLs for online banners, was maintained in various systems and entered multiple times. The absence of a central source of truth made it difficult to generate consistent and reliable reports. This highlighted the need to simplify and centralize the process.
MxBlue was asked to create a solution that would allow campaign data to be centrally recorded, validated against predefined requirements, and then made available for broader use across the supermarket’s data landscape. This reduces manual work for the retailer while increasing the accuracy and usability of data in reporting and other processes.
For the 1,000 campaigns the supermarket chain runs annually, the application saves up to one hour per campaign.
For the 1,000 campaigns the supermarket chain runs annually, the application saves up to one hour per campaign
What solution did we deliver?
MxBlue built a Mendix application that integrates with Salesforce. Through this integration, campaign data is entered once and then enriched by project managers with additional details, such as articles and store locations. The application automatically sends the validated data to the data landscape (AWS SNS topic), where data engineers retrieve and process it for reporting.
Every update to campaign data is processed and shared immediately, ensuring a single, up-to-date source of truth. Campaign briefs are also managed using the data stored in the application. The Mendix app provides both clarity and flexibility for managing different types of campaigns.
Where did the complexity lie?
The complexity stemmed from the variety of advertising formats. An offline campaign (like a floor sticker) requires different data than an online banner. The application supports multiple formats, each with its own data requirements. This called for a robust configuration and a combination of standard settings and customizable fields to make it as user-friendly as possible.
Additionally, integrating the solution into existing workflows was essential to avoid it being seen as an extra step. Thanks to a smart integration with current work processes, we were able to significantly reduce the reliance on standalone tools and Excel sheets.
How did we make the difference?
MxBlue worked closely with both the business and end users to map out workflows and requirements. Through this intensive collaboration, we developed a solution that not only centralizes data but also aligns well with user needs. The application saves time each day through efficient data entry and error-free reporting.
For the 1,000 campaigns the supermarket chain executes annually, the application saves up to one hour per campaign, thanks to the automated processing of campaign data. This means fewer errors, less rework, and a more streamlined workflow. Additionally, data like supplier names is now entered just once rather than multiple times, making reporting far less error-prone.
With this solution, MxBlue helps the supermarket chain maintain control over its growing retail media activities, enhance customer value, and keep campaign management scalable and manageable.
