Digital Marketing Efforts Increase Sales, Amplify Traffic for Supermarket Chain | Retail
5/27/2025
RRD’s circular display and dynamic OTT advertising solutions engage shoppers at the local level
CHALLENGE
A national discount supermarket chain sought a way to significantly increase revenue during a three-month time span in order to meet and surpass their quarterly revenue goals.
Each of the chain’s stores carries a wide range of different inventory, with product selections varying not only by store, but also week-to-week. The chain wanted to effectively and efficiently market to current and new customers, letting them know what products were on sale each week — and at which location. Marketing via print, however, was challenging due to the many different product and location combinations.
SOLUTION
A longstanding relationship with RRD, plus RRD’s unique media capabilities specific to the grocery industry, led the chain to entrust RRD with this challenge. RRD devised a process to customize the supermarket chain’s advertising by location every week in order to increase foot traffic and drive overall sales during the three-month period.
Following an analysis of the chain’s past spend data, RRD discovered a direct correlation between increased media spend and increased consumer spend. Similarly, foot traffic also experienced an uptick.
The subsequent implementation of an increased spend for the three-month period was done in conjunction with the supermarket’s further move to digital marketing. The chain had been gradually transitioning to digital in recent years, and this program amplified that shift.
The solution for the chain comprised two primary components:
- Circular display ads: RRD created circular display ads — banner ads that were refreshed weekly, with updated price and item creative versions for individual stores
- Dynamic OTT: RRD created streaming TV content, with customization of items, prices, and store addresses driven by location
RESULTS
RRD’s solutions effectively provided shoppers with advertising for products that were on sale each week at various supermarket locations around the country — customized by location each week. Specific results included:
- The supermarket chain realized a YoY sales increase during the final month of the three-month period
- The chain recorded their strongest increase in foot traffic that year — an increase across circular display and dynamic OTT channels for the three-month period
- Display and OTT worked effectively together to increase foot traffic