Retail media partners GroupM & Schwarz Media

Going forward, GroupM and Schwarz Media will work together more closely in a retail media marketing partnership.

GroupM and Schwarz Media are forming a retail media partnership.
Image: © lidiia / AdobeStock

Joint development of innovative retail media solutions

It’s a promising collaboration: GroupM and Schwarz Media are forming a strategic retail media partnership with the aim of jointly expanding Schwarz Media’s retail media marketing activities. Schwarz Media is the retail media department of Schwarz Digital, which provides services as part of the Schwarz Group’s comprehensive e-commerce and online business operations.

“It’s not without reason that retail media is a rapidly growing field: users want to be shown products that are relevant to them and offer them real added value, while advertisers benefit from the decades’ worth of expertise that retailers have in efficiently and successfully placing ads.”

Robert Jozic, Managing Director of Schwarz Media

The collaboration intends to bring together GroupM’s existing retail media expertise and Schwarz Media’s Europe-wide reach and will cover everything from the point of sale (POS) to the entire marketing funnel.

The partnership between the two companies will initially focus on the German market.

Retail media as a game changer

Fabian Kietzmann, Chief Products & Services Officer at GroupM, emphasizes the great importance of how Lidl and Kaufland link digital and physical channels for their clients. The collaboration is giving rise to new, innovative advertising products that represent efficient alternatives to the existing options.

The portfolio comprises a wide range of services – from onsite options, such as sponsored ads and videos, to offsite options for the German and European market. Since March 2023, GroupM’s advertising clients have been able to benefit from the first products as a result of the partnership, including the recently developed advertising platform for the channels used by Lidl and Kaufland.

The partnership thus gives GroupM’s advertising clients, which include the agencies Mindshare, Wavemaker, and EssenceMediacom, exclusive first access to new retail media solutions developed by Schwarz Digital for the Schwarz Group’s commerce divisions.

Learn more about the retail media trend

DMEXCO 2022 already made it clear that retail media is one of the top topics in marketing. With the e-commerce trend still going strong, marketing in online stores and other marketplaces has become one of the most significant business models to have emerged for many brands in recent years.

However, the industry still often lacks experience in this field. Few marketing professionals have the know-how and skills to successfully integrate retail media into their advertising campaigns. That’s where media agencies come into play – with their wealth of experience in cross-platform marketing and thorough understanding of the target groups, they can successfully help advertisers effectively implement retail media.

In our retail media special, highly acclaimed experts explored the opportunities that arise when media agencies and companies join forces in the field of retail media and how agencies expect this marketing trend to develop in the future. Download it now for free insights!