Publicis Groupe’s CitrusAd has integrated with Chiper, a B2B e-commerce marketplace that serves more than 280,000 convenience stores in Latin America, to create a platform called "ChiperAds."
This strategic partnership modernizes procurement to help CPG companies improve volume of product distribution and speed-to-shelf in a fragmented market with time-pressed decision-makers that are often hard to reach, according to a media release.
CitrusAd says the ChiperAds platform allows brands such as Coca-Cola FEMSA (a bottler headquartered in Mexico City), Mars, Unilever and other relevant suppliers and business services to serve sponsored product and display ads that reach key retail decision-makers and entice them to build B2B awareness, market share and sales.
The ads are served on the Chiper mobile app, which is used by retailers for product discovery, inventory orders and replenishment. For endemic c-store suppliers, ChiperAds’ analytics platform can provide closed-loop sales attribution and possible ROAS. Non-endemic advertisers (e.g., relevant products and business services such as banking, insurance, store fixtures, accounting and merchant services) can also benefit from using ChiperAds for highly targeted display ads to reach store owners, per the release.
With the integration of CitrusAd’s retail media platform, Chiper has access to advanced advertising tools that can help suppliers penetrate accounts they’re not in and grow sales with existing accounts through relevant, targeted digital campaigns.
“The ChiperAds platform allows brands to leverage first-party data to show the right advertisements to the right customer at the right time, making distribution opportunities crystal clear and incremental year-over-year growth possible,” according to the release.
The solution brings both programmatic advertising and data capabilities to a retail channel that plays a critical role within Latin American consumers, accounting for up to 50% consumer share of wallet in fast moving consumer goods (FMCG), according to studies by McKinsey and Kantar, cited by CitrusAd.
According to Chiper, early internal data from campaigns in all its markets show that sponsored and banner campaigns across carefully assorted placements within its app can provide an average return on investment of at least 500% or higher. Chiper recently finished an initial 30 days running campaigns on CitrusAd and is looking to scale with velocity in the coming months.
"We are excited to partner with Chiper and bring the power of our retail media platform to serve B2B needs in the Latin American market. This integration will enable Chiper to leverage our programmatic advertising capabilities and analytics to drive business growth for Chiper, store operators and the suppliers they work with,” David Haase, CitrusAd CEO, Americas, said in the release.
"This strategic partnership gives us the tools to not only innovate trade marketing strategies for our suppliers, but allows Chiper to grow as a retail media network and serve as rich source of data within the corner-store buying channel,” added Carolina Garcia, Chiper’s chief revenue officer.