The Secret of Retail Media: technology, on-the-ground knowledge, and data

Carrefour’s Scanmania campaign is a textbook example of Retail Media: the promotion not only boosts sales but also enables the collection and centralization of valuable data through the Bonusland platform. It also illustrates how we at Shelf Service combine technological tools with a deep understanding of field challenges.

At Shelf Service, we’ve developed advanced expertise in Retail Media by merging technological innovation with a strong on-the-ground presence. The Scanmania example for Carrefour Belgium is a clear demonstration of this approach. As part of the campaign, we installed event kiosks in stores—compact touchscreen PCs with a scanner that allows customers to scan a QR code from a voucher they receive at the checkout. This system is designed to involve all customers, including the 52% who do not use smartphones in-store (according to an OpinionWay/Proximi study, January 2021, France). This makes the promotion more accessible while enabling centralized and digitized data collection through Carrefour’s Bonusland platform, developed by the Shelf Service Digital Lab.

Bonusland acts as the nerve center of these operations, gathering data both from the kiosks and directly from participants’ smartphones. This centralization allows Carrefour to track and analyze participation in real time, providing a goldmine of insights to optimize future marketing efforts and better understand consumer behavior. The goal is to offer a seamless solution that enables brands to measure the ROI of their campaigns while delivering an enhanced, inclusive customer experience.

In addition to event kiosks, we deployed loyalty kiosks throughout the year. During the Scanmania campaign, customers who were not yet enrolled in Carrefour’s loyalty program could sign up directly at these kiosks to gain access to exclusive promotions. This hybrid approach—bridging physical and digital touchpoints—is essential to reach all consumer segments and boost customer engagement.

The strength of Shelf Service lies in our technological capabilities and our ability to quickly implement them in stores thanks to our vast merchandising network. Our teams are present weekly in over 2,500 retail locations, ensuring the rapid and efficient deployment of kiosks and promotional materials. This field presence is vital for supporting campaigns like Scanmania, where agility is key to delivering a consistent customer experience across all touchpoints.

Another example of our creativity is the introduction of Photobooth kiosks, where customers can personalize their shopping experience by printing their photo onto golden labels for sauce jars. This playful element not only enhances engagement and brand loyalty but also provides an opportunity to collect additional consumer data. It’s not just about increasing sales—it's about building a more personal and lasting connection with the brand.

In today’s world of Retail Media, one of the biggest challenges is effectively collecting and utilizing consumer data in a measurable way. Shelf Service solutions give retailers like Carrefour the ability to embed their advertising campaigns within an omnichannel ecosystem, where every action can be monitored and optimized in real time.

The power of our approach lies in the combination of in-store materials with effective digital platforms. This not only improves the customer experience but also delivers measurable results for brands. With tools like Bonusland, loyalty kiosks, event kiosks, and innovations like Photobooth stations, we create an environment where the physical and digital worlds are seamlessly integrated.

It’s our mission to help retailers better understand their customers, maximize product visibility, and ensure the best possible return on every campaign. That’s what makes us a valuable partner for retailers and brands looking to unlock the full potential of Retail Media in an increasingly digital world—while staying firmly rooted in the store.