ALTEX Retail Media Incrementality Case Study

This case study details ALTEX's approach to proving the effectiveness of retail media through a partnership with Skroutz, Greece's largest marketplace. The primary objective was to demonstrate that their investment in retail media could achieve a minimum return on investment (ROI) of 7x, which is the benchmark for all marketing channels at ALTEX. The solution involved implementing test-and-learn campaigns that measured the incremental impact of retail media on sales and consumer engagement. Key metrics such as incremental sales and incremental return on ad spend (iROAS) were utilized to evaluate the effectiveness of the campaigns. The results showed a significant increase in incremental sales value by 74% and an average ROAS of 14.4x, leading ALTEX to double its yearly investment in retail media on Skroutz. The study illustrates the flywheel effect, where initial investments in media spend led to increased visibility and engagement, further driving sales growth.