What: Media Marketing Delhaize leverages its 800-store network and SuperPlus loyalty data to deliver measurable retail media performance through transparent metrics and standardised KPIs.

Why it is important: The combination of robust measurement standards with extensive physical and digital touchpoints showcases how retailers can transform their traditional assets into powerful media platforms, creating new revenue streams while maintaining advertiser confidence.

Delhaize's Media Marketing Division (MMD) has established itself as a formidable retail media agency over the past eight years, leveraging its extensive network of 800 Belgian stores to reach millions of consumers daily. The SuperPlus loyalty programme, with over 3 million shopper profiles, forms the cornerstone of their strategy, enabling personalised campaigns and valuable insights for advertisers. Through their self-service data platform Enlight+, brands gain access to crucial transactional data and consumer behaviour patterns. MMD's commitment to measurement standardisation is evident in their alignment with IAB standards and the introduction of innovative metrics like 'digital opportunity to see' and 'category share index'. Their comprehensive approach encompasses both media and sales KPIs, supported by detailed benchmarks across various sectors. Research conducted with Kantar/MeMo2 validates their effectiveness, demonstrating significant brand lift and sales increases, with a case study showing Cristal beer achieving 74% brand lift and 8.5% sales growth.

IADS Notes: The retail media landscape has undergone a significant transformation throughout 2024-2025. According to Forbes in February 2025, retail media spending was set to increase by $10 billion, despite brands struggling with measurement challenges across multiple networks. Coresight's analysis in July 2024 revealed how retail media networks could potentially double retailers' margins from 1.7% to 4.3%, driving widespread industry adoption. This potential was demonstrated in practice when Retail Week reported in October 2024 that major retailers like Boots and Co-op were expanding their digital screen networks in high-footfall locations. However, Forbes highlighted in April 2025 that the industry faced a growth slowdown from 25.1% to 15.6%, prompting increased focus on measurement standards and efficiency. The trend culminated in a significant development reported by Retail Week in January 2025, when Currys successfully expanded into in-store retail media, projecting 40 million annual impressions and demonstrating the potential for physical retail space monetisation.

Retail media: how Delhaize combines insight and impact