Alshaya turned its own shopper data into an advertising product, launching an omnichannel retail media network wired to the Aura programme and its in-store screen estate, and partnered with Publicis-owned Epsilon in the UAE and Saudi Arabia for off-site programmatic reach.
The brief
Brands wanting to reach Gulf shoppers precisely, using a retailer's own customer data.
The idea
Alshaya launched a retail media network drawing on Aura's 8.3 million loyalty members and data from 70 franchise brands, selling ads across its sites, in-store screens and, via Epsilon, the wider web.
What to borrow
A retailer with a large loyalty base can turn shopper data and store screens into a media business of its own.
