First operation in Spain with Heinz

Introduction

After 8 years on the French market, Lucky Cart launched its first retail media activation in Spain, in collaboration with Heinz and Carrefour.

Challenge

Beyond the challenge of first international activation for Lucky Cart, Heinz wanted to boost its sales during the summer, which is conducive to barbecues, which represents a peak in seasonal sales for the brand. The objective was to change the consumption - and the average basket - of each loyal consumer and to recruit new customers.

Strategy

Lucky cart has implemented a Brand Focus strategy in order to highlight Heinz brand products throughout the buying process. To adapt to the specificities of the Carrefour e-commerce site, 2 campaigns were launched in parallel: one for shoppers connected to their loyalty account, and another for those who are not connected. The banners were customized for each shopper, based on their login status and purchase profile.

A multi-exposure throughout the buying process...

To meet its incremental sales challenge, the Heinz brand was able to benefit from maximized visibility, thanks to the locations managed by Lucky Cart on the site of Carrefour.es.

Thus, banners in brand colors were integrated at key stages of the shoppers' buying journey, as close as possible to the key moment of conversion. For example, we can cite: the site's home page, product category pages (such as here salsas, carniceria, verduras, alimentacion...), search results, thanks to the activation of specific keywords. In addition, a “shop-in-shop” store page has been created in order to bring together on the same exclusive page all the brand's products eligible for the operation.

... with differentiated content according to status

All these locations were animated through two parallel mechanics, displayed according to the shopper's connection status:

- If the shopper was connected to his Carrefour loyalty account, he was directly invited to participate in the Heinz game to win a €50 voucher.

- If, on the contrary, the shopper was not connected, he was prompted to connect in order to participate in the game.

Thus, thanks to a dynamic adaptation of content, Heinz, Carrefour and Lucky Cart have contributed to creating a smooth and perfectly integrated shopping experience for each shopper.

A gamification mechanism, in a personalized version

In order to boost sales and conversion, Lucky Cart's specialty is the integration of gamification mechanisms into its retail media campaigns. The objective is to create a fun and different shopping experience for shoppers while bringing value to brands and retailers.

In Spain, gambling occupies an important place: 47% of adults play games of chance/draw. In addition, player profiles are very heterogeneous in terms of gender, age, socio-professional category... Gambling is a universal practice!

At Lucky Cart, the games are set up with an obligation to purchase logic: shoppers can participate in the game provided they buy a minimum number of products eligible for the operation. This number of products is determined in a personalized way for each shopper, according to their consumption profile. A fun way to improve the commercial performance of brands.

An integration 100% managed by Lucky cart and promising first results

For brands, Lucky cart solutions have the advantage of being turnkey. The entire value chain is managed by Martech: exploitation of purchase data, activation strategy, creation of campaign visuals, configuration of the operation, monitoring and analysis of results...

A model that convinced Heinz, and which paid off. Thus, the results of this first operation are more than satisfactory, both in terms of visibility and sales generated, and promise great activations on the Spanish market.

Taking advantage of 8 years of apprenticeship on the French market

With 8 years of experience on the French market, Lucky Cart was able to use its learning and best practices acquired in retail media during this first Spanish operation.

Among the key lessons, one clear observation: there is a real advantage of the first mover: brands and distributors who invested early in retail media are now reaping the benefits significantly, having gone through their learning curve before their competitors.

Moreover, retail media is not limited to immediate conversion. It is a powerful tool for building authentic brand narratives and improving the overall shopping experience. Personalization, in particular, turns traditional challenges such as e-merchandising or promotion management into real opportunities. Consumers are always looking for convenience, and retail media meets this expectation.

Finally, retail media represents a major strategic opportunity for commerce: real-time data management makes it possible to react with unprecedented agility, measurement goes well beyond traditional media metrics, and innovation remains at the heart of the system.

After this first successful operation, Lucky Cart is now ready to learn more alongside players in the Spanish market. For example, creating two separate operations to address shoppers differently depending on their login status has proven to be a good practice to replicate in the future.

Sharing and pooling expertise is key to building the future of commerce, in a smarter way.

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