Bayer Retail Media Case: Winning shoppers at every stage

According to IAB Europe’s Attitudes to Retail Media Report, while retail media is widely discussed, its adoption is still early, with 50% of brands unsure where to start and the other half learning on the go—gaining valuable insights and measurable ROAS.  

However, the other 50% of brands aren’t just efficiently tracking ROI—because Retail Media is much more than that. They’re seizing the opportunity to connect with consumers in ways that were not possible before.

Bayer, consumer healthcare leader, is one such brand that has embraced this shift, and we had the incredible opportunity to join their EMEA Category Insights Lead, Isabel Rist, on stage at this year’s succeet conference. Here are key takeaways to help brands build their Retail Media presence and leverage various channels to get closer to their audience.

Brand POV: Connecting with consumers through Retail Media

Retail media is all about meeting consumers where they already are—shopping. Unlike traditional advertising, which feels separate from the buying process, retail media is integrated directly into the shopping experience, making it not just relevant, but also easily accessible.

Whether online or in-store, it puts brands right in front of consumers at the moment when they're most likely to act, driving conversions across every stage of the customer journey—from awareness to purchase.  

One of the biggest benefits of retail media is its ability to track conversions with much greater accuracy than traditional channels like TV advertising. This means brands can understand exactly how their ads are influencing consumer behavior and adjust in real-time. As retail media networks evolve, they will unlock powerful, data-driven opportunities for brands to connect deeper with their audience and drive greater impact.

But even though Retail media networks hold immense potential, they come with their fair share of challenges. One of the biggest? A lack of standardization. With capabilities varying by provider and data inconsistencies making it tough to optimize campaigns or prove ROI, advertisers often find themselves navigating a complex landscape. On top of that, the fast-evolving nature of Retail Media brings blurred lines of ownership and coordination, both internally and externally, as teams converge.

But here’s the exciting part—despite these hurdles, when done right, onsite retail campaigns can drive impressive sales growth, both online and in-store. In the next section, we’ll explore exactly how brands are making it happen.

How Buyer unleashed full funnel for Supradyn to become category leader

Supradyn’s challenge was to increase the number of people searching for Supradyn and, in turn, drive penetration while understanding the impact of Amazon Ads on offline sales. The decision was made to unleash the full-funnel potential on Amazon and in physical stores through Amazon Demand-Side Platform.  

Using video ads and dynamic sales banners, Supradyn didn’t just target direct buyers—they reached and engaged an entire audience within the Health & Personal Care and Vitamins categories. They weren’t just selling; they were building awareness, sparking consideration, and nurturing future customers.

The results were remarkable: Supradyn achieved an increase in browsing activity YoY, outperforming the vitamins category. Penetration also rose, signaling a more sustained and deeper market presence.

In addition to increased penetration, Supradyn became a category leader in new-to-brand (NTB) acquisitions, reaching consumers who had not previously considered the brand. The campaign’s offline impact was equally impressive, with sales uplift in pharmacies, equating to an additional value sale, as verified by the Cricana IRI study.

How a market research partner can help craft a Retail Media strategy

For Supradyn, the strategy envisioned full-funnel activation, but the key question was: how many touchpoints were truly enough to cover an entire Health and Personal care category—and the Vitamins subcategory—effectively? The campaign ultimately revealed that three or more touchpoints were optimal.

Questions like this are at the heart of planning a retail media strategy—whether onsite or in-store—and things only get more complex when multiple channels are in play. The good news? With the right research solution, you can answer these questions before you even launch, saving valuable resources and ensuring smarter investments.

Behavioral in-context testing also plays a critical role in understanding which assets resonate with consumers and why, offering valuable insights to optimize campaigns.

EyeSee’s unique testing approach allows brands to answer such as:

• Are campaign assets being used optimally?

• What is the best mix of retail media channels for maximum effectiveness?

• What is the optimal store positioning for the campaign?

Our research framework also enables brands to compare campaigns across multiple channels—whether onsite, offsite, or in-store—providing a comprehensive view of performance and helping optimize strategies for maximum impact.

In conclusion

The full-funnel approach leveraged by Supradyn through Bayer's Retail Media strategy showcases the power of integrating awareness, consideration, conversion, and repurchase into a unified campaign. With the right insights, brands can unlock the full potential of retail media, driving both online and offline growth.  

As this space continues to evolve, the importance of data-driven decision-making and the value of comprehensive market research will only grow, enabling brands to refine strategies, maximize ROI, and establish themselves as category leaders.

Interested in learning more about why mastering On-Site Retail Media is essential for brand growth?" Check out this blog.

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