Taptap Digital Launches Total Retail to connect brand advertising to retail media for a smarter sofa to store strategy
Taptap Digital, the area-based marketing platform powered by location intelligence, has launched Total Retail, a breakthrough solution designed to help FMCG advertisers drive meaningful retail outcomes by bridging the gap between brand advertising and retail media.
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Taptap Digital Launches Total Retail to connect brand advertising to retail media for a smarter sofa to store strategy
Taptap Digital, the area-based marketing platform powered by location intelligence, has launched Total Retail, a breakthrough solution designed to help FMCG advertisers drive meaningful retail outcomes by bridging the gap between brand advertising and retail media.
Víctor Fenés Vacas, Global Product Marketing Director
4 Jun 2025
Taptap Digital, the area-based marketing platform powered by location intelligence, has launched Total Retail, a breakthrough solution designed to help FMCG advertisers drive meaningful retail outcomes by bridging the gap between brand advertising and retail media.
As the retail media landscape continues to expand beyond owned and operated channels, FMCG marketers face growing challenges around scale, fragmentation, and reliance on retailer networks. Total Retail offers a powerful offsite alternative - one that is retailer-agnostic, georeferenced, and rooted in real-world shopper behaviour.
“Every purchase begins somewhere, and with Total Retail, that journey starts at home,” said Álvaro Mayol, Partner & General Manager at Taptap Digital. “But in today’s retail media landscape, success depends on more than reach. It requires precision, adaptability, and a deep understanding of where intent is born and how it converts. Total Retail empowers FMCG brands to activate smarter strategies beyond owned ecosystems by unifying household spend data, store-level insights, and georeferenced signals. This enables omnichannel activations that are context-rich, outcome-driven, and scalable. We help brands spark demand where it lives (at home) and convert it where it matters most: at the point of sale.”
Total Retail unifies aggregated and anonymised spend data and aggregated store-level sales insights with Taptap’s georeferenced online and offline data ecosystem to:
Spark demand at home: Target high-value households with historical spend in relevant categories.
Drive conversion near stores: Identify areas of high sales and market share potential and upweight spend when foot traffic and promotional responsiveness are highest.
Onboard a brand's business data to align campaigns to key business goals
Optimize across the funnel: Activate smarter retail moments across CTV, Digital Out of Home, mobile, desktop, and audio - with flexible KPIs from awareness to conversion.
By combining upper-funnel audience intelligence with store-level performance insights, Total Retail enables FMCG marketers to defend, revitalize, and maximize their growth efficiently and at scale.
Total Retail is already being adopted by leading global brands looking to enhance retail media investments and build a more effective, privacy-safe omnichannel strategy—from sofa to store.
For more information or to request a demo, visit www.taptapdigital.com.
About Taptap Digital
Taptap Digital is an area-based marketing platform, helping brands to discover who and where their ideal customers are and how best to reach them without the need for cookies.
Predictive and real-time modelling of georeferenced data powers smarter audience definition and discovery for better planning, activation and reporting across CTV, DOOH, digital audio, desktop and mobile.
Current clients include global brands like Coca Cola, Dyson and LVMH and agencies groups such as GroupM, Dentsu and Publicis. Founded in 2010, Taptap is headquartered in Madrid with offices across the United States, Europe, South America and South Africa.
Taptap Digital, the area-based marketing platform powered by location intelligence, has launched Total Retail, a breakthrough solution designed to help FMCG advertisers drive meaningful retail outcomes by bridging the gap between brand advertising and retail media.
As the retail media landscape continues to expand beyond owned and operated channels, FMCG marketers face growing challenges around scale, fragmentation, and reliance on retailer networks. Total Retail offers a powerful offsite alternative - one that is retailer-agnostic, georeferenced, and rooted in real-world shopper behaviour.
“Every purchase begins somewhere, and with Total Retail, that journey starts at home,” said Álvaro Mayol, Partner & General Manager at Taptap Digital. “But in today’s retail media landscape, success depends on more than reach. It requires precision, adaptability, and a deep understanding of where intent is born and how it converts. Total Retail empowers FMCG brands to activate smarter strategies beyond owned ecosystems by unifying household spend data, store-level insights, and georeferenced signals. This enables omnichannel activations that are context-rich, outcome-driven, and scalable. We help brands spark demand where it lives (at home) and convert it where it matters most: at the point of sale.”
Total Retail unifies aggregated and anonymised spend data and aggregated store-level sales insights with Taptap’s georeferenced online and offline data ecosystem to:
Spark demand at home: Target high-value households with historical spend in relevant categories.
Drive conversion near stores: Identify areas of high sales and market share potential and upweight spend when foot traffic and promotional responsiveness are highest.
Onboard a brand's business data to align campaigns to key business goals
Optimize across the funnel: Activate smarter retail moments across CTV, Digital Out of Home, mobile, desktop, and audio - with flexible KPIs from awareness to conversion.
By combining upper-funnel audience intelligence with store-level performance insights, Total Retail enables FMCG marketers to defend, revitalize, and maximize their growth efficiently and at scale.
Total Retail is already being adopted by leading global brands looking to enhance retail media investments and build a more effective, privacy-safe omnichannel strategy—from sofa to store.
For more information or to request a demo, visit www.taptapdigital.com.
About Taptap Digital
Taptap Digital is an area-based marketing platform, helping brands to discover who and where their ideal customers are and how best to reach them without the need for cookies.
Predictive and real-time modelling of georeferenced data powers smarter audience definition and discovery for better planning, activation and reporting across CTV, DOOH, digital audio, desktop and mobile.
Current clients include global brands like Coca Cola, Dyson and LVMH and agencies groups such as GroupM, Dentsu and Publicis. Founded in 2010, Taptap is headquartered in Madrid with offices across the United States, Europe, South America and South Africa.
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