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A Complementary Approach to Retail and Offsite Branding Investments

Total Retail is designed to work in harmony with your existing retail media investments. It’s not about replacing your onsite retail media marketing efforts. Rather, it complements them by aligning your offsite brand advertising investments to your retail media network activity for a holistic approach. While onsite retail media captures shoppers who are already within the retailer ecosystem, Total Retail opens the door to a wider audience by using offsite channels, including CTV, DOOH, and more, to reach potential customers earlier in their journey. Sales don’t start in store, advertisers need to prime a potential customer before they get to the retailers website or store. By applying a retail-first approach brand activity can focus on areas of relevant purchase behaviour and category sales volumes to maximise efficiency of spend which can then support an advertiser’s retail media network strategy.

Unifying Your Audience View From Sofa to Store

One of the key strengths of Total Retail is its ability to provide a unified, 360-degree view of your target audience. By integrating transactional data with hundreds of on- and offline data points, you can plan smarter campaigns that engage customers across their purchase journey. This data, enriched by the brand’s own intelligence, gives you the power to activate smarter, more personalised campaigns that engage customers wherever they are from the comfort of their sofa to the moment they walk into the store.

Whether it’s engaging them with brand messages at home via CTV or guiding them to make a purchase decision once they are close to a retail location, Total Retail ensures that the entire customer journey is connected through a seamless and data-driven approach.

Engaging Early in the Journey

We start with a clear insight: real purchase intent begins at home. Using anonymised transaction data and Taptaps’s geo-referenced online and offline data ecosystem, Total Retail identifies residential areas where consumers are already spending in your category. These high-value zones form the foundation of audience planning, not as a nice-to-have, but as a crucial first step in driving relevance.

Once defined, these audiences are engaged through CTV, delivering impactful brand messaging in a high-attention, in-home environment. Instead of waiting for consumers to visit retailer sites, brands reach them earlier, shaping preferences and building familiarity.

For example, a pet food brand can first identify residential areas with above-average spend on pet products. This is then refined with behavioural signals, such as pet ownership and pet-engaged households aged 25 to 54. The result is a CTV campaign that connects with the right audience, in the right context, before they begin actively shopping.

Supporting conversion at the Point of Sale

As consumers move closer to purchase, the focus shifts from the sofa to the store, where intent becomes action. Using store-level sales and category and brand share data, Total Retail pinpoints key retail areas where the brand is performing strongly or gaining traction. In the pet food example, targeting areas with a share index of 150 or more ensures investment is focused where the brand is already 50 per cent above the national average. 

Applying audience filters within these high-share areas improves efficiency and reinforces relevance at the point of sale. Media activations across DOOH, display and digital video are then aligned with real-world performance, to reinforce brand strength, defend market share or drive demand.

By connecting both planning and conversion through a single, location-based audience definition, Total Retail helps brands maximise impact across the full path to purchase.

Leveraging Brand Intelligence for Smarter Campaigns with Geo-contextual Activations

Context is everything. With geo-contextual activations, Total Retail ensures that the right messages reach the right people at the right time. This means using offline and online signals, like mobility patterns and digital campaign engagement, along with your own brand data, such as eCommerce sales and promotions, to activate your campaigns. By leveraging these insights, you can ensure that your brand stays relevant across the entire funnel, from awareness to consideration and, ultimately, conversion. For example, your eCommerce sales are strong in certain regions but promotional sales in-store are low. Total Retail’s data ecosystem can pinpoint areas where mobility is high but sales are lagging, allowing you to upweight your media spend in these areas and increase your chances of driving conversions in store.

Shoppable Formats and Outcome-based Buying Maximising Impact

Finally, to close the loop and ensure measurable results, Total Retail supports shoppable formats with an outcomes-based model. This means that, in addition to traditional brand-building efforts, your campaigns can be optimised for direct actions, such as driving visits directly to ecommerce sites or your own store locator. With shoppable formats, consumers don’t just see your brand, they interact with it. These formats invite action, enabling users to explore and engage all within the ad experience.

Layer in Cost per Engagement (CPE) models, and you’re not just tracking performance you’re aligning investment with real interaction. By focusing on metrics that matter most like engagement and interaction, you ensure your campaigns are both effective and efficient, driving measurable impact at every stage of the customer journey.

In Summary: Total Retail Powers Smarter, More Effective Campaigns

Total Retail is not just about replacing existing strategies; it's about enhancing and complementing them. By combining efficient onsite retail media with offsite strategies, unifying audience insights, and activating from sofa to store, Total Retail ensures that brands can engage customers in a more integrated, and context-aware way. Whether you're looking to build brand awareness, increase consideration, or drive conversions, Total Retail gives you the tools and data you need to maximise the effectiveness of your campaigns.

Through Total Retail, brands can:

• Connect onsite retail media with offsite channels to reach customers earlier in their journey.

• Utilise a unified view of audiences, combining transactional, online and offline signals with your own brand intelligence.

• Activate from sofa to store to target consumers at every stage of their path to purchase.

• Leverage geo-contextual activations and real-time data to enhance campaign relevance and effectiveness.

• Maximise impact with shoppable formats and CPE models that ensure measurable results.

With this comprehensive approach, Total Retail empowers FMCG brands to optimise their media investment, drive better retail outcomes, and ultimately, deliver more meaningful engagement with their ideal customers.