Boots lifts retail media with LiveRamp and Criteo deal

Boots has signed up as the launch client for a new advertising platform being launched by data giant LiveRamp and global commerce media company Criteo, designed to empower retailers to do more with their data to deliver more effective ad campaigns.

Uniting Boots’ Advantage Card data with online exposure and offline sales data, it is claimed the collaboration is providing advertisers with more transparent attribution across Boots’ digital and physical retail environments for improved return on advertising spend.

With the industry shift to first-party data to mitigate signal uncertainty and changes to privacy regulations, brands are eager to unlock the marketing potential of retailers’ rich first-party data.

This includes their extensive loyalty and customer behaviour datasets which, when harmonised, are claimed to provide a deeper, omnichannel view of the path to conversion.

For example, a customer might research a product online before deciding to make a purchase in-store. By tying the datasets together, the retailer can connect the sale to the online exposure and capture ROAS more accurately.

LiveRamp and Criteo insist the solution provides seamless and timely access to high value audience segments built on both online and in-store purchase data and improved reporting of sales data across all channels, which in turn improves reporting of ad spend efficiency.

They claim that this should drive brands and retailers’ ability to generate revenue from retail media as well as strengthen their relations with their customers through more effective, personalised marketing experiences.

Initial analysis from Criteo has shown a +22% uplift in ROAS when integrating Boots’ online and offline sales, compared to online only. Based on analysis of the top 50 brands investing in Boots from mid-September to mid-October 2024, these results provide an early indication of the positive impact of the capabilities.

Measurement of Boots’ online and offline sales transactions is ongoing, with further campaigns and analysis reporting omni-ROAS throughout the Q4 peak expected.

Boots UK and Boots Media Group omni-media director Ollie Shayer said: “As omnichannel behaviour among consumers accelerates, we now possess unparalleled insights into our customers’ shopping journeys. This powerful partnership empowers our brand partners to fully grasp the true omnichannel impact of their on-site activities on Boots.com, driving enhanced performance and deeper consumer understanding.”

LiveRamp UK managing director Hugh Stevens said: “Collaboration is key to the success of retail media, and we’re delighted that Boots will be the first retailer to benefit from LiveRamp’s partnership with Criteo in the UK.

“This partnership supports brands and retailers in the next stage of growth, enabling brands using Boots Media Group to understand the true value of on-site retail media activation for offline conversions and to accelerate ad revenue for our retailer partners.”