Retail Media Networks are primarily associated with direct sales support — and understandably so, since they operate right at the point of purchase, where decisions are being made. But their impact goes far beyond that. Well-designed Żabka Ads campaigns can effectively support a product or service at every stage of the customer journey. Not familiar with Żabka Ads? Check out our previous article on how Retail Media Networks work and the highly promising outlook for their growth. Ich działanie okazuje się jednak znacznie bardziej długofalowe. Odpowiednio zaprojektowane kampanie Żabka Ads mogą skutecznie wspierać produkt lub usługę na każdym etapie lejka zakupowego.
Found this article interesting? Then check out the next one — you’ll learn how Żabka Ads can help you quickly test communication strategies and measure their direct impact on sales.
Straight to checkout
Let’s start from the bottom — quite literally. Żabka Ads can help you “skip” the top of the funnel and drive immediate purchases. A refreshing drink ad on a hot day, with a vivid splash in a glass over ice and a can glistening with droplets on screen, can instantly spark consumer interest — even if they haven’t formed an opinion about the brand or the product yet.
Retail Media Network campaigns, however, can also deliver less obvious and more long-term benefits.
Building brand awareness
Every day, Żabka stores are visited by 3 million people. To put that into perspective — no news program in Poland draws such a large audience to their TV screens. Żabka Ads can therefore serve as a powerful reach-driven medium that, with relatively modest investment (especially compared to TV campaigns), enables you to quickly spread the word about your product or service to a broad audience.
RMN campaigns seem tailor-made for promoting new products or innovations — such as new flavor variants. A single in-store touchpoint may be enough to build awareness… and immediately convert it into a sale.
Increased interest
Żabka Ads also means precise targeting. On a Friday evening, customers tend to look for different products than they do on Monday or Tuesday mornings. Thanks to detailed analysis of shopping data, we know exactly what ads to show, when, and to whom — ensuring maximum relevance and impact.
But how do you target products that aren’t part of Żabka’s in-store offering? That’s where category co-usage data comes in. By leveraging these insights, we can serve ads for running shoes to customers buying isotonic drinks, or promote a family station wagon to thirty-somethings picking up baby food jars.
Purchase consideration and value building
Advertising screens in Żabka stores allow for a clear presentation of all product benefits. RMNs can act as an extension of the packaging, highlighting messages that might be less visible on the label. It’s also a great space to showcase the full product range — and, for example, encourage a heavy iced tea consumer to try a limited-edition summer fruit flavor.
Żabka Ads also enable comprehensive communication of promotions, lotteries, or loyalty programs — and make it possible to run A/B tests, which we explore in more detail in one of our
A funnel full of new possibilities
In summary, Żabka Ads can serve as a powerful tool at every stage of the marketing funnel — and beyond boosting sales, they also offer a range of long-term benefits. Well-designed campaigns can innovatively raise awareness of products or services, positively influence consumer attitudes, and support purchase consideration.
Found this article interesting? Then check out the next one — you’ll learn how Żabka Ads can help you quickly test communication strategies and measure their direct impact on sales.