Marketing Report
HEMA starts retail media network

HEMA starts retail media network

HEMA has started its own retail media network for suppliers and non-suppliers. Brands can now advertise on digital screens in all HEMA branches.

This involves 289 digital screens spread over 280 branches throughout the Netherlands with a reach of more than 500,000 consumers per day. Because these screens are located not only in the stores, but also in the shop windows on the outside of the stores, advertisers reach not only HEMA visitors, but also shoppers in the shopping streets.

Bas Verheijen, Chief Customer Officer, HEMA: ''Retail media is becoming increasingly important in the marketing mix of brands. With the large and diverse shopping audience that we have in and around our stores every day, it is a logical step for us to offer our screens to advertisers. By the way, this is only a first step for us. Not only will we significantly increase the number of screens in the short term, but we will also further expand the options for advertisers in 2024.''

HEMA uses the self-service retail media platform Streaem. This allows advertisers to purchase and optimize different types of campaigns in an accessible way. The Amsterdam consultancy company Newcraft helps HEMA shape and expand this retail media proposition.

In 2019, Albert Heijn started a similar concept in its stores via AH Media Services.