Boots has begun promising more transparent attribution across its digital and physical retail environments, with the help of data collaboration platform LiveRamp and commerce media company Criteo.
Launch partner for the joint solution, Boots Media Group will provide an omnichannel view of consumer touchpoints by combining Advantage Card audience data and offline sales transaction data. As a result, Boots’ retail media proposition is now said to allow for first-party audience-led targeting, closed-loop attribution, and omni-ROAS reporting.
“I am proud Boots is at the forefront of this groundbreaking collaboration with two of our key retail media partners,” said Ollie Shayer, Omni-Media Director at Boots UK and Boots Media Group. “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.”
The solution leverages LiveRamp’s Data Collaboration Platform and Criteo’s Commerce Yield monetisation solution to help retailers to enhance the first-party targeting and attribution capabilities of their media networks. It does this by providing access to audience segments built on both online and in-store purchase data, while aiming to improve reporting of sales data across channels.
“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,” said Hugh Stevens, UK Managing Director at LiveRamp. “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.”
According to Criteo, early analysis has shown a 22% uplift in ROAS when integrating Boots’ online and offline sales, compared to online only. This is based on the top 50 brands investing in Boots from mid-September to mid-October 2024.
“As leaders in retail media activation and data collaboration respectively, Criteo is delighted to partner with LiveRamp to deliver more enhanced, unified data capabilities for Boots at a key moment in retail media’s evolution,” said Jill Orr, Managing Director, Enterprise, EMEA at Criteo. “By expanding the routes by which Boots can monetise its first-party data, measure omnichannel impact, and enhance targeting, we are unlocking new growth opportunities. And as these early results show, we anticipate its brand partners will also benefit from being placed in the direct purchase path – particularly as we head into the sales peak.”
*LiveRamp is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
