Aperçus12th Apr 2026
Retail Media: The Key to FMCG Brands' Shopping Carts?
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It is the dream of every marketer to reach the customer at the moment they are about to shop or are already shopping. And that's exactly what retail media makes possible: channels that have no competition in proximity to the purchase decision. In our country, fast-moving consumer goods retailers are already successfully flirting with them. But why are Czech FMCG brands still cautious, especially when the "pay to play" effect could allow even smaller ones to shine?
Czech Caution with Retail Media: What's the Catch?
Let's admit it, one of the reasons for the caution is that the digital sale of fast-moving consumer goods is still not happening on a large scale in our country. It is estimated to be only around 4% of total sales. FMCG brands may, therefore, wonder whether digital retail media formats are a suitable tool for them to build massive awareness when the majority of grocery shopping takes place the old-fashioned way, in a brick-and-mortar store. And what's more? Although the potential is huge, brands are struggling with the fragmentation of individual retailers' systems, where inconsistent measurement and reporting complicate the evaluation of campaign effectiveness. These are all legitimate barriers. But what if we told you that despite them, retail media has huge potential that would be a shame to leave untapped?
Why Is It Time to Get Going and Test Retail Media?
Despite initial concerns, retail media should now be an essential part of the marketing strategy for FMCG brands. We have written down for you the reasons why you should include them in your plan as soon as possible: Leverage the size of retailers: Retailers like Lidl, Albert, or Kaufland are among the biggest advertisers on the Czech market. This trio invests huge budgets to bring customers to their stores and apps. Rohlik.cz, Košík, or Tesco, in turn, are among the top Czech e-shops with billions in turnover. Why not ride on the reach that these retailers are building and profit from it for your own brand?
Data is gold (and retailers have it): Retailers hold a treasure in their hands – data on the purchasing behavior of their customers. Thanks to this, it is only a short step to the correct targeting of campaigns, i.e., addressing the right customers and a subsequent evaluation of the real impact on sales.
A unique position in the purchasing process: No other channel gets you so close to the purchase decision. Advertising in retail media addresses the customer at the moment when they are actively shopping or about to shop. This significantly increases the relevance of the message and the sales potential. And how to use this opportunity? There are more than enough options:
Sponsored products in the product list: Get instant visibility for your product directly at the point of sale (online), whether it's in search results or category views. Be visible where the decision is made. Your product will appear directly in search results or in the categories where the customer is choosing. Don't wait to be discovered – show up first!
Banners for users who have historically purchased the product (retargeting): Subtly but effectively remind those who have already shown interest in your product or a competitor's.
Banners displayed in a category (contextual targeting): Be visible where customers are actively looking for products in your category. Be the answer to their question.
Sponsored products in the shopping cart: Offer your product at the moment when the customer has their basic purchase already completed.
Sources:
[2] https://www.mediaguru.cz/clanky/2025/01/do-reklamy-v-mediich-v-roce-2024-nejvic-investoval-lidl/