The Yeah OK Perfect um yeah it's in English right Sorry I forgot OK then I take that

back Welcome to our masterclass about retailed I forgot for a second that we do that in English Uh

so sorry if you couldn't understand that But yeah I brought like some key takeaways that you will take away

when you get out of this masterclass So why are you here Why are we here We

are here because we want to understand why we tell media beyond Amazon is important

for your media strategy and why it's essential Then you will have a look into how

Cos Nova is doing retail media and how it also um ties into the retail media strategy overall in ecom

and then also in the end we want you to get out with a lot

of inspiration and also like with what are the next steps that you as a brand

need to take to accelerate your retail media or to even be active there also outside of Amazon So this

is like roughly the agenda right you will look about like why you even should be uh

advertising on e-retailers Then we'll have a look uh on Couva's point of view on

it We will look at why beyond Amazon is important and then again talking through some cases so

not only theory but also showing you what we are doing together Um and in case you're wondering who's here

um this is first give over to Susanna Welcome also from my side I'm Susanna I'm

director digital marketing at Cosnova Super happy to be here with you that you also

came the second day I know it's sometimes very hard after the party the day before It's also

a little bit strange to be honest to talk into a microphone and you don't hear yourself So if

we talk too loud or you can't hear us enough just give us a short sign So and to

me I will show a little bit about Frontrow later on but my name is

Sophie I'm performance manager at Fronttro for now 3 years and I'm basically working together with Cos Nova since we

started our collaboration managing Amazon but also everything beyond Amazon which is why it's really cool that

we can showcase a little bit of what we are doing So before we start with retailed I would

like to introduce you to Kosova Maybe the women in the room know the company

or at least the brands that we sell but for those of you who don't know we are a

family owned color cosmetics company founded in Germany in 2001 by Christina Oadam and Javier Gonzalez

One year later we founded our first big brand called Essence and in 2004 we founded Catrice as

our second brand Already in 2013 Essence became the most sold color cosmetics brand based on sold

pieces in Europe so really huge success in a relatively short time and today we are a company

that Generrated net sales around €950,000 last year We are 900 employees worldwide so we are located mainly in

Frankfurt with our headquarters but we have subsidiaries all over the world including the US Brazil Italy France

South Africa And we sell in over 80 countries worldwide Looking at all these numbers this makes us the incredible

be honest and because we're still so small and it sometimes feels still like a startup

The mission that we have as Cosova is make everyone feel more beautiful So um this

is the mission that we had right from the start and this is also the base

of our two brands So Essence as you can see on the left side is a little bit more

playful It's more about the fun of color cosmetics so not taking it too seriously

but Try out yourself to change looks and we don't want to tell our consumers

this is how you have to do it but we want to offer really great quality for a really

low price so that everyone has the possibility to Yeah to use the cosmetics that she or he wants to

use create new looks try yourself out and Catrice we often say is the more grown up brand so

a little bit more sophisticated already It also has a little bit more cleaner look but

the base of both brands is the same so the democratization difficult word in English and of color cosmetics

for everyone I also brought you one brand film for essence so that you get a little bit

better feeling how yeah the brand world really looks like And we hope you can hear

the the the film Yeah I Alright so this is Casnova and now hand over to

Sophie and she will introduce Front a little bit to you as our partner for Richer Media

Perfect OK because we saw such a nice video I thought I also need to keep up with that So

before I talk a little bit about Front row I also have like a little video to show Yes

so this is a little video about us This mainly is now focused on Amazon and also on P2 as

you can see but this is not like our main focus We want to really help

brands who are like experts in all of their categories to grow globally So as

you can see we are now roughly around like 400 employees um half of it here in Europe meaning in

Bratislava and in Hamburg and the other part on the other side of the pond in New

York and um San Diego we help a lot of brands from all different categories from beauty

and wellness also but also power tools etc or Campari in case you want to have like Aparo

or Zati like today on Apa uh they're also here right So a lot of

brands that you know from everywhere and we talk a lot about Amazon which was also

in the in the video that we just saw mainly because it's the biggest player but as you can see

we do so much more than just Amazon so we help help brands on Um Douglas Rossman but also like

multinational like Walmart so every different um Retailer you can imagine that really helps them to grow in

their e-commerce globally Before we like jump into the topic I would really like to understand a little bit like

who who I'm talking to so I would like to understand like hands up who of you is selling a

brand on Amazon already OK who of the you have to keep your hands up For

a second perfect OK who is selling on one other platform than Amazon OK who's

selling on 2 more than Amazon Who's selling on 3 more than Amazon OK so pretty good so far but

the idea was a little bit that we see more and more brands like focusing on

Amazon to really want to showcase why it makes sense to do more than just Amazon because

there's really a lot of hidden opportunities that you can leverage So retail media just to go

by the definition right it's it refers to advertising placed within a retailer's ecosystem for example website app um

using the retailer's own shopper data which is of course super interesting for you as

a brand to really understand who you're advertising to but this means for one we will

focus on this uh master class on the on-site advertising meaning like right website and

app Um that we have um pure players like for example Flaconi so they only have like

the web shop where they sell on but that also means that we work together with marketplace marketplaces but platform

retailers like them that also have like their biggest revenue on offline stores so we try

to find a connection here To give a little bit of a few and I mean a

lot of you are already doing advertising but to just a little showcase of what that looks like in

the end um for right the classic is the sponsored product ad that we can either see

when a customer is looking for a product so they for example are looking for an eyeliner and

we want to be there um with our ad in case they Are looking maybe for

something different and we don't have the organic visibility yet but then also it's more an inspiring categories right

so they're also category placements where people are not really looking for a certain products yet but they want to

get inspired and maybe browse a little bit of what they want But those are like the classic options where

you only have the option to show the product More and more retailers we already know

from Azen We have more and more formats coming on We have sponsored brands sponsored display but also

other retailers are offering more options and this is especially interesting for brands because we're not only talking But

lower funnel awareness for your brands but also upper funnel for a product launch we have we possibilities on

the sponsor display ad to not only showcase that it's a new product but to also gives a little

bit more feeling to it which is especially important in a category like color cosmetics where

it's a lot about inspiring people and having fun with makeup Yes and overall I mean it's pretty clear um

retail media is growing more and more I like projects like two statistics because I think

it's Obvious that it's an important topic we talk about It's also about like the more

generations that are coming now they are all purchasing online They're purchasing online they're purchasing mobile

so it's super important to be there with advertising Why The difference is in the offline store when you have

like a physical point of sale you can see the whole brand with all of

its categories all its priorities You can test it out right You have a multi-sensory experience so you can

see the color you can maybe smell on it um which is also interesting but also

you only see one brand's products right So I don't see any other brand in essence How do you

say like counter right perfect And the difference online is that most of the time you don't People maybe know

what kind of product they look for but you have the infinite shelf of e-commerce which

is of course the benefit right You can put as many products online as you want but it's really important

to be visible So being listed is not enough especially looking at the fact that

more and more people are buying online You most of the time you don't scroll a

lot right So you want to be on top where the product is immediately looking

like at the customer So that's why it's super important and we see this also like when we look

at the retail media ad spend it's growing and even though the change is declining the ratio of digital ad

spend is growing more and more So I said we have a lot of master classes here

though Omar talking about retail media So the question is no longer for brands will we do

retail media It's more about on which retailers will we do which activation Which is especially because it's

no longer just a lower funnel opportunity right People looking online to find the best price They want maybe

special deals They want to compare what product do I get on which platform because maybe the listings

are different Maybe I get a limited edition on that platform but not on the other one They also

want to get themselves like informed and inspired about the product so it's super important to showcase

that online Also right of course we know the whole uh retail ratings topic reading ratings reviews social proof

is also something that's super important and something you don't get you get it offline by talking to your friends

maybe but online it really needs to be shown what the product can be and then also people want to

check the availability of the product which is why when you want to be successful in e-commerce you

kind of need to do retail media on different e-retailers and about uh Cos Nova's take on it

we will hear now So how do we look at e-commerce at Kosnova In general when we look

at the left part of the slide the majority of our sales are still in stationary retail

so the majority of 96% we still generate via stationary retail Nevertheless we see that sales via e-commerce

grow year over year On the right side you can see the number how it changed during the last 4

years and we're looking only at the pure online players here So we multiplied the number

of our e-commerce sales by 5 and it is growing and Amazon is not included here in this

statistic and this even grew more so Retail media definitely plays a role to grow

this e-commerce for us When I talk about e-commerce for Cosnova we talk about mainly

being active at omnichannel retailers like DM for example who have also stationary stores pure online players and

marketplaces and not so much about a D2C business So this is maybe very special for us as our

brands are In the lower price segment in the price entry positioning it's more challenging to create a

D2C business that really gets profitable This is also the reason why we decided for

Kosova our e-commerce growth lies within retail partners and marketplaces Um This is not the only reason why we do

retail media as Sophie already has mentioned because although we know that still the majority of our consumers

buy color cosmetics online they still get informed upfront online So this is the result of a survey that we

did I think 1.5 years ago With bonsai and here we see it was done in Germany 90% of

the shoppers still buy offline in Germany but nevertheless over 90% of both the offline

and online shoppers have online touch points upfront So um e-commerce or retail media especially Plays also a role

in the upper funnel when the consumer starts to think about buying a product even though they buy it later

in the in the physical store How does our reached journey look like So I try to share as

much as I can here because I know also from the audience perspective that it really

helps to be as concrete as possible So um I really yeah share what I can We started

rather late to be honest in 2021 with Retail Media We started with Amazon which is very

typical I would say Um and this was also the year when we when we set up our retail media

team Um it was a really small team so 2 people really small and we had a super low

testing budget It was not even €100,000 so really small What happened one year later is

that we kicked off um our internal cross-functional e-commerce teams called the ECO Trio I will explain a

little bit about this later on but um what I can already say is To drive e-commerce

is not the job of only one team but you really have to work together

with the sales department and also with the eco marketing team who's responsible for product assortment for

online products making sure that you have the right assets that you can show in the online shops so

that the Um products really look appealing that the consumers find all the information they normally in

the physical store maybe have at the shelf when they can test the products So this

was also the point in time when we really Yeah pushed the e-commerce growth in the whole company because

we found allies and we founded this cross-functional group Looking at our spend level you can already

see that it multiplied by over 10 so we understood OK we maybe are a little

bit late to the party so we really have to catch up And one year later we expanded our

retail media team to 3 people and last year we started the collaboration with Front row In

the beginning we did a lot ourselves so um retail media still is a people business so not every

retailer has a fully Retail media catalog and you can book uh via booking platform or whatever but you sometimes

are in a one on one exchange with your partner on the other side and you

decide what to do um but at some point we We felt OK we need

a partner that helps us at least with all the things that can be automized

already so that we can focus more on the partnership management and all the things that are maybe

out of booking systems of the retailers that cannot be automized and we definitely need somebody who helps us

to set up the proper reportings and I will come back to that point later

Today we are in total 4 Team members in our retail media team plus one team lead plus one

working student I also wrote her down here because there's a lot of manual work and we're

super happy that she's in our team with 20 hours per week It really helps to get

everything together Um Coming back to how do we work when it comes to retail

media and to driving our ecom growth this is the setup of the ecom trios that I have

already mentioned So if you want to be successful it requires really a holistic approach

You have to look at what is the right product what are the right products what is the right online

assortment and that might vary from retailer to retailer Do we have the right content Do you need more

assets Do you need videos Do you need a brand page whatever And and this is the point

where retail media comes into place Do you have enough visibility for your products at the retailer

So it's great if you have a lot of products and you have super beautiful product detail pages but if

no consumer finds a product it doesn't help right So um in this trio we really were very

focused on our um yeah focused retailers for e-commerce Talking about retail media um we see

our products in the infinite shelf of e-commerce The second is also being as close as possible

to the purchase decision of our consumers in the store it is super hard in the end

that there is a salesperson standing next to each country and say Hey do you want

to buy a product Of course this doesn't work The third benefit we see is um data So

having the transparency about who looks at our products who buys our products are there other

categories or product types that are bought at the same time so really understanding our consumers is super

important for us not only for targeting reasons but also because we don't own an own D2C

stores so we can't scale on data right now So we rely on retailer data

The fourth benefit is that we can measure the outcome so we directly see How does the return on

expend look like how maybe Do we need or do we need more than 1 or 2 or

can also check is there somebody who saw the campaign and then later on bought the product in the app

for example or do we see an uplift in stationary retail when we push really heavy advertising within a

holistic campaign and also in retail media at this specific retailer And the last point

is strengthening the relationship with our e-retailers As I have mentioned it is still a people's business and

being in close exchange and contact with retail partners not only helps for the retail media

activities but also when it comes to negotiations for the future for trying out maybe a new

Uh new formats or new advertising opportunities So um this is definitely something we should not

or at least we as Cos Nova don't want to underestimate as as it is super important To give you

a better feeling about the numbers so how big retail media is right now I brought

you the numbers of last year So in total we work with 14 different retailers in 19 countries so we

don't only do it in Germany but it is really All over Europe we had nearly 350,000 written media

activations and over 700 Amazon campaigns and our budget was over €3 million last year and it is growing

year over year I hope this gave you a little overview a little feeling about or

how we at Kosova do e-commerce and retail media and how we look at it And now I hand over

to Sophie again Also after you shared her story I had a look We actually started not on

Amazon together in our collaboration we actually started on retail media beyond Amazon So it's actually really

fitting that we uh talk about this today Yes so as you already mentioned right Cos

Nova started on Amazon and this is also it makes sense Amazon is state of the art

also other retail platforms Look what is Amazon doing and how can we not copy it but how can we

adapt what really works well to our platform So of course it makes sense to start on Amazon

It's easy to use It's easy to scale and yeah it's just a plug in the end if you understand

what you're doing it's a plug and play You can just do a lot of things on it

And also there's a lot of volume in one but it's really underestimated of how

much when you combine like this for Germany if you combine all of the like

those are like the biggest retail media beyond Amazon platforms if you combine it you

basically have the same um what is it revenue as on Amazon are almost the same So there's a lot

of potential that brands can use and they also leverage other retailers especially considering that the more

brands are selling on the retailer the more attractive it also gets and the more The retailers

also push to develop their service The other reasons why you should also look at it is you always

have a first mover advantage So as Susan already said right we're always trying to have a good collaboration

with the different retailers also We are always in collaboration with them so we exchange on new products

What can we test if there's a like a retailer that now offers self-service we are always like the

first ones to to work together with them That also comes with cost efficiency because a

lot of the brands are focusing on Amazon which makes Amazon getting more and more expensive each year

basically it really makes sense to look outside the box and look where you can start because a

lot of the other retailers don't have a lot of competition in categories yet so you just pay the minimum

bit and can already start generating learnings and basically get good visibility and a good profitability for your campaigns

and the other thing that's super important is you really have your niche Customers so people that like

Amazon of course has everything but people that look on Rossman or the those are more

like for example suitable for Cas Nova because those are people that look into it that are really close closer

to the product which makes sense and next to the fact that we can also leverage the offline data The

other reason why it also makes sense to look beyond Amazon is the fact that

we are way done with the linear customer journey I think that's something we all

are aware of The customer journey is not the classic OK I saw something I

considered it and I bought it It's getting more and more complex right We have more and more

touch points You basically go back and forth within the classic customer journey Um and the more retailers develop

their services the more touch points you get so it's super important especially as a brand

that's for example socially so active right We have a lot of customers that maybe see a social

campaign maybe see the brand on a festival right So we have a lot of other

Touch points that we can generate but then we also can touch the customer along the funnel

but not only with Amazon but also with other retailers so we can see basically the

effects of like a social campaign on all the different retailers and see what's really the impact if

we look holistically at our media OK so now the question is obviously for you

like where do I start because right a lot of things to consider So we start like we try

to combine a little bit into 4 points that we think are really like more inspiring and really like

so you can go out hands on So the first point actually has not so much

to do with retail media and it's more of a I would say standard thing but it's

often overseen is that you should have an overarching goal How we handle this is that we define with

each of our clients as we call it strategic one pager where we define what is really

our goal with for example retail media beyond Amazon where do we want to grow right So we put it

into numbers we put it into actions so that at the end of the year we

can say Did we follow what we plan Did we not And it's super important especially

in a category like retail media that is growing so much right There are new retailers popping up

There are new products popping up and it's always cool to test but also whenever we see a new test

it's important to ask yourself does this test play into what we overall want to achieve this

year right So possible um goals could be something like OK our focus is really profitability on e-commerce or is

it that you have like a certain product launches it's really important for you where you

want to really be visible on different retailers It could also be that certain countries are important for

you because you see there's a lot of potential growth that you may be focused on a certain

retailer right So overall the most important thing is to know what you want to achieve and not just test

and spend budget without A strategy behind it That's part number 1 Part number 2 is really identify which

retailers are important to you So for example for Cosmova it would maybe not make

sense to put like to put on me right For example not really or like on a UB That doesn't

really make sense so you really need to understand the fit to your base and also here

you can see that there's a lot of potential for uh Germany also within the category beauty um

the revenue uh separated and all of like Amazon is not even in there because it's right it's not

mainly focused on beauty so those are the retailers are really interesting for Nova as they have the audience

that is relevant to their product and over 60% of the revenue made is on a platform

That we actively can play ads on right so we can really be there even

like in self service so we can really together choose which products together like with the product team

which products do we want to push on which platform and also for which keywords so what's

really relevant for us So in the end by really expanding beyond Amazon you can find your niche

audience and build a stronger connection to like a category that's really heavily emotionally evolved so

you really can inspire them which is something that's maybe a little bit harder on a very

generic platform like Amazon The next part is something that we always like to talk

about and see a lot of struggling the whole thing of planning budget Why is

that often like very complex and hard to plan It's important and it's more complex because

you really need to understand for each of the retailers what is their catalog like what do they offer because

each of the retailers is working differently So if you for example have 2 brands and 5 segments

so brands for example could then be like Essence and Catrice segments would be something

like face eye nails sets right For each of them you would have a separate campaign And then you have

to look at OK which targeting options does my retailer give We have some retailers that

are more like rudimental so we only can do auto campaigns so we don't really have control

of where our product is placed But then we also have the option where we can then

have generic targeting is most of the time possible but some of the newer retailers

for example don't allow competitor targeting which is good for you as a brand because every

keyword that is related to your brand is safe right No competitor will be there But it also gives

you less option to grow because you need to then focus on the generic ones But that also

means that you if you do everything have 40 campaigns with like let's say a €5

budget daily which is not a lot on a 30 day month already makes €6000 that you should

plan for a month and then it's always important to ask do I need to have a

full set up on each of the retailers or maybe do I want to test

for brand A segment one and for brand B segment 2 So it's really important to ask that before you

plan and do everything at once because that can really in the end not help you make

a decision Why we will uh come to that later on because it also plays around the attribution

model And yeah I said the other part is also which countries are most important to us

so we are always like trying to test out new countries but then we also say let's not do the

full set up Let's start with maybe a brand that's already working well or maybe also the other

way around Maybe test a brand that needs a little bit more push on the

media side because it's organically already working well So those are all of the things that we

would say like are important if you really want to start And then I think our model is always like

test the depth and scale where it's possible And the most important thing here is to always really understand

that yes each of the channels or retailers work differently but there are also learnings that when you do

them on one retailer you can adapt them to others That's for example why we leverage

sometimes like Amazon data because Amazon has a lot of traffic right So if we want to

quickly want to learn something we usually go with Amazon and try to adapt it

to for example the M4 Rosman right especially when it comes to like keyword harvesting Um

but then also there are things that we cannot change because each retailer is different and that's

where basically I brought like some cases that we can have a look into which also showcases like

one why we go beyond Amazon but also why it's like very complex and not just the easy

OK we start so you really have to find the strategy to fit The first thing we brought was a

case that we have ontino and it's a very big platform that offers like maybe like more rudimental targeting options

but the main benefit here is also that we can advertise on a lot of marketplaces that we cannot reach

on Amazon right especially like Eastern Europe is something where we really Then can push on Notino because there's room

to grow and then also of course always looking at the data and learning especially now that

we basically have one year together we can always see is there seasonality and so on but like

the main focus for Notino is that we can really grow in countries that we cannot leverage on Amazon

The second part that we want to put together which also plays into like the

specialty that Cosnova has is that we always have to ask like the brand and

platform match So of course Flaconi makes sense as a platform called for Cos Nova

but one they are coming more like from a fragrance point of view and then also there are a

lot of premium brands that advertise their products on there and you can imagine if you

have a brand on entry price level with a product price for example for 299 The question

is do we want to go or compete with a brand that sells a concealer for €30 right If

we pay a CPC of €3 that doesn't make sense for us So it's always

the question where do we want to stop how hard do we want to push and that's also

the benefit that we have always with Cos Nova We have strong brands I feel like every girl

knows Essence and Cariz like I grew up with it so that's always our strength but it's always always

something to consider And when we look at the data right because we need to invest more to also be

visible but then also need to find a balance so we want because in the end

it's a performance channel And then I have one really interesting learning on DM I think it's

interesting looking at the fact that we talked about earlier about the campaign set up So when

we first started we always try to keep it simple to learn fast and then scale

when we see that there's potential to scale So usually we start with a very top level campaign set

up for example for face we had one campaign where we had different like face products in it

But what we then saw is that for example on foundation more people are looking for it so there's more

search volume and we paid like from the budget we had for the campaign Most of the

spends were for the foundation which is cool because we sell the foundation but it's

hard for us to get our learnings how the other products are really developing So what was

our in the end action based on that we made a way more granular set up right so

we had a campaign then for the different products really one for foundation one for concealer one for bronzer

so that each of them gets a part of the budget which also means we can collect

clicks which means we can collect data and we can make them decisions based on what works Which is super

important especially as we have a lot of new products always coming in and it's super important for

a product team to know which products perform online best and this is something we can only say if we

really have data for each of the products If I have 10 clicks for one product I can

really make a decision if it works well or not It's more of a luck thing of who

really looked for it And yeah in the end it was really successful We had like a

raw uplift of 45% By having this granular set up and this was so convincing that we said OK

we really want to enroll this set up on all the different retailers so right again understanding

the challenges challenges and then adapt when you see there's potential to learn Yes OK so

we have like some cases so far but we also want to like look a little bit like the pitfalls

and I think like the most common pitfall that we also struggle with is the

whole um conception that OK it's easy we have multiple platforms so we have a

lot of like opportunities but what also comes with it is uh a lot of challenges especially when

we look at the data system or the framework because for one we have different software

solutions on Amazon we have one Amazon has their own retail media solution But on

the other platforms we have Criti we have Cyrus and a lot of the retailers built their own software which

makes sense because they have a passion for it They want to make it special but it makes

it really hard for us to collect like combine all the data and to also compare it because

every retailer works differently The other part is that there are also like different auction models

for most of them we have like the 2nd bid auction so we pay 1

cent more than the 2nd highest bidder but we also have platforms where we pay basically first price so

we don't really know what the customers paying We kind of have to guess and test a little bit

where it's going So there's also something to take into consideration because it's not some campaign that

I set up once I really constantly have to check where are the CPCs are rising Is there

more competition coming Which makes it hard to keep track of Then also coming to placements right We talked a

lot about the fact that they are developing more and more features but also like

formats but also placements Usually we start with like search placements classic ones but a

lot of retailers start doing PDP placements checkout placements There are like a lot of things

popping up and you always have to keep that in mind also within your naming structure You always want

to be able to report what you're doing Then also data availability which is like very different

from retailer to retailer and also something that we have to Deal with because we want to make

the right recommendations for Cos Nova to really understand what works well and what doesn't and it's

hard to compare that when it's so different at formats we already talked about uh the whole process

which is maybe something that's not on top of minds of everybody but You on Amazon you just set up

a campaign Yes some have to get approved but you don't really have to do something but we also have

platforms that are really fresh and that they really approve every campaign so it's a lot of

communication overhead also on our end which makes it not necessarily easier Um the Metrics topic is also different

because we get different metrics from each of the retailers Of course the most important ones

we get from each retailer but some we don't And one part where I think

it's really important to keep track of is the whole topic of attribution model means which

sales will you get attributed to my ad So in the end how much can I

report to my campaign and track And this is really crucial because like a lot

of retailers have different attribution models They may attribute something 7 days post click 14 days

post click 30 days post click which of course has a huge influence in all

the other metrics especially like grows right If I have a click one month ago and still

count it to my campaign it makes the campaign look really good but is it really necessary that this

one specific campaign made the purchase in the end Probably not The other part is also post to

and post click which of course is a different kind of uh influence also that the ad had on the

purchase if somebody clicked and purchased afterwards it's more like the possibility is higher that they purchased

the product because of the ad If they just for example saw a display ad and it was

on the screen you don't really know was it because of the ad right You

never know So that's also why we focus a lot on like post click campaigns and then

also the other part is which is like something we also always have to figure out

when we compare the metrics and reports um some retailers just report the same product so they

gave me give me the roars and the sales to the campaign only the ones

um That like specifically that product that we sold some give me the same category So for example we have

a way lower on a campaign that gives us only same product costs sales Then on a campaign that

shows us also same brand products which is something to keep in mind because maybe

a platform looks worse than it actually is just because the rules it reports differently

Yes To that and I think that's something that's super important for us and we already

talked about and you said that data is like something we live on so we have like our own catapult

retail media dashboard where we can always compare how is the performance um Changing time

over time how is it for each of the retailer how is it on each of

the countries which is super important to really make decisions based on data and not on a feeling or something

you see somewhere else because they really want to get the best out of it Maybe to

add here this makes our life way easier because you get reportings in super different formats from

the retailers So sometimes you get access to a tool where you have all the numbers

beautifully already prepared and you can just download it and sometimes you get a screenshot And so

it's really the range is really broad and this was one of our biggest challenges

as a brand because at some point we simply were not able to To collect all the data to

check all the data to bring everything in the same format and so thank you for that

This definitely helps I'm also really happy because it's so much easier to really take a step

out look how it's overall going and then going into the interface and making changes

so we can definitely compare things and um something more on the softer side that we think is really

important is also something that you said right collaborating together so we mainly talk with the

retail media team of yours But we are also in contact with the sales team because in the end

it's a team effort and then also the other part where we also are really happy

is that we are staying quite flexible right So if we see a certain potential in a retailer

or not then we are also able to shift budgets so staying flexible is also something that we think

it's like a key thing to keep in mind and to do And The most important thing like

it sounds like a little cliche but it's really talk with each other That's something that we definitely learn

because it's so important not only between Kosova and us but also between the retailers right We often give

them learnings that for example we see is already working well on another retailer so we give that information to

them to really grow together so it's more of a really how can we collaborate the best It's also

between us If you for example say a certain retailer they may offer retail media options but

it's not scalable it's super manual It's a lot of effort like the overhead is crazy for what

you get out of it We also want to openly be able to communicate that and say maybe the budget

is better placed somewhere else So this is something that we really appreciate in the collaboration with you that

we stay flexible and really look where we can grow the most Yes and I think that's it from

my side I would then go over to you so you can share a little bit of

what's important to you when you choose the retailer So when you now think about who

are the retailers you want to work with when it comes to retail media these are some learnings

that we collected personally at Cosnova so maybe you also have something to add but this

is our key takeaway I would say So the first question is does the target audience at

the retailer fit to my brand So this sounds super easy but it's important to check Um then the second

question is how much traffic does the online shop of a retailer have You often have formats that

have a limited um yeah The number of formats you can book is limited but

also the traffic obviously is limited So if there's a lot of competition and the traffic in the online shop

is not really big you have to be super fast or you have to maybe pay higher

prices to make sure that you really get all the placements that you need to create the visibility

So checking the traffic of the online shop Then a third one is it a

pure online player or is it an omnichannel retailer I already talked about omnichannel retailers that we sometimes

have the possibility to see an effect of our activities also in the offline stores but it goes beyond

that So when you have an omnichannel retailer it definitely makes sense to think about

how Can we create a campaign that the consumer really sees as consistent and it doesn't matter if

she's at the online shop or in the store and maybe how can we think in storytelling

or storytelling wise or in the journey that it really goes hand in hand To be honest we

are not there yet to measure this ropo effect so research online purchase offline Not yet We

know that a lot of retailers are working on that But nevertheless they are the first steps and of course

we as communication teams can actively shape our communication campaign The fourth one is is there a retail media catalog

sir and what kind of activations are there Often you don't only have the possibility to book formats on site

but there are also a lot of formats that you can book at the retailer touch points at other platforms

To give you one example There are some countries where our brands are maybe not that known yet so sometimes

it makes more sense to think about if the retailer is well known in the country

it maybe makes more sense to collaborate on TikTok or Instagram and use the reach of the retailer

to promote our products then promote it directly in the web shop because Normally consumers

want to know at least a little bit OK what is this product about what is

this brand about before they buy and Profiting from the trust and the awareness that a retailer

brand has can also be one part of retail media So this would be an example more

in the upper funnel but it's super important especially in countries where maybe you're not that much distributed

and not so well known Coming to tools so there are already some tools and

luckily even more more and more retailers start to work with tools that makes it easier to

have a consistent booking process and also makes it easier for the agency to do the bookings But others don't

as I have already mentioned so um Hopefully we see more consolidation in the future We

already see that for example CEO is one of the of the um tools that

is used more and more and this um as I said makes it easier definitely for the

booking Then which kind of reporting data is available I guess about reporting we already talked a lot

so I will jump to the next one and this is how long are the

lead times This is also super different from retailer to retailer and it goes hand in hand with how attractive

is the retailer also for your competitor brands So sometimes you have To be super early

and you do really a yearly planning at the beginning of the year with a retailer to

ensure that you get all the formats and the placements and the audience that you

want to reach For others they are more flexible and this goes in parallel of course also with the

number of traffic a retailer has And then the last one the customer relationship is something we also talked a

lot about already already There are still a lot of placements that maybe are not in the retail media catalog

or that the retailer just started to develop and they are looking for test partners

for example and the closer your relationship with the retailer is the more likely it is that

you can be one of the first ones trying out maybe a new placement or

also not only trying out a new placement but also developing new formats Together So looking a little

bit into the future what do we think will be important or how do we

see retail media in the future So definitely we see it as more than just a conversion tool So we

really see retail media for the full funnel I already gave you one example talking about TikTok or Instagram

and collaborate with a retailer there In general we are convinced that Retail Media will have

super high relevance in the future and we saw that e-commerce is growing year over year

year especially in the young audiences and our brands mainly are important for the Gen Z not only but

this is our key audience so We not only see that the whole market is evolving the retailers are

developing better tools better reporting etc but it also is relevant to grow our e-commerce business

in the future Then we see market growth We see also that retailers start to build bigger teams

so they understand also from their side it is not only important for the brands to be very honest and

it is also interesting from their perspective to generate another type of income Um and

they create new team structures and the better the team structure on the retailer side is and the more

specialized people you have there you can talk to the easier it is of course for us to create really

good campaigns together We see a huge need for standardization There are a lot of things that are not

standardized Sophie just gave the example that some retailers develop their own booking tools This makes it of course very

difficult when you have to learn and understand how the tool of each retailer looks like

This is one example but also when it comes to reporting um as we gave you

the example there is a lot of very not only Different kind of detail that you get in the

reporting the formats are different and also sometimes the the calculation of the KPIs is very different We hope and

we see that tech providers grow like Crio but we also see Cyrus ads for

example or retail media tools and that they gain more and more customers Also for the

retailers it can make the life easier to work with such tools and tech providers because they

do not have to develop everything theirselves Um we see definitely a shift to the upper funnel so

thinking retail media and retailers as one Touch point within the customer journey One relevant touch point and understanding where

in the journey comes the retailer into place Is it more at the beginning or is it more

really close to the purchase And this might depend or this might be different from country to country

from culture to culture and also depending on your brand awareness in the different countries so Integrating retail

media is one discipline within the whole media mix and not separating it into OK retail media

is only performance and then we have our nice brand awareness and image campaigns but really bringing it together and

think it whole funnel This is something we see as super important for the future

And the last thing the measurement of research online purchase offline We're super happy that retailers start

to think about how can we create the connect as obviously we are not the only

brands that want to know the effect um and so we hope that we can see some Yeah some

results in the next months hopefully let's see here and nevertheless It is still a growing field right so

we don't believe that in the next 1 or 2 years it will be a completely automized

and standardized business so it will stay a people's business at least for the next I don't want

to say years let's see but it will save people's people's business And I think that's it so far you

can just oh I can I can take over Yeah just summarize and pick up where we

started is I hope you now like have a good overview of what happened You got away with like some

inspiration and some things to start I hope you understand why you're here because right if you want to

grow your e-commerce business you need to be on retailers You understand a little bit of

how Cos Nova is doing it by having like an overarched on what they want to achieve

and I also hope that you know like where to start a little bit like really check your goals

see what's important to you and then maybe start and learn like to push more

on starting and learning because each brand works differently or like having the perfect plan and in case

you have any questions you can just come to our booth and hall A1B03 Well we also have like

some some giveaways uh but yeah that's it so far from us um I hope you

have a good time and uh if you have questions feel free to ask please Maybe to add

here we also have a booth this year It's an A4 very much at the And in the right

corner yes and maybe you have seen that we have some bags here so really please grab

the bags especially the people in the last rows You can just come and grab the bags We have some

products for you So you're free to take it with you home There are also some

non-color products for the men in the room Do we have any questions Hands up if we

do Thank you so much to you too Um Susannah question to you what are

you really looking forward when recapping about retail media current status What do you think in 2026 what is something

that you personally wish for Oh that's a hard question um I would say Understanding playing and measuring the

full fun approach I think that's it A very very short answer but This is something

that really changed over the last month so how we look at retail media and zooming

a little bit out and understanding that is it plays a way bigger role than in the lower funnel What

would you like to measure What would you like to measure there specifically So what retail media is telling

you from there So when I look at our business one of our biggest challenges

is to understand what is the impact of digital communication in general on offline purchase as we

do not have own offline stores We don't have well we have one online store in the

US but this is just one country And bridging the gap and understanding how it really impacts the

purchase decision and how to connect offline sales with everything we do online It is

more than retail media obviously but especially as we focus a lot on the Gen Z they are online

They are on the social so we mainly invest our marketing activities on digital or in digital

I think this is our biggest challenge and maybe the retailers already have a better

database to bridge this gap and to understand the connection Maybe this could be an easier starting

point than trying to connect I don't know a TikTok campaign with offline purchase I always have to accompany

Sophie because I don't have a headset Hi Sophia I'm representing Mars and I have a question So

um really interesting insight on the upper funnel playing a bigger role for the retail media What kind of KPIs

do you usually consider when you evaluate the campaign results for the upper funnel So It's a discussion

we had a lot over the last month There are some very classical I would say KPIs for the upper

funnel So we look at the CPM so how much does the contact cost in the end We

look at the reach But I think that's not enough so We I guess we need kind of

a quali CPM in the future so being sure of what kind of impact does the contact

really have because I think this differs a lot from platform to platform So if you have for

example a 6 2nd video or you're just scrolling through your feed and you have

a contact guest But does this have the same impact Like for example you are at the retailer side

you have a I don't know a brand shop or branded video or whatever and you

have a way longer engagement time with the content then I'm sure that the impact is a different one We

do not have an answer yet to be honest but we're thinking about how can we combine

this Quantitative view of how many people do we reach and how much does it cost With a qualitative

view can we really be sure that the message came through or that the brand at

least was really recognized And so I guess in the future it will be more a combination of engagement

metrics and reach metrics And maybe from our side as we also try more upper funnel for example

on Flaconi we're also like testing our sponsor display or sponsor brand video campaigns uh yes we look at also

the performance of it but for us it's really about learning which for example audience works best because

that in the end really helps you to understand who do you in the future want to

invest in because sometimes it's not about the KPI of a certain campaign but really on looking at the

future of how can I adapt from where I spent my money already and make most out of

it So that's something that we also look into I can also listen and uh translate But Sorry

um I'm Annalina I'm representing Christian Diop firms from Germany and I actually have a question regarding your campaign So

for example you said that you of course want to invest more in retail media going forward

but how do you measure it like together with your normal campaigns let's say for example like normal banners

newsletters stuff like that do you see like a bigger impact when you do like a

full A final campaign plus like normal activations or you don't see any difference like I I

would really like to know and also another point is like if you use it like always

for bigger campaigns or like also like for targeted campaigns because you know you can also

play like the full fun campaign and then also use retail media again like as like retargeting or

stuff like that right So it's a combination um So starting with the last part of your question um We

have these classical I would say product launch campaigns over the years and we always check to

make sure that when we run those campaigns that the message is also reflected in our

retail media activities at the same time We still know or we still use the strength of retail media

to push the lower funnel and the performance of our products at the retailer So there's kind of a base

noise that we run throughout the whole year that is really focused on optimizing optimizing the ros

and so we are adding activities when it comes to cross or to the bigger launch campaigns

um The second question do we see an impact or when do we see an impact The

learning that we um generated is At least it's not only for Germany at least

for Europe I would say I have to think about the more activities and channels you combine the more likely

it is to see an impact So it is not only retail media plus maybe

one other discipline but when everything plays together like influencer marketing a huge digital plus retail media then we can

see Uh really peaks in in sales But it's not the case so this is

what we observe right now um But it's not the case that we have a

concrete formula for that so we're trying out a lot We check what we can see and

then we try to understand where does it come from setting up hypotheses and thinking about how can we recreate

this in the future But the overall learning is the more you You align at the same

time the more pressure at different channels you have and the consumer really sees you at different touch

points in different contexts the more likely it is that the product is really sold Maybe

from our point of view right we do retail media we do Amazon we do other retailers

but we also have our customers on Shopify on and on email marketing So in

a perfect world I know each touch point of my client and know which performs best but of course

we are only limited To what the platforms also provide us right also looking at

data security we try to combine it as much as possible For example Amazon with Amazon Marketing cloud

we can try to add more touch points to it and also when we for example do a

social campaign maybe add a tracking link to Amazon so we can see whose audience is

checking where but we are very limited to what options the retailers give us in terms of cross channel tracking

so the perfect world we would love to know it but it's not possible Questions Thank you so

much So I'm Georgia uh responsible for trade marketing by Shark Ninja for the Duck region So much

more focused on the offline sector I have to be honest but I'm extremely interested

about the fact that you talk about the omnichannel strategy And I'm also trying to investigate more

about that I have two questions with this regard So the first one is that

how do you manage to create an omnichannel strategy considering the fact that the tracking the data that you

have offline are not the same as the one that you have online So uh does it work internally in

the company Do you have two different teams working In purely trade marketing and one

digital media or digital activation so this is the first question and the second one talking about omnichannel strategies

do you adopt the same strategy that you have online also on the offline channel Considering that the customer

journey yes it might be once but it might be also different because maybe the customer wants to

purchase purely offline and not having uh an insight online So to your first question um We have the advantage

that the media team and the retail media team have the same team lead who's sitting over there by the

way So um And we work super cross functional together as When we started e-commerce or when

we started our mission to grow e-commerce we understood we can only achieve this when

we collaborate super closely together because we come from an offline business So Nova was born in an

offline world and we As I showed on the chart we have such a high number of

sales still offline that this group of allies definitely helped to align as much as

possible and I guess this is really was really a success factor for us When we talk

about campaigns we do an annual planning And with our most important retailers we share this annual

plan so that they know when do we plan which overarching campaign and then it

is our task internally to bring everyone together and make sure that the Things we plan are really in

line and play into one another To be very honest sometimes it works better sometimes not I

think it's everywhere um But this makes it definitely easier so the the common mission to drive e-commerce

forward and the understanding of digital marketing in general as it is really very strong

in the DNA of Cosnova Let me just add one example right when we just launched like

the invisible Cover Foundation on because we we got the information Then we also started like a Prime

video campaign on Amazon but we also started doing display campaigns on Flaconi so we're really trying to what you

already mentioned give the customer like the same experience on all the different touch points so they have the

same look and feel to it And then maybe uh to add one thing to your second question

which is like how are they different right buying online and offline one thing we definitely see or like also

it comes with a category usually right you go to like for example MDM you look at the

colors you get inspired and you just pick something right which is a little bit hard to do online So

what we definitely see is that people that buy online already know what they want like they know the

product right So we have for example a relatively high brand share because we have more customers

that really It's it's not good if you buy a foundation it's the wrong shade This

is something you cannot see online right So it really comes within the category I

would say for your products It's maybe not as critical but it's definitely something to consider to understand how are

the how are the differences between the customers online and offline Yes it doesn't need to

be different but for example on Cos Nova it's definitely different And also from from the brand perspective

um It can be super different which kind of activation at the retailer makes sense to be honest So we

tried out really low funnel activations at retailers in countries where we didn't have a huge offline distribution where our

brand awareness was pretty low and simply didn't work So this was one learning that we gained OK we

need to Even though we are super low priced we need some kind of trust

building activities first so some kind of image transfer maybe from the retailer to our brand so

before we can do hardcore selling activities And so this is for example one thing we didn't know before No

one told us but we just found out when trying it and so it can be really

different from country to country and also from retailer to retailer And I think that's it

Thank you so much for your time and enjoy the 2nd day Thank you