Media Marketing Delhaize

What Media Marketing Delhaize does

Media Marketing Delhaize (MMD), legally Points Plus Punten S.A./N.V., is the in-house retail media agency of Delhaize Belgium, operating exclusively as the authorized advertising sales arm for the Delhaize retail ecosystem in Belgium and Luxembourg. The company sells omnichannel advertising placements to consumer packaged goods brands and FMCG suppliers, offering access to 699 Delhaize stores, the Delhaize.be and My Delhaize app digital properties, the Delhaize Magazine print product (Belgium's most-read magazine, 4.1 million readers, 550,000 copies per issue, 6 editions per year), and personalized CRM channels powered by the SuperPlus loyalty program covering 2.5 million Belgian households and 3.7 million weekly transactions.

MMD's offering is structured around three pillars — Understand (data and analytics), Reach (onsite, in-store, magazine, offsite, omnichannel packs, personalized communications), and Engage (gamification, CRM journeys, in-store activations, packs) — built on the Enlight+ subscription analytics platform (General View, Assortment View, Distribution View, Lapsed & Gained Report, Launch Innovation Report, Brand Segmentation) and an 80+ format media catalog that includes Sponsored Products (an algorithmic CPC product on Delhaize.be and the app), Online Visibility banners, Brand Pages, Claim the Category always-on placements, in-store Stoppers, Digital Signage, Radio, Sampling, Direct Mail, e-CRM Journeys, Gamification Programs, and bundled Innovation, 360°, Digital, and Promo Focus packs. The Sponsored Products algorithm and product-level hyper-personalized dynamic emails constitute the named algorithmic/ML capabilities. MMD also extends reach beyond Delhaize's owned properties through Offsite Display partnerships with DPG (Mediahuis), Adevinta, Ads & Data, and IPM, and validates campaign outcomes through research partnerships with Kantar and MeMo².

MMD operates a B2B sales-led go-to-market targeting brand managers and marketing teams at enterprise FMCG clients — the disclosed customer roster includes Coca-Cola, AB InBev, PepsiCo, Nestlé, Unilever, P&G, L'Oréal, Danone, Mars, Mondelez, Barilla, Colgate-Palmolive, Ferrero, Pernod Ricard, and dozens of additional global brands. Revenue is generated primarily through retail media advertising services (CPC, CPM, fixed-fee campaign packages, in-store activations) supplemented by the annual Enlight+ subscription; pricing is quote-based and not publicly disclosed. The company is a private Belgian entity within the Delhaize Group (parent: Delhaize Le Lion/De Leeuw Comm. VA, itself part of the Ahold Delhaize group), headquartered in Asse, Belgium, and operates with no disclosed headcount.

Name

Media Marketing Delhaize

Legal name

Points Plus Punten S.A./N.V.

Website

https://mediamarketingdelhaize.be

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Retail Media Advertising

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Media Buying Agencies (541830), Media Buying Agencies (54183), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Marketplace & Retail Media Advertising (Amazon/Walmart/Instacart, etc.) (MPAAACAJ)

akta.pro secondary industries

Retail Media & In-Store Media Networks (Onsite/Offsite Retail Media) (MPAAAJAD), Retail Media, Shopper Marketing & In-Store Activation Services (CRAOAOAD)

Keywords

• Retail media advertising
• Shopper data analytics
• In-store activations
• Omnichannel media buying
• CPG brand advertising

Headquarters

HQ city

Asse

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. Retail Media Advertising Services: MMD generates revenue by providing retail media advertising services to consumer brands, offering various media formats across Delhaize's digital ecosystem (onsite, email, app) and physical stores (in-store activations)
2. Enlight+ Subscription: Annual subscription service providing access to the Enlight+ online platform with sales reports and shopper insights. Renewed annually with one-year calendar periods (Jan 1 - Dec 31)

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Media Marketing Delhaize sells retail media advertising services to consumer brand advertisers, giving them exclusive access to Delhaize Belgium's omnichannel retail ecosystem (699 stores, Delhaize.be, My Delhaize app, Delhaize Magazine, SuperPlus loyalty database). The offering combines proprietary first-party shopper data (2.5M households, 3.7M weekly transactions) with 80+ media formats spanning onsite display and sponsored products, in-store activations (stoppers, digital signage, caddies, sampling), personalized e-CRM and push communications, offsite display, gamification, and omnichannel packs. The Enlight+ analytics platform provides sales and shopper insights on a subscription basis.

Product overview

Media Marketing Delhaize (MMD) is a retail media agency operating within the Delhaize Group, structured around three strategic pillars: Understand, Reach, and Engage. The offering is a platform-plus-modules architecture combining an Enlight+ data analytics platform (General View, Assortment View, Distribution View, Lapsed & Gained Report, Launch Innovation Report, Brand Segmentation) with omnichannel activation tools spanning Onsite digital placements (Sponsored Products, Online Visibility, Promo Visibility, Product Sampling, Free Delivery Push, Commercial Display, Brand Page, Home Page Visibility, Claim the Category, Landing Page Premium), In-store activations (Caddy Drive/Move, Totem, Stopper variants, Wobbler, Fridge Door Stickers, Pack bundles SF/SW/FF/FW, Digital Signage Entry/Instore/Check-Out/Top Offer, Radio, Basket Inlay, Top Card, Scale Frame, Shelf Tray, Price Tag, Sampling Instore, Tasting), Personalized communications and CRM (Dedicated E-mail, Segmented Insert, Thematic Multi-brand Insert, e-CRM Journey Acq/Up-sell/Retention, Push Notification, Activation e-Deal, Promo Insert/Alert, Dynamic E-mail Hyper-personalization/Real-time Poll, Direct Mail), Gamification (Instant Cashback, Gamification Program, Reward Challenge), Omnichannel packs (Online Loyalty, Promo Focus, Innovation, 360°, Digital, Recipe Inspiration), Offsite Display, and Delhaize Magazine print. Products serve B2B brand advertisers seeking to reach Delhaize shoppers across digital and physical retail touchpoints.

Differentiator

Problem solved

Functional benefit

Products and services

• Enlight+ Analytics Platform Subscription analytics platform providing sales performance data reports and shopper insights based on Delhaize transactional data and SuperPlus loyalty card intelligence, enabling suppliers to develop retail media strategies.
• Sponsored Products Cost-per-click advertising appearing on product tiles at fixed positions on Delhaize.be and My Delhaize app, with a self-learning algorithm optimizing placements for category and keyword relevance.
• Online Visibility Banner advertising formats displayed across Delhaize website and app on homepage, category pages, search pages, and checkout, including Product Display and Brand Display formats with guaranteed impressions.
• Online Visibility Small 100,000 impression package of banners on Delhaize.be or My Delhaize app with behavior-based targeting, adblock-free, native design, and responsive display.
• Promo Visibility Performance banners displayed on promo-focused pages including promotion pages, folder pages, and SuperPlus card pages for high-traffic, short high-impact promotional bursts.
• Product Sampling (Online) Free product added to customer's online order for product trial purposes, with option to add co-branded leaflet, minimum 12,000 samples per campaign.
• Commercial Display Butterfly and flagship ad formats targeting high purchase-intent shoppers via homepage, category page, search page, and order confirmation page using cold and hot data signals.
• Brand Page Premium page fully dedicated to a brand on Delhaize.be with customizable content including product carousel, images, text, and optional video.
• Home Page Visibility Premium visibility on Delhaize homepage and My Delhaize app in native Brand Display or Performance Display formats with guaranteed impressions.
• Claim the Category Always-on exclusive position on category pages on both Delhaize website and app for long-term brand visibility and category dominance.
• Landing Page Premium Premium landing page on Delhaize.be showcasing brand content with banners or video, including a product carousel with add-to-basket option.
• Push Product for Free Delivery Free delivery promotion for consumers purchasing a defined amount of promoted products, with visibility on Delhaize homepage and online folder.
• Caddy Drive Continuous advertising on shopping carts throughout the in-store visit providing exposure to a captive audience of active shoppers.
• Caddy Move Two-sided laminated communication on shopping carts reaching the shopper and all others in store, available in Medium (7,000 caddies) and Large (9,800 caddies) packs.
• Totem Floor stand made from stiff cardboard (154 cm height) placed in the relevant product department for high-visibility brand activation.
• Stopper Medium Perpendicular shelf communication with all-inclusive service, available as Medium (12 x 77 cm) and Maxi (12 x 124 cm), with an average 13-29% sales uplift.
• Digital Signage Digital screen advertising across entry, in-store, check-out, and Shop&Go areas with Pack Small or Pack Large coverage options at 6-second spot lengths.
• In-Store Radio Sound broadcast advertising in Delhaize stores via radio, distributed across 350 points of sale with 20-second spots and production included.
• Sampling In-Store Branded caddy at store exit with ambassador distributing samples (minimum 15 POS, minimum 500 samples per POS), followed by a retargeting email follow-up.
• Tasting 7-hour indoor tasting activation with ambassador/hostess including stand, demo material, branding, disposables, and cooking material; minimum 15 activations.
• Dedicated E-mail E-mail dedicated to one advertiser sent to a specific target group, including promotion highlights, content inspiration, or innovation messaging (sent Saturday or Tuesday).
• Segmented Insert E-mail Branded banner in Delhaize weekly My Newsletter including content and link to landing page, targeted using predefined segmented groups by category.
• e-CRM Journey (Acquisition/Upsell/Retention) Multi-wave e-mail plus reminder sequences available in Acquisition, Upsell, and Retention variants for full customer lifecycle CRM engagement, with optional voucher and e-deal integration.
• Push Notification App push notification sent to a specific target group (max 100,000 contacts) for promotion highlights or campaign boosts, sent Fridays with three slots per week.
• Dynamic E-mail (Hyper-personalization & Real-Time Poll) Hyper-personalized e-mail highlighting the customer's favorite product based on purchase history at product level, with a Real-Time Poll variant offering interactive engagement and CTR/open-rate reporting.
• Gamification Program 2-week online game with dedicated email, reminder, and winner/loser notification; 50 game types available (memo, quiz, catcher game, etc.) with average 3-4 minute engagement per session.
• Omnichannel Packs Bundled omnichannel packs combining multiple media formats, including the Innovation Pack (new product launch full-funnel), 360° Pack (omnichannel approach), Digital Pack, Online Loyalty Pack, Promo Focus Pack, and Recipe Inspiration Pack.
• Offsite Display Display advertising on external publisher websites targeting Delhaize category or brand buyers, with co-branded banners placed via DPG/Mediahuis, Adevinta, Ads & Data, and IPM networks.
• Delhaize Magazine Delhaize Magazine, Belgium's most-read print magazine with 4.1 million readers, 550,000 copies per issue across 6 annual editions (49% Dutch/51% French), CIM-certified #1 in total readership for 6 consecutive years.

Quantifiable outcome

• 8% of media investment in Retail Media delivered 44% of campaign's incremental sales contribution (Cécémel Protein case)
• +5 more outcomes

Named customers17 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor, core and strategic.

• Young PerfectminorImplementation/ SI/ Consulting PartnerExternal partner for commercial and technical execution of in-store tasting activations. Provides ambassadors/hostesses, stand materials, and logistics for sampling campaigns.
• GicomminorImplementation/ SI/ Consulting PartnerPartner agency handling commercial and technical questions for Delhaize Magazine advertising placements.
• DPG (Mediahuis)coreTechnology or IntegrationPublisher network partner for Offsite Display retail media campaigns, enabling brands to reach Delhaize shoppers on external websites.
• AdevintacoreTechnology or IntegrationPublisher network partner for Offsite Display retail media campaigns, enabling extended reach beyond Delhaize ecosystem.
• Ads & DatacoreTechnology or IntegrationPublisher network partner for Offsite Display campaigns, providing access to local publisher websites for targeted advertising.
• IPM (Mediahuis)coreTechnology or IntegrationPublisher network partner for Offsite Display campaigns, enabling targeting of Delhaize buyers on external digital platforms.
• MeMo² (Kantar company)strategicStrategic or Co-development PartnerResearch partner for conducting in-depth brand lift and sales impact studies. Collaborated on Cristal case study measuring Retail Media effectiveness.
• KantarstrategicStrategic or Co-development PartnerMarket research partner for impact studies measuring brand lift and sales lift contribution of Retail Media campaigns (e.g., Cécémel Protein study).

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Kroger Precision Marketing: Retail media arm of Kroger (US), leveraging 84.51° loyalty data for CPG advertising across Kroger properties. Functionally analogous B2B media business with data-driven targeting and omnichannel activation.
• The Trade Desk: Global demand-side platform competing for CPG digital ad spend via open programmatic, including offsite retail media activations. Represents the open-web alternative to closed retail media networks like MMD for advertisers building omnichannel plans.
• Criteo: Publicly-listed commerce media platform serving retailers and brands globally with retargeting, audience, and retail media tech. Competes for the same CPG digital ad budgets that MMD sells through Delhaize, and powers several retailer retail media networks.
• Walmart Connect: Retail media business of Walmart (US/global), the largest scaled grocer-owned retail media network. Comparable model (first-party data + onsite/offsite/in-store) but at vastly greater scale and with global advertiser reach.

Direct peers

• Tesco Media and Insight: Retail media business of Tesco (UK), offering Clubcard data-driven advertising across Tesco digital and physical stores. Closest European peer in terms of maturity, omnichannel product suite, and measurement capabilities.
• Sainsbury's Nectar360: Retail media arm of Sainsbury's, monetizing Nectar loyalty data and store media for CPG brands. Comparable omnichannel retail media business with similar proprietary data foundation and brand-advertiser GTM.
• E.Leclerc EMtopic: Retail media network of E.Leclerc (France), offering data-driven advertising across Leclerc's store and digital estate to FMCG advertisers. Same single-publisher retail media model targeting French-speaking CPG brands.
• AH Retail Media: Retail media network of Albert Heijn (Ahold Delhaize sister brand in the Netherlands). Operates an analogous B2B media business leveraging AH loyalty data and store footprint for CPG advertisers, with overlapping product taxonomy and audiences.
• Carrefour Links: Retail media arm of Carrefour, offering omnichannel advertising across Carrefour stores and digital properties in multiple European markets including France, Spain, Italy, and Belgium. Most structurally comparable to MMD as a grocer-owned B2B retail media network.

Regional players

• Colruyt Group: Belgium's #2 grocery retailer and MMD's most direct domestic competitor for CPG media budgets. While not yet a scaled retail media network, Colruyt's scale and Belgian market position make it the primary alternative for advertisers seeking geographic or publisher diversification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/media-marketing-delhaize

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Media Marketing Delhaize