Retail Media at Tokmanni

Reach customers at the moment decisions are made. Discover the retail media opportunities at Tokmanni variety discount retailer.

“Retail media helps brands connect with customers through the retailer’s own channels — in digital touchpoints, online, in-store and throughout the everyday shopping journey.”

Veli-Pekka Ääri, Vice President, Commercial, Tokmanni

What is retail media?

Retail media brings together brand visibility, retail channels and the moments when customers are actively planning, browsing and buying. It enables brands to be present before, during and after the shopping trip — both online and in physical store.

In grocery retail, its strength lies in proximity to the purchase decision. Messages can be placed in environments where customers are already thinking about what to buy, making retail media an effective way to build awareness, support campaigns and highlight products at the right time.

Retail media can also create opportunities for brands and service providers outside the retailer’s own product range. For them, the retail environment offers a relevant and natural way to reach customers as part of their everyday routines.

Retail media is a compelling opportunity for brands, bringing together commercial impact, customer insight, and an omnichannel approach.

Why retail media?

Close to the purchase decision

Retail media reaches customers in environments where they plan purchases, compare options and make choices.
Multiple touchpoints

Printed materials, digital channels, the online store and the in-store environment work together to create a connected multichannel experience.
Part of everyday customer behaviour

Messages appear in channels and environments that customers already use as part of their normal shopping journey.
Suitable for a wide range of campaigns

Retail media can support product launches, seasonal campaigns, product highlights and partnership concepts.

Retail media can be activated across several of our
Tokmanni variety discount retail chain’s own channels

Printed and digital offers

The weekly offer leaflet Tarjoussanomat, related inserts and digital versions provide visibility in content that customers regularly follow and use when planning their shopping.

Discover the Tokmanni chain’s leaflets

Digital customer touchpoints

The Tokmanni mobile app, weekly email newsletter, partner benefits for Tokmanni Klubi customer loyalty program members and banners on the retailer’s website help bring brand messages into customers’ digital shopping journey.

Discover the Tokmanni Klubi customer loyalty program

In-store media

Digital screens, in-store radio and checkout-area visibility, such as security gate covers, make it possible to reach customers directly in the store environment and close to the moment of purchase.

Retail media at tokmanni

Results and insights

Retail media is more than visibility. It is a way to create meaningful brand encounters across both online and in-store environments. The impact of different solutions can be demonstrated through concrete examples and partnerships, such as Kouvolan Lakritsi.

The growth of retail media is also supported by the wider development of the industry. IAB membership reflects a commitment to developing retail media as part of a growing market and shared industry practices.

Case | Tokmanni’s Retail Media & Kouvolan Lakritsi

Learn more about the collaboration with Kouvolan Lakritsi, an award-winning Finnish liquorice manufacturer, in the video (in Finnish), and read about the partnership on the website of Retale (in Finnish), a Retail Media collaboration partner of Tokmanni.

“When collaborating with a supplier, the key objective is to help both parties sell as much as possible.”

Veli-Pekka Ääri, Vice President, Commercial, Tokmanni

Are you interested in learning more about retail media opportunities at Tokmanni Group?

Reach out and we’ll share more about our channels
and create a tailored solution to meet your goals.

For retail media partnerships at Tokmanni, our expert partner ReTALE is ready to help you, so feel free to send a message to retale@aller.fi.