Collaboration and innovation are key as we navigate technological change and evolution. During Dreamforce 2024, our client, the Casas Bahia Group, represented by Alexandra Bello, Director of Retail Media, presented, alongside Ismael Brown, Senior Product Marketing Manager at Salesforce, the organization’s successful journey with Salesforce for Retail Media.

During the presentation, she showed how advertising sales continue to be an important source of revenue for media and entertainment companies. Alexandra demonstrated how the company is monetizing connected data and generating operational efficiencies with Salesforce Media Cloud.

The Casas Bahia Group’s journey

Throughout the presentation, we explored the future of sales revenue. The session highlighted the powerful combination of AI and CRM to improve advertising sales in a complex digital landscape. The consensus? Embracing cutting-edge technology is essential to meeting customer needs and driving growth.

Advanced AI is crucial to gaining deep insights, while a robust data strategy is key to actionable results. Salesforce’s Media Cloud integrates ad placement across digital, print, TV and radio channels, promoting a unified data strategy. With a focus on authenticity and personalized interactions, the Casas Bahia Group demonstrated that they are ready for the future, showing how they leverage Salesforce’s Media Cloud and Marketing Cloud to create personalized campaigns on a large scale, achieving a 62% increase in GMV and a 35% growth in return on advertising investment.

Watch the panel on the Casas Bahia Group’s successful case: “Increase advertising sales revenue with AI CRM for No. 1 media”

The future of retail media

The session emphasized that retail media is on its way to becoming a $100 billion opportunity, with Latin America, especially Brazil and Mexico, leading this trend. In this shared journey to create user-centered experiences and push boundaries, we see a promising future. We can’t wait to see how these advances continue to drive transformation and innovation in various sectors.

Key Insights from the session

  • Unified data is essential for efficient advertising placements.
  • Personalized campaigns generate significant returns.
  • Retail media is about to grow explosively.

Companies are rapidly evolving to adopt customized solutions that meet their needs; the proper implementation of each platform is vital to understanding its impact on customers and ensuring that these impacts are managed effectively.

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