Retail & FMCG
Media impact measured on modern retail sales, not just impressions.
Sandbox implements a sales impact measurement architecture for modern retail: controlled uplift protocols (test zone vs control zone), reconciliation of retailer data and media data. Digital investment is directly linked to shelf sales — measured uplift, not a global claim.
From impression to shelf: four indicators that prove impact
Uplift measures the real impact of the campaign on modern retail sales. It compares sales in areas exposed to the campaign against unexposed areas, over the same period. An uplift of +5% to +15% is considered good in FMCG. Without this protocol, media investment remains an act of faith.
Digital GRP is the common language between media teams and FMCG marketing directors. Converting impressions and reach into digital GRP allows comparing digital plans to TV/radio plans and arbitrating between channels on a common basis.
The cost to expose a given geographic zone and generate measurable retail sell-out uplift there, compared to a control zone. Zone by zone, campaign by campaign — media impact in retail is quantified, not estimated.
FMCG invests in both digital and trade marketing. The challenge is to measure the combined ROI of these two levers and optimize allocation between them. Digital often amplifies trade and vice versa — but without integrated measurement, this synergy remains invisible.
Four metrics that drive the system
Six integrated disciplines to prove impact on shelf sales
Uplift measurement protocols
Test vs control zone protocols on modern retail. Sell-out data collected from partner retailers at the granularity level each retailer agrees to share. The only honest way to prove campaign impact on shelf sales.
Digital-trade GRP attribution
Modeling combined ROI between digital investments and trade marketing. Budget dynamically allocated between the two levers based on measured sell-out impact. Digital amplifies trade and vice versa — integrated measurement makes the synergy visible.
Budget allocation by SKU and zone
Each SKU and geographic zone has its own tracking. Budget follows sell-out performance: when a product or zone responds to media, investment increases. When it doesn't, budget is reallocated. No flat distribution across all products.
FMCG competitive intelligence
Continuous monitoring of competitor brand campaigns: products pushed, promotional mechanics, formats, estimated SOV. Alerts on competitor launches and promotional offensives. Intelligence on seasonal patterns in FMCG advertising.
Multi-format creative production
Creative strategy adapted to FMCG constraints: short attention spans, high-frequency messaging, seasonal promotions. Multi-format production (video, display, social, in-store screens). Performance testing on hooks and offers.
Retailer-media data reconciliation
Retailer sell-out data (per SKU, per store, per week) reconciled with media delivery data. This reconciliation directly links each campaign to its commercial impact. Monthly reporting in the format FMCG marketing directors expect.
Frequently asked questions
How do you prove digital impact on shelf sales?
Through real-world uplift protocols: geo-tests (campaigns deployed in some areas, neutralized in others), marketing mix modeling (MMM), or sell-out data when available (checkout data per distributor). We don't settle for digital ROAS, which is insufficient for FMCG.
Do you work with manufacturers or retailers directly?
Mainly with manufacturers and FMCG brands. We also work with retail chains (grocery, appliances, fashion) on their corporate digital strategy and national promotional plans.
Do you handle digital trade marketing campaigns?
Yes. We deploy activations tied to retailer promo operations (catalogs, key moments, anniversaries) with performance tracking per chain and region. The goal is to drive traffic to the retailer's store or e-commerce.
Do you track share of voice and competitive media pressure?
Yes. Our intelligence setup (Creative Intelligence) monitors competitor active campaigns in real time: estimated budgets per platform, creatives in rotation, serving volumes. You retain continuous visibility on your estimated SOV.
Explore our other sector expertise
Prove the impact of your campaigns on shelf sales
An uplift measurement protocol for your next media plan — to finally answer the CEO's question.
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