From fragmented formats to a supplier-ready network.

The challenge

The grocer had launched retail media opportunistically — freezer talkers here, an email blast there, a homepage banner when someone asked nicely. There was no funnel logic, no consistent rate card, and no single point of booking. Suppliers complained about slow turnaround, unclear pricing and reporting that didn't tie to sales.

Internal teams were stretched: marketing sold ad hoc packages, commercial didn't know what was available, and finance couldn't reconcile bookings to billing. Revenue was flat despite growing shopper traffic.

What we did

ADS Commercial Ventures was brought in to reset the network — not to add more formats, but to organise what existed and build the commercial infrastructure suppliers expect.

• Audited every live and planned format against the shopper journey
• Restructured inventory into a full-funnel taxonomy: Offsite, Onsite and Instore
• Created a unified rate card with tiered packages by funnel stage
• Designed a self-serve booking workflow with standard SLAs
• Built supplier-facing collateral: one-pagers, spec sheets and reporting templates
• Embedded interim commercial leadership to train the internal team

Format examples

Previously disconnected touchpoints were grouped into clear, bookable packages with consistent specs and measurement.

Onsite · Homepage takeover

Onsite · Category lead

Instore · Product boost

The results

Within nine months the network went from ad hoc to operational. Revenue more than doubled as suppliers could finally see what was available, book it quickly, and get reporting they trusted.

• Average campaign launch dropped from 14 weeks to 4
• Fill rate on premium inventory increased from 38% to 74%
• 12 new supplier accounts activated in the first two quarters post-reset
• Internal team headcount unchanged — process, not people, drove the lift

"For the first time our suppliers know exactly what they can buy, what it costs, and how we'll prove it worked. That's changed the conversation entirely." — Commercial Director, UK Regional Grocer