Rimmel London Turns Shoppable Retail Media Into Double-Digit Sales and Foot Traffic Lift

RESULTS AT A GLANCE

• +38.8% total sales lift at Walmart (exposed vs. control)

• +47.6% total sales lift at Walgreens (exposed vs. control)

• 8.8% foot traffic uplift at Walmart and 13.8% uplift at Walgreens

• CTR performance at or above benchmark across both retailers

• ~3.7M households reached nationally

CHALLENGE & INSIGHTS

CHALLENGE:

Rimmel London needed to drive incremental retail sales and in-store visits within a highly competitive beauty category. Traditional digital media lacked the ability to convert high-intent shoppers at the moment of purchase or prove in-store impact. The brand required a solution that could directly connect digital exposure to measurable sales and visitation outcomes across mass and drug channels. Key objectives included:

• Drive incremental retail sales at Walmart and Walgreens

• Increase in-store foot traffic attributable to digital media

• Reach high-intent beauty shoppers in competitive categories

• Prove impact through closed-loop sales and visitation measurement

KEY INSIGHTS:

• Shoppers respond most strongly when digital media reduces friction at the point of purchase

• Retail-specific mechanics outperform generic, one-size-fits-all digital placements

• Direct connections to cart or offer redemption drive measurable incrementality

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ACTIVATION STRATEGY & TACTICS

Rimmel launched a cross-device shoppable display activation designed to move shoppers seamlessly from exposure to purchase. Walmart placements amplified an ibotta digital offer to drive redemption and store visits, while Walgreens placements leveraged Add-to-Cart display units to reduce friction and accelerate conversion. Performance was validated using matched test-vs-control sales lift and foot-traffic attribution, with a single objective: drive purchase and prove real-world impact.

ACTIVATION STRATEGY:

• Drive Purchase with Retail-Specific Incentives

• Engage High-Intent Beauty Shoppers

• Optimize Cross-Device Exposure

• Measure Real-World Impact

ACTIVATION ASSETS:

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RESULTS & IMPACT

The campaign reached approximately 3.7M households nationally and confirmed that shoppable, retailer-specific digital media can drive measurable in-store behavior.

Walmart:

• +38.8% total sales lift

• +16.98% sales penetration lift

• 8.79% foot traffic uplift

Walgreens:

• +47.6% total sales lift

• +47.4% sales penetration lift

• 13.76% foot traffic uplift

STRATEGIC TAKEAWAY

Shoppable, retailer-specific digital media delivers stronger outcomes than awareness-only tactics. By aligning incentives, targeting, and measurement to real purchase behavior, Rimmel achieved above-norm sales lift and foot-traffic impact across two distinct retail environments.

See how a retail-connected digital strategy can drive measurable sales and in-store traffic for your brand. Contact Target Activation Today!