Dagrofa empowers suppliers with first-party data and transformative retail media tools

What Dagrofa Wanted

Dagrofa, one of Denmark’s top retail groups with 20% market share, is a household name, operating notable brands like Meny, a grocery chain with over 120 locations. With 3 million monthly impressions and 330,000 active customers, Dagrofa had access to a wealth of first-party customer data. However, they faced a challenge of making this data usable and accessible for supplier brands to execute meaningful retail media campaigns that could resonate with targeted audiences. 

Dagrofa envisioned a solution that could empower their supplier brands and give them direct access to customer insights while leveraging these insights to deliver impactful, data-driven advertising campaigns on a seamless, self-serve platform. 

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The Challenge 

Despite their strong market presence and rich consumer data, Dagrofa lacked the infrastructure to activate this data for their supplier brands — limiting the ability of these brands to run truly tailored, high-performing campaigns. Additionally, Dagrofa needed a solution robust enough to handle omnichannel execution while being user-friendly and meeting today’s demand for self-service capabilities from both onsite and offsite inventory. 

Overall, Dagrofa wanted a platform that could:

• Enhance supplier-brand relationships through a mutually beneficial ad program
• Empower suppliers to drive sales through data-rich targeted campaigns
• Simplify data utilization to maximize advertising ROI

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The Solution 

With Kevel Console, Dagrofa gained access to a first-party data-powered retail media system that elevated their retail media network to new heights. By integrating Kevel Console as a mediation layer, Dagrofa was able to:

• Build first-party audience segments that could be tailored precisely to meet the goals of supplier brands like Danish Crown.
• Enable supplier brands to manage their campaigns through an intuitive self-service platform. 
• Seamlessly integrate omnichannel inventory, increasing campaign visibility and targeting flexibility both onsite and across external digital platforms. 

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"The ambition in our media solution is to provide a frictionless, data-driven and transparent offering. Kevel is a key partner in offering a retail media network and helped us significantly with their knowledge in creating scalable advertising.” – Kristian Krohn Djurhuus, Head of Retail Media at Dagrofa

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The Impact: What Kevel Delivered 

After partnering with Kevel, Dagrofa helped Danish Crown — one of its key supplier brands — achieve impressive results through tailored retail media campaigns. Thanks to enhanced targeting capabilities, seamless self-service integration, and predictive customer insights from Kevel Console, Danish Crown experienced:

• +28% Increase in Intent to Buy. Campaigns resonated with targeted audience groups, boosting purchase consideration for Danish Crown products.
• +14% Sales Uplift. Encouraging sales growth and tangible ROI from highly targeted advertising.
• +58% New-to-Brand Customers. A significant influx of first-time customers engaging with Danish Crown due to the personalized retail media campaigns.

These results have been validated by the agency managing Danish Crown’s advertising.

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What’s Next?

Kevel Console provided Dagrofa with the tools to become a leader in retail media, leveraging their rich customer data to create a frictionless and impactful advertising marketplace for their brands and agencies. By sharing actionable customer insights with supplier brands, Dagrofa is building meaningful partnerships that deliver undeniable results.

With innovative tools and strategic collaboration, Dagrofa is continuing to set the standard for what retail media networks can achieve in driving growth, loyalty, and consumer engagement for their partners.

Want to discover how Kevel can transform your retail media strategy? Learn more about building an ad platform with Kevel and get in touch with us today.