Unifying retail data with ‘Publicis Warehouse’

Publicis Warehouse is an innovative planning and buying tool that has revolutionised Samsung’s approach to Amazon retail media. By unifying media performance data with retail business metrics, it enabled Samsung to shift from product-level optimisation to portfolio-level profitability.

Media and business data previously lived in separate systems, limiting visibility on true performance. Publicis Warehouse bridged this gap, allowing Samsung to plan and buy media through a business lens; focusing on profit, not just clicks or impressions.

Using the tool, the Starcom team restructured Samsung’s product portfolio into ‘Flagship’ and ‘Potential’ categories, identifying high-profit opportunities. They then targeted audiences most likely to convert profitably, especially those who had shown interest but hadn’t yet purchased.

The results were astounding and the success Samsung has achieved exemplifies the power of integrating media and retail data, with Publicis Warehouse setting a new benchmark for full-funnel performance marketing on Amazon.