Focus on retail media as Glovo and Mars expand global partnership across Europe, Central Asia, Africa
Glovo, a multi-category delivery app, and Mars, the snacking, food and pet care big hitter, have announced the expansion of their global partnership focusing on retail media strategies across more than five markets, including key countries like Spain, Italy and Poland.
The pair say that the partnership has seen strong results in only one year, with more than 50% growth achieved by Mars products within Glovo, and has set goals to grow the business by the end of 2030.
As retail media becomes one of Glovo’s biggest bets inside the platform, it will play a central role in the next phase of the partnership. Glovo will offer Mars exclusive benefits such as early access to new advertising solutions, covering the user from awareness to conversion, and media data sharing.
These efforts are designed to help Mars accelerate its digital strategy, covering the full marketing funnel with winning strategies in place across all involved markets. The partnership also provides an opportunity for deeper integration between Glovo and Mars’ media teams.
This year, Glovo has seen an increase of 47% in the snacking category, which includes ice creams, chocolate, and other sweets, and a 51% increase in the petcare category across markets.
Victor Roca, Director of Retail Media & Ads Products at Glovo, says: “This partnership with Mars embodies our vision for Glovo as a true engine of growth for global brands, combining data driven insights with innovative retail media solutions.”
“By uniting Glovo’s platform strengths with Mars’ commitment to quality, we’re not only expanding reach but transforming how consumers engage with their favourite brands. This is just the beginning of what we believe will redefine the digital shopping experience across our markets.”
Ozenc Okyay, Sr. Director Quick Commerce at Mars, says: “Quick commerce continues to be a key priority in our digital commerce strategy. Our partnership with Glovo helps us to set ourselves as pioneers in this space thanks to the close collaboration and the joint vision we have built. Looking forward to seeing Glovo’s expanded capabilities and placements to reach shoppers at the moment of purchase.”
2024 RTIH INNOVATION AWARDS
Quick commerce is a key focus area for the sixth edition of the RTIH Innovation Awards, which are now closed for entries.
The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.
Key 2024 dates
Friday, 25th October: Award entry deadline
Tuesday, 29th October: 2024 shortlist revealed
30th October-6th November: Judging days
Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.
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