The decision is made
Retail advertising is driven by each store's range, availability and offers, and by where demand is profitable. Every store is its own market, so advertising is planned store by store and together with online sales.
01
Range, availability and profitable demand
Range and competition vary from store to store. We promote what the store has available and put the weight on products and areas where demand is profitable. So budget and targeting are planned store by store.
The same customer moves between the store and online. 42 %* of Finns buy online at least monthly, so in-store and online advertising are planned as one whole.
02
Local offers and seasons
An offer goes out of date fast. The DCO & Templates app in NØRR3 Marketing Engine creates store-specific offer versions from an approved template using the product feed. Price and product stay current in the ad when the feed is connected and maintained. We check the quality of the feed and the versions, because automation copies mistakes too.
The season sets the rhythm. We plan visibility to start before the offer period, so the chain is visible while customers plan their shopping.
03
Media investment
Media choices follow the audience and the store's area. 41 %* of Finns say they follow printed direct mail at least weekly. 57 % say they notice in-store screens and ads almost always or sometimes. These figures are self-reported media use. They do not measure the effect of advertising on sales.
The store is a media space too, and its message is planned with the rest of the advertising. We check the local audience's media use in NØRR3 Media Insights.
04
Local and national work
A store can run the agreed local advertising itself in NØRR3 Marketing Engine while NØRR3 manages the chain's national campaign. The two can run side by side, and the division of work is agreed with the chain. NØRR3 builds the templates for the store-specific versions.
05
Store and online results
Business Dashboard in NØRR3 Marketing Engine reports results by store. We measure in-store and online results separately, using the data that is available, and separate the results of offer and brand messages. The scope of the view depends on the data available from the stores.
Where needed, we first find out what people think of the chain and its competitors.
* NØRR3 Media Insights, Norstat panel, wave 9, 08/2026, n = 2 022, aged 18 to 74, margin of error ±1.5–2.2 percentage points.
Sources & further reading
The reference sources and tools this page's work rests on.
Examples of what we do
- Insight and media strategy
- Media planning and buying
- Store-level budget and targeting
- Offer versions from the product feed
- Direct mail and in-store media
- Local and national division of work
- Reporting by store
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