How El Rosado Launched a Retail Media Business on Media Cloud in 15 Weeks

Challenges

El Rosado operates a major chain of 241 supermarkets and retail stores throughout Ecuador.  It saw the opportunity to monetize its retail footprint through advertising. The starting point was manual and fragmented:

• Advertising business ran on spreadsheets, with in-store assets and digital channels all booked, priced and reconciled by hand
• Advertisers, agencies and contracts lived in an ERP system with no unified CRM and no standard Lead-to-Contract process
• Store-level media inventory was tracked outside the system, so sales couldn’t see actual availability before quoting
• Mixed CPM, CPC and flat-rate pricing calculated in spreadsheets, quotes built bespoke, invoices reconciled back to SAP by hand
• No standard sales motion, limiting the team’s ability to scale
• El Rosado needed a purpose-built platform to scale its retail media business 

Solution

El Rosado partnered with ideaHelix to build its retail media business on Salesforce Media Cloud, using a fast-track deployment model to go live in just 15 weeks.

What changed?

• Replaced manual advertising workflows with a native Salesforce Lead-to-Contract flow 
• Migrated accounts and contacts from SAP with territory structure aligned to four verticals
• Modelled the full retail media catalog in Product Catalog Manager (PCM), from in-store material and media packages to rental space
• Automated Media Planner for line-item campaign configuration, with standard price lists across CPM, CPC and flat-rate models
• Enabled formal PDF quote generation and structured XLS invoice export back to SAP
• Delivered real-time physical inventory visibility at store, section and asset level, bookable directly from the Opportunity
• Built a scalable Media Cloud foundation ready for further phases: self-service agency portal, Google Ad Manager integration, and print and out-of-home expansion