Sofidel Romania has expanded its retail media strategy beyond in-store activities into online and digital channels, identifying e-commerce and data-driven marketing as major growth opportunities, said Anca Florescu, Country Sales Manager, Sofidel Romania.
Speaking at the Future Retail & FMCG Forum organized by The Diplomat-Bucharest, Florescu explained that strong growth in online commerce across Europe, combined with Romania’s rising digital adoption, has accelerated the company’s focus on omnichannel and retail media strategies.
She pointed out that markets such as the UK now generate over 30% of total commerce online, while Germany and France exceed 17%, signaling clear opportunities for brands to strengthen their digital presence. Romania ranks third in the SEE region for e-commerce, making online an increasingly important strategic direction.
Key statements:
- Testing as the foundation of strategy
“We focused more on trade marketing and an omnichannel approach. How did we do that? By testing, testing, and testing repeatedly — starting from communication methods to the messages we chose to deliver.” - Building digital capabilities from scratch
Starting with limited online experience locally, Sofidel experimented with multiple tactics to identify what works best, including targeted digital campaigns. - Search dominates purchasing behavior
“Working with our retail partners and leveraging their know-how and data, we learned that 70% of consumers prefer to buy products directly through search, while only 30% browse through categories.”
This insight has significantly influenced how the company structures its online visibility and media investments. - The importance of trusted data
Access to retailer data and campaign results is essential for making informed decisions and shaping future strategies. - Shift from traditional marketing to retail media
Romania is currently experiencing a clear transition from traditional marketing toward alternative channels, including retail media. First-party data — such as demographics, consumption habits, and purchase history — allows brands to create highly targeted, personalized campaigns. - Transparency and measurable performance
Florescu emphasized that transparency and clear return on ad spend (ROAS) metrics are critical. “At the end of the day, every brand wants to know how much they invested and what sales were generated as a result.”