Opening Retail Media Doors Boosts Bev/Alc Sales

DIGITS is an omnichannel retail media agency that helps grocery retailers and brands drive sales. In Q1 2025, Goodway Group partnered with DIGITS to introduce a new programmatic capability via the Walmart DSP. In a pilot campaign for Oliver Winery – one of the largest wineries in the U.S., with distribution in more than 40 states – DIGITS delivered exceptional results, driving 811% ROAS, one of the highest in the client’s digital mix. The success prompted budget expansions, additional retailer tests, and excitement across the agency in leveraging Walmart’s retail media value.

Key Outcomes

Drove 811% ROAS from Walmart DSP pilot

Sparked additional retailer tests, including a 2X budget expansion into another 1P Grocer solution

Inspired client re-investment and long-term retail media strategy discussions

Challenge

Oliver Winery and DIGITS saw an opportunity to expand their retail footprint and reach Walmart shoppers while maintaining strong sales performance. Walmart DSP represented a new, strategic channel to connect with this audience and complement existing success with Target. This was less about solving a problem and more about exploring a valuable new growth avenue.

Goodway Group collaborated with DIGITS to explore Walmart DSP as a complementary channel, providing hands-on support and education to navigate the nuances of programmatic retail media. With high client expectations, it was critical to ensure a seamless pilot and measurable outcomes.

Needed to expand retailer footprint while maintaining high sales performance
Client required strong proof of Walmart DSP’s business impact
Programmatic media represented a new strategic capability for DIGITS
Success depended on careful execution and collaborative support

Strategy

DIGITS proposed a small, focused Walmart DSP pilot with Oliver Winery to prove performance potential. DIGITS then built a custom audience strategy, planned for business outcomes, and monitored closely. They leveraged Goodway’s expertise, check-ins and office hours as needed to successfully navigate Walmart DSP as a new self-service channel for their agency.

Activated Walmart DSP with a test budget
Developed a ROAS-oriented measurement and optimization plan
Delivered strategic planning around timing, spend, and retail goals Used results to expand into Kroger with double the budget

REsults

DIGITS and Goodway Group turned one test campaign into a promising avenue for growth. The Walmart DSP pilot not only drove one of the strongest ROAS figures in the client’s digital mix, but it also led to increased investment, expanded retailer partnerships, and deeper client trust. More importantly, DIGITS now has a new playbook for integrating programmatic retail media into their shopper-focused model.

26% of buyers were new to the Oliver brand – a significant customer acquisition win, driving growth via Walmart
Consistent optimizations and re-prioritzation of audiences resulted in Lapsed Buyers driving the second highest ROAS for the campaign
811% ROAS on pilot campaign
Opened access to 1P Grocer DSP solution with 2X expansion budget

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REcognition

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At DIGITS, we're thrilled by the immense potential of 1st-party data within the AlcBev space. This campaign with Oliver Winery demonstrates how directly connecting with consumers can unlock deeper insights, drive personalized experiences, and deliver meaningful business growth.

Mallory Becker

Account Director - DIGITS Agency

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