ShopriteX and Rainmaker Enhance Media Campaign Efficiency with Salesforce Integration

ShopriteX, the digital innovation hub of Africa’s largest supermarket retailer, Shoprite, has transformed its advertising operations with a scalable CRM solution designed to streamline media campaign management, boost sales efficiency and drive new revenue streams.

Digitally Empowering Africa’s Largest Retailer

Shoprite, with over 3,152 stores across Africa, is not only a retail giant but a leader in digital innovation through its subsidiary, ShopriteX. The digital arm, along with its Rainmaker division, focuses on delivering advanced advertising solutions for retailers across multiple platforms—ranging from in-store radio ads to digital campaigns on Google and Facebook. However, as Rainmaker’s media business grew, managing the increased complexity of advertising bookings and campaign execution became a significant challenge.

Addressing the Limitations of an Outdated Booking System

Rainmaker’s rapid expansion highlighted inefficiencies in its existing booking tool, which struggled to keep up with the volume of media campaigns and the diverse range of advertising formats available to clients. The system's limitations led to challenges in managing media inventory, tracking leads and optimising sales processes, ultimately hindering the division's ability to deliver successful, data-driven campaigns.

Recognising the need for a robust, future-proof solution, ShopriteX partnered with CloudSmiths to implement a comprehensive CRM configuration, integrating Salesforce and ADvendio to optimise the entire media campaign lifecycle.

Streamlining Campaign Sales with ADvendio and Salesforce

CloudSmiths designed a custom solution for Rainmaker that integrated Salesforce’s OEM platform with ADvendio, a media-specific tool that enhances advertising sales processes. The system overhaul allowed Rainmaker to centralise campaign management, streamline workflows and ensure more accurate tracking of sales and advertising activities.

With this solution, Rainmaker’s sales teams gained the ability to:

• Automate Sales Management: Sales processes, from lead generation to final campaign execution, became fully automated, allowing teams to focus on building strong client relationships rather than manual data entry.
• Optimise Media Inventory: The new system ensures that available advertising spaces—across email, in-store radio, till slips and vehicle branding—are visible and bookable in real-time, preventing overbookings and improving campaign accuracy.
• Monitor Campaign Performance: Detailed dashboards now provide actionable insights into campaign performance, sales pipeline revenue and team activity, enabling better decision-making and optimisation of ad delivery.

Empowering Cross-Platform Ad Integration

ShopriteX's integrated solution also extends beyond traditional media. By connecting Rainmaker’s advertising system with platforms like Google and Facebook, the new CRM ensures seamless management of digital campaigns. This integration offers clients precise targeting and real-time performance tracking, helping Rainmaker deliver highly effective, cross-channel advertising solutions.

The system also manages creative assets for campaigns, ensuring all necessary materials are in place before launch, reducing delays and improving overall campaign efficiency.

The ADvendio platform was extended for in-store delivery. This meant the Media Inventory would be booked for a particular store or group of stores.

Boosting Revenue with Smarter Media Spend

The new CRM not only streamlined internal operations but also provided greater control over client media spend and sales team performance. By integrating with advanced tools that optimise ad impressions and sales targets, Rainmaker has been able to offer advertisers more value for their investments. The improved visibility into campaign performance helps clients maximise their ad budgets, driving higher conversion rates and creating new revenue streams for ShopriteX.

Delivering Tangible Business Results

Since the implementation of the Salesforce and ADvendio solution, ShopriteX and its Rainmaker division have experienced:

• Enhanced Sales Efficiency: Automated processes and streamlined account management have led to faster campaign execution and improved sales team productivity.
• Optimised Campaign Performance: Cross-platform integration and real-time reporting have allowed for more precise campaign targeting and improved ROI for clients.
• New Revenue Streams: The integrated advertising system has opened up new opportunities for revenue generation by expanding advertising formats and optimising media sales processes.

A Scalable Solution for Future Growth

With its newly implemented CRM, ShopriteX is well-positioned to scale its advertising operations as Rainmaker continues to expand. The system's scalability ensures that as more advertisers and media formats are added, the platform can grow alongside the business, supporting its vision of a ‘Smarter Shoprite’ through data-driven innovation.

As ShopriteX continues to lead the charge in digital transformation within Africa’s retail landscape, the integration of Salesforce and ADvendio will be a key driver of their future success, enabling efficient operations and delivering exceptional value to advertisers across the continent.