Farmatodo Becomes the First Pharmacy Chain to Implement Retail Media in Colombia
Company Overview
Farmatodo, a self-service pharmacy chain specializing in health, beauty, personal care, and baby care products. Serving over 17.5 million shoppers, 3 million of whom actively engage with their digital platforms and make at least one purchase per month, Farmatodo combines an expansive e-commerce presence with more than 100 physical stores across the country, ensuring nationwide coverage.
Farmatodo encountered significant hurdles in scaling their advertising operations while maintaining transparency and efficiency for their brands. Their fixed-price ad model and manual processes limited their ability to optimize campaigns and deliver actionable insights to advertisers.
Key challenges included:
- Limited scalability: Manual processes restricted the effective scaling of ad campaigns.
- Lack of transparency: Advertisers sought improved visibility into campaign performance.
- Inefficiency: Campaign management and reporting required excessive time and effort.
In 2023, Farmatodo partnered with Topsort to launch a retail media platform with self-service capabilities. Advertisers gained access to valuable consumer insights—such as purchase patterns and timing—empowering them to design targeted, precise advertising strategies within the programmatic ecosystem, reaching users at critical moments in their purchase journeys.
Key features implemented:
- Sponsored Listings: Dynamic, auction-based ads designed to maximize performance and engagement.
- Management Dashboards: Centralized dashboards for both admin and self-service users, streamlining campaign oversight and control.
- Real-Time Reporting: Instant access to campaign metrics for informed decision-making and quick optimizations.
- Auto-Bidding Technology: Advanced algorithms to automate bidding, saving time while optimizing ad spend.
- Integrated Billing & Payments: A seamless system with multi-currency support, automated invoicing, and credit issuance for advertisers.
A standout aspect of Farmatodo’s transformation was the rapid and straightforward implementation of Topsort’s platform. Using Topsort’s low-code infrastructure, Farmatodo deployed a fully operational retail media platform in just two weeks, led by a single engineer. This rapid deployment minimized downtime, enabling advertisers to begin utilizing the platform almost immediately.
Since partnering with Topsort, Farmatodo has successfully transitioned to a modern, scalable retail media platform. Sellers are now able to manage their campaigns with ease, access real-time data, and leverage Topsort’s automated tools to drive visibility and growth.
Results:
- 37.2% increase in promoted sales, driving $2M in additional revenue over the last year
- 4.1x average ROAS, with peak months reaching up to 7x ROAS
- 160% increase in ad spend, highlighting growing advertiser confidence
- 59.8% decrease in cost per click, significantly improving campaign cost-effectiveness
Farmatodo’s successful adoption of Topsort’s retail media platform has positioned them as a pioneer in the pharmacy sector in Colombia, setting a new benchmark for digital advertising in the region. With their scalable, transparent, and efficient platform, Farmatodo plans to continue expanding their retail media capabilities by introducing additional ad formats such as Sponsored Brands and Video Ads, In-store retail media, connecting their digital and physical data. Additionally, they aim to replicate the success of their retail media platform in Venezuela, showcasing the scalability of Topsort's infrastructure.
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