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FMCG
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January 10, 2026

Azira x Nescafé Classic – Location Intelligence Driven Retail Growth

How location intelligence and real-time measurement delivered up to 45% sales growth in high-potential supermarkets for Nescafé Classic.

Challenge

Nescafé Classic aimed to reinforce its category leadership while accelerating category growth. Supermarkets represent 31% of the total category, making them a critical channel for scalable sales impact.

The key challenge was to identify high-potential store locations and influence shoppers in proximity with precision — not assumptions.

Strategy & Approach

We identified the 16 supermarkets with the highest sales potential for Nescafé Classic.

To define and reach the most relevant audiences around these locations, we leveraged Azira’s advanced location intelligence technology.

The strategy was built on:

  • Precise geo-coordinates and verified store addresses
  • Real-time and historical audience segmentation
  • Data-driven proximity targeting
  • In-app video communication powered by mapped video placement

Rather than relying on demographic proxies, we built the campaign on verified mobility signals and behavioral data.

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Solution & Activation

Using Azira’s mapped video model, we activated location-targeted in-app video campaigns reaching audiences in two segments:

• Real-time mobility audiences

• Historical visitation-based audiences

Through hyper-local targeting, we delivered a compelling creative message inviting consumers to experience the rich and intense taste of Nescafé Classic — at the right place and the right time.

This ensured maximum media efficiency and store-level impact.

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Measurement & Results

The campaign delivered measurable business impact:

• +21% sales increase across the 16 targeted supermarkets

• Up to +45% sales growth in 8 high-traffic stores

• +43% store visitation uplift in real-time data

• +44% store visitation uplift in historical data

The measurable increase in foot traffic directly translated into incremental sales growth.

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Key Learnings / Impact

This case demonstrates that:

  • Location intelligence outperforms assumption-based targeting
  • Real-time and historical mobility data create scalable retail impact
  • Physical-world measurement transforms media into a performance-driven discipline

This is not a showcase.

It is a measurable, accountable growth engine.

Watch the full case video on our YouTube channel

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This is not a showcase. It’s a laboratory.

At Black C, every case study is more than a campaign recap — it is a controlled experiment where data science, technology, and real-world behavior converge.
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We don’t plan media on assumptions, but on measurement.We don’t define audiences by proxies, but by verified signals.And we don’t measure success through vanity metrics, but through real business impact.
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Each project is built on location intelligence, scaled with advanced technology, and validated by measurable physical-world outcomes.
Our mission is clear: move advertising beyond intuition and transform it into a measurable, accountable, and performance-driven discipline.
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