[mind Retail Day] How Mousquetaires, Marionnaud and URW maximise in-store retail media

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Publication

26 May 2025 à 15h32

Updated on 23 July 2025 à 18h47

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7 minutes

Publication: 26 May 2025 à 15h32, Updated on 23 July 2025 à 18h47

Reading time: 7 minutes

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Publication

26 May 2025 à 15h32

Updated on 23 July 2025 à 18h47

Reading time

7 minutes

Publication: 26 May 2025 à 15h32, Updated on 23 July 2025 à 18h47

Reading time: 7 minutes

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In a challenging retail environment, more and more retailers’ own media agencies are focusing their strategy on promoting their offline assets, particularly through DOOH, to complement their online offering. At the mind Retail Day opening conference on May 21, 2025, Florent Martini (Les Mousquetaires), Feifei Wei (Marionnaud Optimo) and Candice Mayer-Gillet (Westfield Rise) shared their action plans in this area.

While in France, retail media revenue grew by 14% to €1.22 billion in 2024 (representing 11% of total digital advertising), the increasingly omnichannel approach of both advertising agencies and advertisers is a strong trend. According to Alliance Digitale, outdoor digital advertising (DOOH) revenue in programmatic jumped 24% last year. And with good reason: monetising audiences via digital screens located on shelves or in stores’ windows, at petrol stations or on connected trolleys creates synergies with existing online systems, resulting in greater efficiency.

For the Mousquetaires group (2024 turnover: €55.6 billion, operating in 4 countries – up by 5%), which manages Intermarché, Netto, Bricomarché, Brico Cash, Bricorama, Roady and Rapid Pare-Brise, activation in physical stores will be structured by December. In France, the group runs 3,000 stores.

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