Carrefour Poland has doubled its retail media revenue, a clear signal that retail media is no longer an “experimental” revenue stream. It’s becoming core to the retail P&L.
And this isn’t just about adding more screens or sponsored placements.
It’s about three structural shifts:
• First-party data becoming a strategic asset
• In-store + digital integration maturing
• Brands reallocating budget closer to the point of purchase
Retailers like Carrefour understand that their real advantage isn’t just shelf space, it’s shopper insight and proximity to decision-making moments.
For brands, this changes the media mix conversation.
Retail media isn’t simply a trade budget line anymore.
It’s performance marketing with closed-loop measurement.
We see the strongest results when retail media is aligned with:
- priority store catchments
- digital retargeting
- data-led audience segmentation
- in-store visibility
The future of growth in FMCG and grocery won’t just be about distribution.
It will be about owning attention at the last metre.
Are you seeing retail media budgets increase in your organisation this year?