The objective is to create a “European leader” of “retail media”, a activity consisting in particular in displaying sponsored links on e-commerce sites.
Signs of the Mulliez Galaxy, including Auchan and Leroy Merlin, and the Mousquetaire group (Intermarché, Bricomarché …) launch a common advertising management to diversify their income and compete with Amazon, in the wake of an extraordinary alliance past last year in the field of purchases.
This structure, whose name is not decided, will be “commercially operational ” In January, the interested parties announced on Sunday. It stems from Valiuz’s rapprochement, the Régie des brands Mulliez, with Infinity Advertising, that of the Mousquetaires group, entered for the occasion in the capital of Valiuz, for an undefined amount.
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A year after the creation of aura retail
This new alliance, which will have 360 employees, occurs a year after the creation of Aura Retail, the purchasing power station launched by the Intermarché, Auchan and Casino food distributors (Monoprix, Franprix).
Objective: create a “European leader” of «retail media»activity consisting in particular in displaying sponsored links on e-commerce sites, which will concentrate “27% market share on the food segment”according to the press release from Valiuz and musketeers.
“We quickly said that we had to unite our forces” to “no longer leave this market” to the American e-commerce giant Amazon, which holds it «70%»told AFP Thierry Cotillard, the president of the musketeers. “We were convinced that there was crazy potential by the merger of our two initiatives”abounded Barthélémy Guislain, the president of the Management Council of the Family Association Mulliez (AFM).
“Ambition is quickly hundreds of millions of euros”
Concretely, brands will be able to benefit from targeted campaigns on sites, social networks and store stores specializing in food (Auchan, Intermarché, Chronodrive), DIY (Leroy Merlin, Bricomarché, Bricorama), multimedia and household appliances (baker, electro deposit, etc.), loan-to-wear (Kiabi), Kiabi) “But also sport (Decathlon)” but alsopour “10,000 points of sale” In six countries (France, Belgium, Italy, Poland, Spain and Portugal), said the press release.
“Store advertising is a big differentiating for us compared to Amazon”underlines to AFP Sébastien Zecchini, managing director of Valiuz, according to whom the «retail media»walk “growing”represented “A billion euros in France in 2023”. “Ambition is quickly hundreds of millions of euros” income for the new management, then reach the “Billion”according to Barthélémy Guislain.
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Note, the alliance does not concern data on consumer behavior. Thus, those that Achan and Leroy Merlin partly share via Valiuz, will not, for the time being, crossed with those of the competitors Intermarché and Bricomarché, according to Mr. Zecchini.
