Auchan Retail Media: The new wave of advertising for brands, powered by data and innovation
In a world where customer attention is fragmented and advertising ROI is under constant scrutiny, Auchan Romania is setting a new standard for how brands connect with shoppers. “We’ve practically revolutionized the way we communicate and…
In a world where customer attention is fragmented and advertising ROI is under constant scrutiny, Auchan Romania is setting a new standard for how brands connect with shoppers. “We’ve practically revolutionized the way we communicate and interact with consumers,” says Tiberiu Dănețiu, Director of Corporate Affairs & Retail Media at Auchan Romania, as he outlines the company’s ambitious - and highly advanced - Retail Media & Data Insights ecosystem.
When and how did Auchan Romania’s retail media project start, and where does this fit in Auchan's overall business strategy?
Tiberiu Dănețiu: The Romanian retail media market has started to grow in recent years, reflecting global trends. Just like other innovations that we have accomplished over the years, many of them even inspiring the entire retail sector, retail media initiatives have followed the same path of innovation, with Auchan being the initiator of the retail media market in Romania.
Since 2015, we have been strategically exploring the potential of retail media, pioneering this vision in the romanian retail market nearly a decade ago. In 2017, we had our first significant project, equipping a store with a network of connected digital screens, ready to communicate advertising for brands. Building on this foundation, we launched Auchan Retail Media in 2021, establishing ourselves as a first mover in the retail media landscape. Today, we have a complete, high-performance retail media and data insights ecosystem that supports brands in communicating and engaging with their customers through highly targeted, measurable and effective advertising solutions.
The Auchan Retail Media & Data Insights vision aligns perfectly with our overall business strategy by being customer-focused, by enhancing the shopping experience through personalized and relevant advertising content, by focusing on innovation and digitalization, by developing advanced media solutions, and by strategically partnering with brands, providing them with effective, measurable and impactful tools to maximize their visibility and results.
What exactly does Auchan's Retail Media service entail, and how does your omnichannel approach differentiate you from traditional advertising solutions?
We’ve created a 360 ecosystem of media, physical and digital channels in an omnichannel approach, through which brands can communicate with their target audience in a much more effective way, both in the short term for sales activation, but also in the long term for image building, as well as a series of data insights services related to buyers, sales, etc.
Auchan Retail Media & Data Insights delivers tangible value to all stakeholders. Brands benefit from enhanced communication capabilities, enabling them to engage consumers with highly relevant messaging throughout the shopper journey. Consumers receive pertinent information tailored to their individual needs and preferences, fostering a more personalized and satisfying shopping experience. For Auchan, this translates into improved customer retention and enhanced brand loyalty, driving sustainable growth and reinforcing our commitment to customer-centricity.
