[English Version] Definition of Retailers’ Marketing Solutions

In a marketing landscape where traditional channels struggle to deliver targeted and impactful messages, Retail Media is emerging as a key solution. Retailers, leveraging their transactional data and proprietary environments, offer unique opportunities to reach audiences at every stage of the conversion funnel.

However, this rise comes with a major challenge: the need to clarify the specificities of the marketing solutions offered by retailers. In this context, Alliance Digitale is introducing a new publication designed to help brands better understand Retail Media.

A Unique Collaboration to Structure Retail Media

Developed by the Retailers Working Group of the Retail Media Commission of Alliance Digitale, the Retailers' Marketing Solutions Presentation establishes a common definition and highlights the complementarity between Trade Marketing and Retail Media. This group brings together the eleven leading advertising networks of major French retailers, spanning from food retail to specialized commerce.

"Retail Media is much more than just a digital advertising channel; it is a fully-fledged sector, attractive and essential for brands from all industries. This collaborative work with key market players illustrates our commitment to uniting this ecosystem around a shared identity and ensuring the sector’s sustainable growth. It is a first milestone towards future initiatives to promote the industry."

Grégory Mialhe, co-lead of the Retailers Working Group and Marketing & Direct Advertisers Director at Retailink by Fnac Darty

This first publication represents a significant step forward in clarifying the role of retailers in the advertising landscape. By providing a common nomenclature, it helps brands better understand and leverage the various opportunities within Retail Media.

A Long-Term Commitment to Structuring the Sector

With this initiative, Alliance Digitale reaffirms its role as a unifying force in the development of Retail Media. The Retailers Working Group includes the eleven leading advertising networks of major French retailers: Amazon Ads, Cdiscount Advertising, Consorégie, Infinity Advertising, La Redoute, Retailink, Retailium, Showroom Media, Unlimitail, Valiuz, Veepee Ads.

This collective of industry experts works hand in hand to ensure a clear reference framework while promoting best practices for the market.

This publication marks the beginning of a series of reports designed to provide brands with valuable insights and concrete tools to optimize their marketing strategies. It reflects Alliance Digitale’s commitment to supporting the sector’s growth and harmonizing practices to meet the needs of an evolving ecosystem.

Download the Retailers' Marketing Solutions Presentation

This resource will help you better identify the specificities of Retail Media and Trade Marketing activations, allowing you to optimize your campaigns. Download it now to guide you in the deployment of your marketing strategies.