JCDecaux to expand retail media with Carrefour

JCDecaux, Carrefour, Carmila and Unlimitail have formed a strategic partnership to build an expanded indoor and outdoor media network across shopping centres and their access areas in France and later in Spain. The initiative aims to strengthen retail media as a growth driver for both retail partners and advertisers.

The agreement follows a competitive tender led by Unlimitail. The partners have entered exclusive negotiations to finalise a contract through which JCDecaux will manage, upgrade and commercialise the indoor and outdoor advertising assets at Carrefour and Carmila locations. The collaboration supports the transformation plans of both property owners, centred on visitor service improvements and long-term real estate value.

A multi-site network covering visitor journeys

In France, the project will introduce 75-inch LCD screens throughout malls, accompanied by larger-scale displays at major sites. These will sit alongside enhanced two-square-metre and eight-square-metre analogue street furniture, complemented for the first time by eighty-one-inch LED screens installed on access routes to the centres.

JCDecaux will deploy this network across 161 malls and 297 access areas. The scale marks its largest multi-site operation in the country, designed to provide consistent national coverage while supporting local relevance. Positioned across key touchpoints, the offer supports advertising impact from brand awareness through to point-of-sale influence.

In Spain, JCDecaux will expand its reach with a retail media offer along the access routes used by shoppers visiting Carrefour hypermarkets. From 2027, the company will introduce indoor DOOH across 91 centres and outdoor OOH and DOOH across 88 mall and hypermarket access areas.

Energy-efficient digital and analogue assets

Digital screens across both markets will use low-energy technologies and will be managed centrally. Analogue street furniture will adopt LED lighting systems to align with the partners’ environmental commitments.

The new OOH and DOOH network will be integrated into Unlimitail’s retail media offering. Advertisers will be able to combine onsite display, offsite activations and instore messaging with a single omnichannel approach. JCDecaux plans to begin bookings in early 2026, with full deployment timed for the back-to-school period. DOOH campaigns will run through the JCDecaux Adtech ecosystem via VIOOH and Displayce.

Leveraging data for measurable performance

Campaigns will draw on aggregated and anonymised Carrefour transactional and loyalty data, combined with Unlimitail’s technology, enabling measurement of visibility and sales impact. JCDecaux will add an audience measurement standard to provide consistent indicators across campaigns.

This network is part of Carrefour and Carmila’s broader strategy to update their sites. Screen integration within malls and across access routes is intended to modernise the environment, improve navigation and enhance overall visitor experience, while generating new retail media revenue streams.

Partner perspectives on the opportunity

Jérôme Nanty, Executive Director, Human Resources and Assets, Carrefour: "Our sites are undergoing a profound transformation, and this project is a powerful symbol of that change. It reflects our ambition to combine innovation and service in order to offer visitors a renewed, modern and welcoming experience, while creating long-term value for our assets."

Marie Cheval, Chairman and Chief Executive Officer of Carmila: "With this new retail media network, Carmila is taking a key step in the transformation of its shopping centre portfolio. We are creating new opportunities to monetise our audiences and accelerate the growth of our revenues, while further enhancing the attractiveness of our sites."

Alexis Marcombe, Chief Executive Officer of Unlimitail: "This project confirms our retail media expertise and leadership. Physical and digital inventory and data can be fully monetised when they are combined for the benefit of retailers, brands and shoppers throughout the customer journey."

Jean-Charles Decaux, Co-Chief Executive Officer of JCDecaux: "We are delighted to partner with Carrefour, Carmila and Unlimitail on this project, which further strengthens our partnerships in France and Spain. Physical retail media has been enjoying strong growth for several years and this partnership is fully in line with that momentum. Together, we will make it a powerful lever supporting advertisers’ omnichannel strategies. By combining our DOOH solutions with Carrefour’s transactional data and Unlimitail’s technological expertise, we will offer brands even greater visibility, proximity and effectiveness."

www.jcdecaux.com

www.carrefour.com

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