Carrefour and Carmila Partner with JCDecaux to Develop Retail Media in France and Spain
Carrefour, Carmila, and Unlimitail have chosen JCDecaux following a tender process to manage and market both indoor and outdoor advertising spaces at their locations in France and Spain. The partners have entered exclusive negotiations ahead of signing a substantial agreement.
Expansion in France
In France, the plan includes the installation of new 75-inch LCD digital screens in shopping mall galleries, supplemented by iconic screens at major sites, according to the press release. These will be complemented by 2 sqm and 8 sqm outdoor analog furniture, as well as 81-inch LED screens in access areas. According to JCDecaux, this rollout will cover 161 shopping mall galleries and 297 access zones to galleries, making it the largest multisite project ever undertaken by the company in France. The digital equipment will utilize low-energy consumption technologies, managed centrally, while the analog furniture will be equipped with energy-efficient LED lighting solutions, the group states.
Deployment in Spain
In Spain, starting in 2027, JCDecaux will deploy an indoor digital advertising offering in 91 shopping galleries, as well as an outdoor offering in 88 access zones to galleries and Carrefour hypermarkets, according to the press release. This contract will enable JCDecaux to strengthen its position in the Spanish market with a new retail offering strategically positioned along consumer pathways. The offering will be open for booking at the beginning of 2026, with fully operational facilities ready for the back-to-school campaigns of 2026, the company announces. The digital media can be activated via JCDecaux's technological ecosystem, connected to the VIOOH and Displayce platforms.
Data-Driven Advertising
With aggregated and anonymized data from Carrefour, derived from transactions and loyalty card holders, and the technological capabilities of Unlimitail, advertisers will have access to performance measurements of their campaigns in terms of visibility and sales impact, the press release indicates. JCDecaux will complement this setup with a standard audience measurement ensuring reliable and comparable indicators. According to Carmila, this new retail media network marks a key step in transforming its portfolio of shopping centers, creating new opportunities to monetize audiences and accelerating revenue growth. For Carrefour, this project demonstrates a commitment to combining innovation and service to provide a renewed experience for visitors while sustainably enhancing property assets.
