Carrefour and JCDecaux will deploy a retail media network across 179 Spanish locations from January 2027, extending a partnership model already operating in France. The rollout targets 91 Carmila shopping centres and 88 outdoor sites near malls and Carrefour hypermarkets.
The partnership mirrors retail media expansions across Europe and North America, where grocers and mall operators monetise shopper data through targeted advertising. JCDecaux, Europe's largest outdoor advertising firm, handles media sales and screen operations. Unlimitail, Carrefour's retail media division, provides customer targeting data. Carmila, Carrefour's shopping centre subsidiary, supplies physical locations.
Spain offers substantial scale for retail media growth. The country operates 575 shopping centres with 2.4 billion annual visitors, according to Spanish shopping centre association figures. Carrefour runs 187 Spanish stores, giving the network immediate national reach.
Digital screens enable capabilities unavailable to traditional static advertising: dynamic pricing, real-time campaign shifts, creative testing, and foot traffic measurement through mobile data integration. Retail media networks combine this technology with retailer customer databases to deliver targeted campaigns at purchase points.
European retailers increasingly seek revenue beyond store rent and product margins. Retail media leverages existing shopper traffic and transaction data—assets grocers already possess—to create new income streams. Similar partnerships have emerged across Germany, the UK, and Scandinavia as the sector consolidates.
The partnership divides responsibilities by expertise: JCDecaux manages advertising sales and screen infrastructure, Carmila handles property relationships and site access, Unlimitail operates data systems, and Carrefour provides brand alignment and store integration.
The January 2027 launch suggests installation begins late 2026. Investment amounts and revenue-sharing terms remain undisclosed. Indoor screens will cover Carmila's 91 shopping centres. Outdoor inventory spans both traditional and digital formats at 88 access points to malls and hypermarkets.
Sources:
1 Globe Newswire, "Carrefour, Carmila, Unlimitail and JCDecaux join forces to accelerate the development of retail medi" (December 09, 2025)