France's Médiaperformances Opens Five European Units in a Retail-Media Land Grab
In-store retail-media specialist Médiaperformances has launched subsidiaries in Spain, Poland, Portugal, Italy and the UK, claiming first-mover status as a pan-European omnichannel player.
The expansion
France's in-store retail-media specialist Médiaperformances has launched five subsidiaries simultaneously — in Spain, Poland, Portugal, Italy and the UK. CEO Claire Koralewski is overseeing the expansion, with Stefano Ghidoni (formerly of Auchan Retail) appointed international director. It was announced on 8-9 September 2026.
The group positions itself as "the first European omnichannel retail media player," leaning on more than 40 years of point-of-sale expertise plus data and measurement capabilities, and extending beyond grocery into DIY and beauty.
The physical aisle is retail media's next front
Most retail-media conversation has centred on retailers' websites and apps. Médiaperformances is betting the next battleground is the physical store — the aisle, the shelf, the point of purchase — measured and sold with the same data rigour as digital. Planting flags across five markets at once is a race to define that space before platform- and Amazon-led networks extend into it.
Our read: the opportunity is real, because in-store is where most retail sales still happen and where digital retail-media networks are weakest. The hard part is measurement. Pan-European standardisation of in-store retail media — how you count exposure, attribute a sale, compare markets — will lag well behind the land grab.
What brands and agencies should do
First, get in early but demand measurement discipline. In-store retail media's credibility will live or die on whether exposure and sales attribution are robust; brands should pressure-test the metrics now, while the category is still being defined, rather than accepting whatever standard emerges by default.
Second, plan for fragmentation. Five national subsidiaries launched at once will not have identical measurement or inventory on day one. Treat this as a promising but immature channel: test market by market, insist on like-for-like reporting, and keep budgets flexible until cross-border comparability actually exists.
Quick FAQ
What has Médiaperformances announced?
The simultaneous launch of five European subsidiaries — Spain, Poland, Portugal, Italy and the UK — positioning it as a pan-European omnichannel retail-media player, on 8-9 September 2026.
Why does in-store retail media matter?
Most retail sales still happen in physical stores, where digital retail-media networks are weakest — making the aisle the next battleground for measurable retail media.
What should brands watch?
Measurement. Cross-border standardisation of in-store exposure and sales attribution will lag the expansion, so pressure-test metrics and keep budgets flexible.
Retail media's next battleground isn't another website — it's the aisle. Médiaperformances planting five flags at once is a race to own in-store before the platforms get there. The opportunity is real, but the whole thing rests on measurement, and cross-border standards will lag the land grab by years. Get in early, demand the metrics. — Daniel Nikolla, Founder of Merx Marketing
In-store is retail media's next front — engage early, but make robust, like-for-like measurement the condition of your spend, not an afterthought.
Is your retail-media plan still all websites and apps — while the physical aisle gets sold out from under you?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: The Media Leader France, Influencia.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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