Rewe Group Launches a Retail-Media Offering at DIY Chain Toom
TL;DR: DIY chain Toom has opened its advertising inventory to brands for the first time, with the retail-media business run by Rewe Group's Retail Media Connect (RMC) — spanning onsite, offsite and in-store digital screens across roughly 300 stores.
What Toom launched
Toom, the DIY big-box retailer, is entering retail media for the first time, with its inventory operated by Rewe Group's Retail Media Connect. The offer spans onsite sponsored-product ads and display on toom.de and the app, offsite newsletter and social placements, and a rollout of in-store digital screens.
The footprint is substantial: around 300 Toom markets and over two million square metres of retail space. Toom CEO Jochen Vogel and RMC Director Christian Raveaux fronted the launch.
Marketing Minute's read: retail media keeps eating new categories
Retail media has moved well beyond grocery, and a DIY chain joining is the clearest sign yet that any retailer with footfall and first-party data is now a media owner. The interesting structural point is that it runs through Rewe's Retail Media Connect — Toom is plugging into an existing network rather than building its own from scratch.
That network model is the smart play. Standing up a retail-media business is hard; slotting a new banner into a parent group's ready-made ad infrastructure is fast and immediately scalable. Expect more retailers to enter via shared networks rather than solo builds, because the technology and demand relationships are the hard part, not the inventory.
What advertisers should take from it
For brands, more retail-media inventory means more ways to reach shoppers at the point of decision — but also more fragmentation to manage. A DIY chain's audience is highly intent-rich for home-improvement and adjacent categories, and in-store screens add a genuinely new touchpoint right at the shelf.
The broader lesson is that retail media is becoming a default layer of the media plan across every category with physical footfall. Advertisers should treat networks like RMC as scalable access points, and prioritise the retailers whose shopper intent actually matches what they sell over simply chasing the biggest reach.
Quick FAQ
What is Toom's retail-media offering?
Toom has opened its ad inventory for the first time, operated by Rewe Group's Retail Media Connect: onsite sponsored-product ads and display on toom.de and its app, offsite newsletter and social, plus in-store digital screens across roughly 300 stores.
Who runs it?
Rewe Group's Retail Media Connect (RMC), meaning Toom plugs into an existing network rather than building its own retail-media business from scratch. Toom CEO Jochen Vogel and RMC Director Christian Raveaux fronted the launch.
Why does it matter?
A DIY chain entering retail media shows any retailer with footfall and first-party data is now a media owner, and the network model (via RMC) makes new entrants fast and scalable.
A DIY chain joining retail media is the clearest sign yet: any retailer with footfall and first-party data is now a media owner. The smart part is Toom plugging into Rewe's existing network rather than building solo — the tech and demand relationships are the hard part, not the inventory. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: retail media is becoming a default layer across every category with footfall — treat networks like RMC as scalable access points, and prioritise retailers whose shopper intent matches what you sell.
Are you choosing retail-media partners by reach, or by how well their shopper intent matches your product?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Meedia, Horizont, Lebensmittelzeitung.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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