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Carrefour, Carmila, Unlimitail and JCDecaux join forces to accelerate retail media (France → Spain)

Retail media is moving out of the browser and into the physical journey—approach, arrival, and in-mall moments bundled as one product.

January 6, 2026 4 min read Atlas OOH Editorial
Carrefour, Carmila, Unlimitail and JCDecaux join forces to accelerate retail media (France → Spain)
Categories: DOOH • Retail Media • Partnerships
Quick take: A major partnership is building indoor DOOH in malls plus OOH/DOOH along access routes—packaging the retail journey into a unified media product. (Source: JCDecaux)

Retail media is expanding into the physical shopper journey

JCDecaux announced a strategic partnership with Carrefour, Carmila, and Unlimitail to develop a retail media offer that combines:

  • Indoor DOOH within shopping centers
  • Outdoor OOH + DOOH across access areas leading to malls and Carrefour hypermarkets

This isn’t just a signage upgrade—it’s a commercial model designed to make physical retail environments buyable, scalable, and measurable in ways digital buyers recognize.

Why it matters for DOOH planning

What this partnership really creates is a full-path retail funnel:

  • Pre-arrival influence (routes and approaches)
  • On-site reinforcement (inside the mall)
  • Potential measurement tie-ins through retail media ecosystem structures

In other words, DOOH isn’t only “a screen.” It’s now being productized as a retail media layer that can sit next to on-site and off-site retail media buys—while adding real-world proximity.

The strategic signal for 2026

If this model continues to scale, planners should expect more:

  • “Retail catchment” packaging (clusters around major retail destinations)
  • Access-area dominance (owning the final approach to the store)
  • Stronger demand for unified reporting standards
Planning takeaway: Start treating retail destinations like a connected media product. If your goal is store lift, build the journey: approach → arrival → in-venue reinforcement, then define measurement from day one.

Sources

FAQs

A combined retail media offer that includes indoor DOOH inside shopping centers plus outdoor OOH/DOOH across access areas leading to malls and Carrefour hypermarkets—so the full trip is buyable as one journey.
Because the final approach to a store or mall is a high-intent window. Screens and OOH along access routes influence timing, store choice, and offer recall right before arrival.
It shifts planning from isolated placements to a path-based funnel: pre-arrival influence (routes), on-site reinforcement (inside the mall), and potentially measurement tie-ins through retail media structures.
No. The signal is a commercial model: packaging physical environments into inventory that is scalable, standardized, and measurable in a way digital buyers recognize.
More retail catchment packaging (clusters around destinations), stronger access-area dominance strategies, and greater demand for unified reporting standards across the journey.

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