Retail media networks (RMNs) are rapidly transforming the European retail landscape, offering grocers and retailers a powerful way to monetize first-party data, unlock new revenue streams, and deliver more personalized customer experiences. As e-commerce matures and traditional advertising models evolve, European retailers are uniquely positioned to capitalize on their rich data assets—while navigating a complex web of regulatory, cultural, and technological factors that set the region apart.
European retailers have long held a unique advantage: access to vast amounts of first-party data generated from millions of transactions, loyalty programs, and digital interactions. With the deprecation of third-party cookies and the rise of privacy legislation such as GDPR, this data has become even more valuable. Consumer packaged goods (CPG) brands are eager to reach shoppers at the point of decision, and retailers are perfectly positioned to facilitate this connection through their owned digital and physical channels.
Retail media networks enable retailers to offer CPG partners targeted advertising opportunities, leveraging shopper insights to deliver personalized offers, sponsored product placements, and branded content. These networks create a closed-loop environment where brands can measure the direct impact of their campaigns on sales—something traditional media channels cannot match.
Europe’s strict privacy regulations, most notably GDPR, require retailers to collect and use data in a privacy- and consent-compliant manner. This environment favors retailers with robust data governance and transparent customer engagement strategies. Retailers must prioritize data quality, assign clear data ownership, and embed privacy by design into every aspect of their RMN operations.
Unlike the more consolidated North American market, Europe is characterized by market fragmentation, diverse languages, and distinct consumer behaviors. Retailers must localize their RMN strategies, adapting content, offers, and measurement standards to resonate with regional audiences. Success depends on the ability to unify data across banners, brands, and geographies, creating a single source of truth for targeting and personalization.
European retailers are investing in modern customer data platforms (CDPs), cloud-based architectures, and API-driven solutions to break down data silos and enable real-time, omnichannel engagement. Integrating RMNs with e-commerce platforms, loyalty programs, and in-store experiences is essential for delivering seamless, personalized journeys and maximizing the value of every customer interaction.
Carrefour, one of Europe’s largest grocers, faced rising customer expectations and fierce competition from online platforms. By partnering with digital transformation experts, Carrefour co-created a next-generation omnichannel strategy that unified its digital and in-store assets. This included a single e-commerce app, integrated order management, and a comprehensive loyalty program—all underpinned by a robust data platform. The result? E-commerce sales increased by over 30%, and the foundation was laid for a scalable, data-driven retail media network that delivers value to both shoppers and CPG partners.
A leading multinational food and retail group identified the need to unlock new channel growth opportunities within its existing multi-brand retail media offerings. By building a strategy and technology blueprint for CPG self-service and reporting tools, the group modeled business and financial benefits that projected a revenue opportunity of approximately €1 billion by 2025. This approach demonstrates the scalability and future-proofing potential of RMNs in the European context.
For an Italian food giant, the imperative was to create e-commerce guidelines at the category level for local geographies while protecting brand integrity. By developing digital commerce guidelines for localization and creative freedom, the company improved e-commerce content quality across 1,000 products and established consistent branding in 20 international markets. This highlights the importance of balancing local relevance with global standards in European RMN strategies.
These outcomes represent a fundamental shift in how retailers engage customers, optimize operations, and grow their business in a digital-first world.
With decades of experience in digital business transformation and a proven track record across Europe, Publicis Sapient delivers end-to-end solutions that connect every part of the retail ecosystem. Our SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—ensure that every engagement is holistic, actionable, and aligned to your business goals. We help retailers design, build, and scale retail media networks that are compliant, customer-centric, and future-ready.
Ready to unlock the full potential of your retail business through data monetization and retail media innovation? Connect with Publicis Sapient to start your transformation journey.