The signs of the Mulliez Galaxy, including Auchan and Leroy Merlin, and the Mousquetaire Group (Intermartché, Bricomarché …) launch a common advertising management to diversify their income and compete with Amazon, following an extraordinary alliance last year in the field of purchases.
This structure, whose name is not decided, will be “commercially operational” in January, the interested parties announced on Sunday.
It is derived from the approach of Valiuz, the brands Régie des Mulliez, with the infinite advertising, that of the Mousquetaires group, entered for the occasion in the capital of Valiuz, for an indefinite amount.
This new alliance, which will have 360 employees, occurs a year after the creation of Aura Retail, the Acquisition Energy Station launched by Food Distributors Intemrché, Auchan and Casino (Monoprix, Franprix).
Objective: Create a “European leader” of “retail media”, an activity that consists in particular in the exhibition of sponsored links in electronic commerce sites, which will focus “market share of 27% in the food segment”, according to the press release of Valiuz and Los Musketeers.
“We quickly said we had to join our forces” to “not leave this market” to the American Giant of Amazon’s electronic commerce, which has “70%,” Thierry Cotillard, president of the Musketeers, told AFP.
70% market share for Amazon
“We were convinced that there was a crazy potential for the fusion of our two initiatives,” Barthélémy Guislain, president of the Mulliez Family Association (AFM).
Concretely, Brands Will Be Uble to Benefit From Targeted Campaigns On Sites, Social Networks and Store Stores Specializing in Food (Auchan, Intemrché, Chronodrive), Diy (Leroy Merlin, Bricomarché, Bricorama), Multimedia and Household Appliances (Baker, Electro Deposit, Electro Deposit, etc.), Ready-to-Wear (Kiabi), “But Also Event (Decathlon)”, for “10,000 Points of Sale” in six countries (France, Belgium, Italy, Poland, Spain and Portugal), said the press release.
“Advertising in the store is a big difference for us compared to Amazon,” he emphasizes with AFP Sébastien Zecchini, general manager of Valiuz, according to whom the “retail media”, a “growing market”, represented “one billion euros in France in 2023”.
“Ambition is quickly hundreds of millions of income” of income for the new administration, and then reaching the “one billion,” according to Barthélémy Guislain.
Keep in mind that the alliance does not concern data on consumer behavior. Therefore, those who Achan and Leroy Merlin share partly through Valiuz, will not cross with those of the competitors of Intermartché and Bricomarché, according to Sébastien Zecchini.
Source: BFM TV
