With Valiuz and Imediacenter, Boulanger Launches 100% Omnichannel Retail Media!
- Hélène Allouard
- 2 days ago
- 3 min read
The first store involved is located in Englos, within the Lille metropolitan area.
Paris & Lille, November 19th, 2025 – Following an initial collaboration announced at Leroy Merlin last September, Valiuz (Retail Media Agency and Data Alliance) and Imediacenter (a pioneering advertising agency in the in-store retail media market) are joining forces to address a new vertical: the home appliances and multimedia sector, with Boulanger. The Englos (59) store, a flagship store in the North, has been selected to test the new in-store retail media setup on a large scale. Currently, 15 advertisers are participating in the project, with in-store campaigns mirroring those deployed digitally: a 360° retail media approach.
Customers now have access to numerous setups fully integrated into their shopping journey, in complete harmony with the department they're exploring.
2 DOOH screens suspended at the entrance to immediately capture attention.
6 DOOH screens installed in the store's central aisles and the auditorium
7 double-sided DOOH screens directly on the shelves. The novelty: 37-inch landscape-format screens (as opposed to the traditional portrait orientation).
2 DOOH screens suspended at the entrance to immediately capture attention
6 écrans DOOH installés dans les allées centrales du magasin, mais aussi dans l'auditorium,
7 écrans DOOH recto-verso directement en linéaires. La nouveauté : des écrans de 37 pouces au format paysage (vs en portrait traditionnellement).
Already a Valiuz partner, Boulanger is deeply committed to omnichannel strategies, as highlighted by its Gold Award in the "Omnichannel - 360 Strategy" category won on November 13th (for an LG Electronics campaign praised for its ability to convert onsite activations and measure them). Boulanger is inaugurating a 100% omnichannel retail media initiative with Imediacenter.
After drawing initial conclusions from this setup, nearly one hundred Boulanger stores could be involved by 2026.
For a guided tour of the journey,
or to obtain more information,
please contact:
AGENCE LEON
Gaëlle LEGRIS – Fiona THOMAS
+33 6 26 14 14 90 – + 33 6 61 73 98 18
About Valiuz :
Founded in 2019, Valiuz is a technological alliance leveraging collective intelligence to make data a strategic asset for innovation and commercial transformation. Backed by a network of around twenty partner retailers, as powerful as they are complementary (including Leroy Merlin, Decathlon, Auchan, Kiabi, and Boulanger), Valiuz pools and enhances data to deepen customer insights and personalize shopping experiences. In France, the company boasts an unparalleled customer database, making it the largest and most diverse source of information available to date. Valiuz connects brands with consumers at the moment of purchase, both online and offline, through its omnichannel and omnimarket Retail Media offering, covering the entire customer journey from profiling to onsite, offsite, in-store, and CRM activations, as well as advertising performance measurement. With its data-driven approach, Valiuz enables retailers to offer more relevant customer experiences, advertisers to optimize their investments, and consumers to benefit from better-targeted and more responsible advertising. Already present in France, Italy, Poland, and Spain, the company aspires to quickly become the European leader in data and Retail Media.
About Imediacenter :
Imediacenter is a committed network specializing in the production, distribution, and commercialization of advertising activations and media content in all living spaces. With its powerful and strategic network (3,400 DOOH advertising screens and over 10,000m2 of event spaces across France), strengthened by shopper data and a comprehensive offering (ranging from screen management services to a creative studio), Imediacenter balances business impact with positive impact. Through its "IMpact" initiative, Imediacenter is committed to improving its practices and contributing to the progress of the advertising and media industry. For more information: www.imediacenter.com
About Boulanger
Boulanger specializes in home appliances and multimedia equipment. Its mission is to support everyone in making the most of the best technology every day. Boulanger promises its customers a simple, professional, and friendly experience, ensuring that their technology journey is always a pleasure.
Boulanger is committed to offering well-chosen products, useful advice, and real solutions. Its teams, present in over 220 stores, on the app, and at boulanger.com, provide services that simplify life, such as 1-hour in-store pickup or next-day delivery.
Boulanger offers practical solutions to extend product lifespan, such as unlimited repairs with Boulanger's INFINITY Club, trade-ins and buybacks for old devices, and reconditioned or rental equipment options. For Boulanger, consuming fewer new products is a new way of consuming.
Boulanger: Shared pleasure.
