Boulanger Announces Deployment of 100% Omnichannel Retail Media with Massive Investment in In-store DOOH
- 4 days ago
- 4 min read
Paris, February 26, 2026 – Following a pilot program conducted by Valiuz (a Retail Media and data alliance agency) and Imediacenter (a pioneer in the in-store retail media market), at the Boulanger Englos store—the brand's flagship in Northern France—the household appliance and multimedia expert has announced the large-scale rollout of its in-store Retail Media offering across much of its national network. The objective is to provide brands with a high-impact, omnichannel advertising ecosystem through a single point of contact, fully integrated into the customer journey. By the end of 2026, 75 stores will be included in the rollout. Notably, 50 of these locations will be equipped with In-store DOOH (Digital Out-of-Home) solutions before June, ahead of the FIFA World Cup—a peak communication period for advertisers and a preferred time for French consumers to upgrade their multimedia equipment.
A Successful Pilot in the Lille Metropolitan Area...
In November 2025, Boulanger—already a partner of Valiuz and deeply committed to omnichannel strategies—launched a full-scale test of 100% omnichannel retail media with Imediacenter at its flagship Englos store. Fifteen advertisers participated, running in-store campaigns aligned with their digital deployments. This initiative illustrates the shared ambition of the three partners: connecting the digital and physical worlds to create high-performance, measurable omnichannel retail media campaigns.
Following a study conducted among a broad panel of respondents—comprising media buyers (advertisers and agencies), customers who visited the store during the period, and in-store staff—the results were unanimous regarding the value of the rollout:
64% of DOOH and Retail Media buyers intend to increase their advertising investments.
72% of customers believe DOOH screens enhance their shopping experience.
74% of customers state that DOOH screens make it easier to discover new products.
Across 7 measured campaigns, an average sales uplift of +15% was observed.
...Leading to Large-Scale Deployment for the World Cup!
Building on the positive results of the Englos test and convinced of the power of in-store Retail Media, Boulanger has chosen to scale the system in 2026: 50 stores, representing a combined annual audience of 18.6 million customers.
Selected based on traffic and revenue criteria—particularly within their multimedia and TV departments—these 50 stores will benefit from an "express" deployment to capitalize on the upcoming World Cup in June. As a premier unifying sporting event with exceptional media attention, the competition represents a strategic communication milestone for advertisers and is expected to drive a surge in multimedia equipment upgrades for households. Traditionally, TV sales in France see significant growth during major football competitions.
"Strengthening our in-store presence and overall omnichannel approach addresses a double challenge for Boulanger: giving more weight to the physical store, particularly in the face of rising agentic commerce, and gaining a new strategic edge over pure players. This scaling is part of a true 360-degree approach: the inventories of Boulanger.com are now joined by these in-store solutions, allowing advertisers to deploy consistent, actionable campaigns across all touchpoints, from digital to point-of-sale," explains Olivier Béal, Director of Supplier Strategy and Purchasing at Boulanger.
"In 2026, we are once again realizing our 'One Stop Shop' approach for the leader in the appliance and multimedia sector. This deployment is a priority to offer brands and agencies a high-performance 360-degree omnichannel solution. During the Englos test, some brands saw their market share triple within the second week of omnichannel activation. Furthermore, 62% of exposed visitors expressed an intent to purchase. In-store repetition complements the online approach, proving that 1+1 equals 3 at Valiuz!" adds Alban Schleuniger, Business Leader for Retail Media France at Valiuz.
"The success of DOOH in the pilot store was the catalyst for a national ambition. Tomorrow, in-store retail media and omnichannel integration will become an operational reality at Boulanger’s primary locations. This rollout reflects an extraordinary human effort, and I am deeply proud of our teams' commitment to supporting the brand through this strategic shift. Integrating DOOH at this scale is a major milestone that embodies our retail DNA," emphasizes Johan Sion, Operational Director at Imediacenter.
On average, more than a dozen DOOH screens will be installed within the shopper journey to build brand equity and convert sales in the "final yards." By the end of the year, this will extend to 75 of the brand’s points of sale.
About Valiuz:
Founded in 2019, Valiuz connects brands to consumers at the point of purchase, both online and offline, through its data-driven, omnichannel, and multi-market Retail Media offering. Powered by a data alliance of 18 companies (including Leroy Merlin, Decathlon, Auchan, Kiabi, and Boulanger) and unparalleled customer insight, Valiuz's solutions help retail players increase customer knowledge and boost business. From profiling to activation (on-site, off-site, in-store, and CRM) and performance measurement, Valiuz enables advertisers to enhance product value and optimize ad spend. Present in France, Spain, Italy, Poland, and Belgium, Valiuz employs 360 people and achieved a GMR of €100 million in 2025.
About Imediacenter:
Imediacenter is a committed network for production, distribution, and commercialization, offering advertising activations and media content in all living spaces. With a powerful strategic network (3,400 DOOH screens and over 10,000 m² of event space in France) bolstered by shopper data and a comprehensive service offering (from screen management to a creative studio), Imediacenter balances business impact with positive social impact. Through its "IMpact" initiative, Imediacenter is committed to improving industry standards and contributing to the progress of the advertising and media sectors. For more information: www.imediacenter.com
About Boulanger:
Boulanger is France's specialist in household appliances and multimedia. Its mission is to support everyone in enjoying the best of technology in their daily lives. Boulanger promises its customers "simple, professional, and friendly" support to ensure their experience with technology is always a pleasure. With teams in over 220 stores, on its app, and at boulanger.com, the brand offers services like 1-hour store pickup and next-day delivery. Boulanger provides concrete solutions to extend product life, such as the "Boulanger Le Club INFINITY" unlimited repair service, trade-ins, and refurbished or rental offerings. For Boulanger, consuming fewer new products is a new way to consume. Boulanger: Shared Pleasure.
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