Retail Media and Data-Driven Approach: Valiuz Takes Stock of the Sector's Omnichannel Evolution

Milan, October 15, 2026 – The annual event organized by Valiuz Italia—a leading player in Retail Media operating across six European markets—was held today in Milan for a community of experts, brands, and advertising professionals. The meeting provided a comprehensive overview of the ongoing transformations in the retail landscape, focusing on the effectiveness of integrating physical and digital channels.

"The results that emerged clearly highlight the value generated by Retail Media within the current market context," commented Angelo Laino, Country Manager of Valiuz Italia. "In a phase of profound transformation in purchasing behaviors, defining clear strategies and equipping oneself with advanced tools is essential to fully leverage the convergence between the in-store experience and digital touchpoints."

Event Overview and Key Takeaways

The event kicked off with Sergio Amati, General Manager of IAB Italia, who introduced the current Retail Media landscape with a particular focus on the key roles of the Retailer and the Brand/Advertiser. Subsequently, Sergio Amati moderated a panel discussion featuring Marco Trada, Digital & E-Commerce Director at Leroy Merlin, and Luciano Sala, Purchasing & Commercial Director and Market Leader at Leroy Merlin.

During the debate, the vision for the new Arese store concept was illustrated. Designed as a fluid space centered on phygital integration, it aims to guide the customer from inspiration to project realization, with Digital Signage playing a key informative role. The speakers also emphasized how Retail Media represents a high value-added service based on first-party data, capable of offering personalization, measurability, and brand safety. Finally, they highlighted the fundamental omnichannel synergy among e-commerce, the mobile app, and the in-store presence—an integration essential to accompany the consumer throughout the entire purchasing funnel.

Success Case Studies Presented by Valiuz

Ample space was dedicated to presenting concrete experiences led by Valiuz alongside major brand partners. In the first session, Luca Dell’Aversana, Account Manager at Valiuz, along with Luca Zanin, Retail and DIY Channel Sales Manager at Hisense, illustrated an omnichannel campaign with high seasonality, specifically focused on the North-East region. The initiative achieved a reach of 2.8 million, generating a 1.2x increase in sell-out in the North-East compared to a control area, and a +14.3% impact on ROPO (Research Online, Purchase Offline).

Next, Anna Celin, Account Manager at Valiuz, analyzed alongside Chiara Gianniello, Shopper Marketer Leader for 3M, the results achieved from the activations for the group, focusing on the Scotch and Command brands. The first campaign, dedicated to the launch of the Scotch Universal Gel Tape across e-commerce and stores in the Milan area, reached 1.4 million users, recording a +66% category traffic growth and a +50% sell-out uplift compared to control areas. The operation for Command, aimed at acquiring market share in Rome and Sicily, generated a 1.5 million reach, a +23% increase in traffic, and a +33% increase in overall sell-out. Furthermore, the Brand Lift Study highlighted an 11-percentage-point leap in Brand Awareness and a 46% purchase intent among exposed customers, compared to 29% for unexposed customers.

Finally, Account Manager Giorgio Agrò shared the strategic framework developed alongside Antonio Sinigalia, Marketing Manager for Svitol. Centered in 2025 on the Svitol Giallo product through a detailed analysis of keywords and search clusters, the campaign was then extended in 2026 to the Svitol Specialties line. The campaign reached 2.7 million users. The activation multiplied engagement (with a CTR on clusters 2.5 times higher than the average) and generated a +56% sell-out growth in the stores where it was communicated compared to the control sample, also producing a marked halo effect on the main brand.

Outlook and News for 2027

The concluding session of the event, led by Frédéric Marty-Debat, Global Managing Director of Valiuz, and Sébastien Zecchini, CEO of the company, outlined the strategic guidelines for 2027. They confirmed the ongoing commitment to developing advanced solutions for performance measurement, data-driven integration, and the progressive expansion of the Valiuz Retail Media network.