What: Kiabi launches retail media network through Valiuz Adz partnership, offering advertisers access to its customer base through online and in-store channels.

Why it is important: This strategic move into retail media reflects a growing trend among retailers to monetise their customer data and physical/digital assets, as the sector is projected to reach $100 billion by 2027 in the US alone.

Kiabi is venturing into the retail media landscape through a strategic partnership with Valiuz Adz, a specialist company launched by the Mulliez group. This initiative enables the fashion retailer, which generates €2.2 billion in annual sales, to monetise its customer relationships by offering advertising opportunities to third-party brands across both digital and physical touchpoints. The programme already includes prominent advertisers such as Damart, Bébé Confort, RougeGorge, and Future Home, who can leverage Kiabi's customer data for targeted advertising campaigns. Managed internally by Valentin Tourelle, the initiative encompasses various formats including online videos, banner advertisements, and in-store activations. The retailer is testing event-based advertising initiatives with external brands at its laboratory store in Lezennes, near Lille, while also allowing marketplace sellers to showcase their products for testing. This development aligns with broader industry trends, as other retailers like Marionnaud, But, and Conforama have recently established their own retail media operations, while rumours suggest potential collaborations between Auchan and Intermarché in this space.

IADS Notes: As noted in March 2024 , retail media advertising is experiencing unprecedented growth, with projections reaching $100 billion in the US market by 2027. This trend is exemplified by Walmart's success, which reported in August 2024 a 30% growth in its advertising business. The timing of Kiabi's initiative aligns with a broader industry shift, as highlighted in July 2024 , where retail media networks are demonstrating potential to more than double retailers' margins from 1.7% to 4.3%. The partnership with Valiuz Adz mirrors successful implementations seen in October 2024 , where retailers like Boots have effectively leveraged their customer data through loyalty programmes.

French discounter Kiabi ventures in retail media