Auchan Romania has introduced its new in-store digital concept, Auchan Retail Media, at the Auchan Drumul Taberei hypermarket in Bucharest.
The concept features two immersive LED entrances and 12 digital formats integrated into the store’s architecture. Each entrance has a curved LED screen measuring 3.5 × 5.3 meters, covering more than 18 sqm above shoppers’ heads. Approximately 650,000 monthly visitors pass beneath these screens at the store. At the 10,500 sqm store, the average duration of a visit is 45 minutes and 70% of customers visit once a week or more, the company said.
The store is fitted with 24 LED screens, 50 central screens and 7 screens in special formats, offering brands 12 communication formats. These include double-sided digital pillars with 3D effects in the Fresh area and food court, a 25-metre LED header in the BeautyShop area, and screens integrated into the Wine Cellar, Beverages, Home & Seasonal, Textiles, Baby Care and Trend sections.
The company worked with Romanian startup Spectro:o to implement the solution. The startup was founded in Sibiu by entrepreneur Marius Pătroi.
Auchan invested EUR 200,000 to implement the new concept in its Drumul Taberei store, part of approximately EUR 3 million put into the development of its retail media ecosystem.
In the coming period, Auchan plans to implement the concept at its Floreasca and Sun Plaza stores, also in Bucharest, adapted to the areas of the two units. Later, the concept will be implemented in other malls.
“Customers no longer simply walk past a screen; they step into an experience. With immersive LED entrances, the store’s architecture itself becomes a communication medium, while the experience continues through digital formats integrated into every shopping zone. This allows brands to reach customers at the exact moment purchase decisions are made, with results that can be directly measured through sales. This marks a new chapter for retail media in Romania, and we invite you to discover it at our Auchan Drumul Taberei store,” Tiberiu Dănețiu, Executive Board Member and Director of Retail Media & Institutional Affairs at Auchan Romania, explained.
An eye-tracking study conducted in 2025 in Auchan stores by academics from the Faculty of Marketing at the Bucharest University of Economic Studies (ASE) showed “all participating shoppers noticed the screens, which remained within their field of vision for up to 25% of the time they spent shopping.”
A separate exit survey presented by the company found that over 60% of shoppers accurately recalled the advertisements they had seen, while 30% of shoppers who had not purchased the advertised product intended to buy it on their next visit.
In terms of effectiveness, measurements showed that for well-established brands, sales conversion rates can reach 15–20% or even higher, driven solely by in-store screen advertising, without any additional promotional activations, the company said.
The retail media network Auchan Retail Media is a data-driven, omnichannel 360° communication ecosystem that integrates physical and digital media solutions in-store, as well as on-site and off-site digital advertising.
Auchan launched coordinated retail media initiatives in 2017, when it equipped its first store with connected digital screens. This was followed in 2021 by the launch of the country’s first retail media sales house. Today, the Auchan Retail Media & Data Insights ecosystem brings together approximately 1,000 digital screens across 100 stores, connected through Auchan Instore TV, alongside online, CRM and off-site advertising solutions.
More than 300 companies across FMCG, food, non-food and non-retail sectors use the ecosystem, with brands having run approximately 6,000 advertising campaigns to date. At its core is a first-party data foundation as over 60% of daily sales across Auchan stores are made using the retailer's loyalty card.
In the next phase, Auchan Retail Media plans to expand its digital advertising capabilities, AI-powered solutions and programmatic advertising, with a strong focus on personalization.
Auchan Romania, which opened its first hypermarket in the country twenty years ago, operates a network of more than 500 stores, including 26 traditional hypermarkets, nine ATAC Hiper Discount hypermarkets and one ATAC Super Discount store, nine traditional supermarkets, the Auchan Go smart store, nearly 400 MyAuchan convenience stores, most of which are located at Petrom service stations, and more than 70 Simply by Auchan franchise stores, alongside its online store.
The company also offers a range of solutions for partners and customers, in addition to its energy supply company, Auchan Renewable Energy.
Auchan had a turnover including taxes of more than EUR 1.7 billion in 2024.