Forum de l’Activation Clients

Retail Media in France is moving quickly from concept to business priority. At the Forum de l’Activation Clients 2026 in Paris, M-Cube brought this shift into focus with a clear message: physical stores can become powerful, measurable media ecosystems. Diamart Group organised the event, which gathered retailers, brands and industry experts to explore the future of customer engagement, retail innovation and in-store activation. Throughout the day, discussions showed how the store is gaining a new strategic role. It no longer supports only transactions. It also builds relationships, captures attention and creates new growth opportunities for retailers and brands.

Retail Media in France moves closer to the shopper

The market is evolving faster than many retailers expected. Compared to 2023, the number of retailers who see digital in-store experiences as a key driver of store visits has increased by 23 points. Meanwhile, 51% of retailers in France plan to expand their physical store networks. In addition, 89% of everyday purchases in France still happen in physical stores. Together, these figures tell a clear story. The store remains central to the customer journey. Moreover, it offers a major opportunity for Retail Media, because it connects brand visibility with real shopping moments.

The store becomes a media ecosystem

For years, retail conversations focused heavily on online channels. However, the Forum de l’Activation Clients 2026 showed a more balanced reality. The most forward-thinking retailers are not choosing between digital and physical. Instead, they are combining both to create more engaging and measurable experiences.

This is where in-store communication becomes strategic. With the right digital signage network, relevant content and performance data, retailers can turn store traffic into media value. As a result, physical spaces can attract brand investment, improve customer engagement and support new revenue streams.

M-Cube’s perspective from Paris

Gianluca Croci, Country Manager France and Regional Director F&BE at M-Cube, joined Gwenola Coicaud and Ludovic Lanoue de Suremain on stage to discuss the evolution of customer activation. His perspective focused on a key challenge for retailers: how to transform physical stores into connected, measurable and revenue-generating assets.

This shift is no longer theoretical. Some retailers still explore the opportunity. Others already build connected stores, activate customer attention and create stronger partnerships with brands. Therefore, the gap is widening. Those who move first can capture the next wave of Retail Media investment.

Retail Media in France needs connected experiences

Retail Media works best when it reaches customers at the right moment. Physical stores offer that moment with unique strength. They bring together traffic, context and purchase intent. However, retailers need the right tools to turn this potential into performance.

M-Cube supports this transformation by helping retailers connect digital content, in-store touchpoints and measurable outcomes. This approach makes communication more relevant. It also helps brands appear closer to the point of purchase, where attention can influence decisions.

From customer engagement to retail growth

The Forum de l’Activation Clients 2026 confirmed a simple idea. Retail Media is becoming part of the retail experience itself. It now shapes how retailers communicate, how brands reach shoppers and how stores create value beyond sales.

For M-Cube, the opportunity is clear. Physical stores can become strategic media assets when retailers combine technology, content and customer insight. This creates better experiences for shoppers. It also opens new growth opportunities for retailers and brands.