Carrefour Poland Doubles Retail Media Revenue

In partnership with adQuery, the retailer now allows advertisers in Poland to reach customers both in physical stores and through digital channels, ESM Magazine reports.

Brands can now advertise across a wide range of media, from checkout and entry monitors to shelf-level communication and digital tools within the Mój Carrefour mobile app, including coupons and dedicated promotional formats.

Two-Pillar Strategy

Carrefour’s retail media strategy is built upon two distinct pillars.

The first includes marketing activities for established brands, i.e. those already selling products in Carrefour’s stores, particularly in FMCG and other food categories.

The second pillar allows non-established brands to reach Carrefour customers with dedicated offers, regardless of the physical presence of their products on store shelves.

This approach expands the pool of potential advertisers and leverages the store channel as a powerful medium.

Technological Integration

The partnership with adQuery treats the store as a fully fledged marketing channel, integrating offline media with the mobile app.

The adQuery technology provides advanced analytical and advertising tools, including contextual targeting, audience segmentation, user behaviour analysis, and retargeting.

A proprietary QID identifier helps organise and analyse campaign data.

Leadership Perspectives

“Carrefour is consistently developing its retail media offerings in Poland, responding to the growing needs of brands and advertisers,” explained Robert Stupak, director of marketing, digital, e-commerce and IT at Carrefour Poland.

“In 2025, we doubled our revenue in this area, confirming the effectiveness of our model in integrating offline and digital channels.”

Jarosław Łuczka, the product owner of adQuery, added, “Synergy plays a key role in the entire communications ecosystem.

“The dynamic growth in retail media revenue at Carrefour demonstrates that the Polish market is maturing, and brands are increasingly understanding the value of data and communication in the store environment.”