{"id":86025,"date":"2026-11-06T18:14:48","date_gmt":"2026-11-06T17:14:48","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=86025"},"modified":"2026-11-06T18:14:48","modified_gmt":"2026-11-06T17:14:48","slug":"barometre-retail-media-edition-4","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/barometre-retail-media-edition-4\/","title":{"rendered":"Retail Media: more present, more engaging, but still awaited by consumers regarding its usefulness"},"content":{"rendered":"

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4th edition of the Retail Media Barometer<\/h5>\n

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By 2026, retail media will solidify its place in the French consumer journey. More exposed to in-store advertising, consumers are also increasingly recognizing its ability to inspire purchases. However, this growing influence is accompanied by strong expectations: for relevant, useful advertisements that offer tangible benefits.<\/p>\n

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This is what the 4th wave of the Retail Media Barometer produced by ILIGO reveals, which analyzes the evolution of the perception and effectiveness of Retail Media among the French since January 2024.<\/p>\n

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+4 points of exposure to screens in shop windows: physical Retail Media strengthens its presence in the daily lives of French people<\/h4>\n

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34% of French people say they visit at least once a week commercial environments equipped with advertising screens in shop windows, an increase of 4 points compared to 2025 (30%).<\/strong><\/p>\n

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The trend is also positive for advertising screens located inside stores and shopping centers: 32% of French people visit these places at least once a week, compared to 30% in 2025 (+2 points).<\/p>\n

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This dynamic reflects the growing importance of digital devices in retail spaces, where brands have new opportunities to communicate more closely with consumers.<\/p>\n

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Meanwhile, usage patterns in e-commerce environments remain stable: 46% of French people say they visit e-commerce sites at least once a week, a proportion unchanged compared to 2025.<\/strong><\/p>\n

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This difference in development illustrates a particularly interesting dynamic for physical Retail Media, which continues to strengthen its presence in the shopping journey.<\/p>\n

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However, increased exposure does not automatically guarantee greater attention. The proportion of French people who say they pay close attention to advertisements shown on screens in stores has changed little, rising only slightly from 14% to 15%.<\/p>\n

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The challenge for industry players is therefore now twofold: to multiply opportunities for contact, but above all to transform this visibility into genuine advertising attention.<\/strong><\/p>\n

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55% of French people say that online retail media makes them want to buy, which is 4 points higher than projected for 2025.<\/h4>\n

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Beyond its increasing visibility, Retail Media also seems to be gaining in perceived effectiveness among consumers.<\/p>\n

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\"insights<\/h4>\n

Regarding digital environments, 55% of French people believe that Retail Media advertisements can make them want to buy, compared to 51% in 2025, representing an increase of 4 points.<\/strong><\/p>\n

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This development is all the more interesting given that traffic to e-commerce sites remains stable year-on-year. It suggests that Retail Media could strengthen its persuasive power, regardless of changes in platform usage patterns.<\/p>\n

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Large retailers' websites stand out particularly in this dynamic.<\/p>\n

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26% of French people say that advertisements on the websites of large retailers encourage them to inquire about a product at least once a month, compared to 22% in 2025 (+4 points).<\/strong><\/p>\n

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This increase, greater than that observed on generalist e-commerce sites (+1 point), highlights the ability of distributors' environments to play a role in the discovery and consideration of products.<\/p>\n

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Social networks also contribute to this activation dynamic: 23% of French people say they are encouraged at least once a month to buy a product through advertisements on these platforms, compared to 20% a year earlier (+3 points).<\/p>\n

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These results highlight a broadening of the role of Retail Media: beyond its visibility function, it helps to support consumers from the discovery of a product to the intention to purchase.<\/strong><\/p>\n

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33% of French people want more online retail media (+4 points): a growing openness, provided it is useful<\/h4>\n

Another lesson from this 2026 edition: consumers seem to be progressively more receptive to the presence of Retail Media in their purchasing journeys.<\/p>\n

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33% of French people would like to see more Retail Media advertising on e-commerce sites and applications, compared to 29% in 2025 (+4 points).<\/strong><\/p>\n

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This positive development is also reflected in physical environments: 32% of French people want to see more advertising on screens in stores, compared to 30% in 2025 (+2 points).<\/p>\n

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This openness, however, should not obscure certain demands. In e-commerce environments, a quarter of French people (25%) would still prefer to be exposed to less advertising.<\/p>\n

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The acceptance of Retail Media therefore does not depend solely on its presence or proximity to the act of purchase, but also on the relevance of the messages broadcast.<\/p>\n

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Promotional communications remain central to consumer expectations<\/strong>, who are primarily looking for information that can provide them with a concrete benefit in their shopping journey.<\/p>\n

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At the same time, interest in communications about new products is declining on certain platforms. On window display advertising screens, in particular, it falls from 44% in 2025 to 39% in 2026, a decrease of 5 points.<\/p>\n

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This development underlines the importance of offering content directly in line with consumer concerns, in a context where advertising solicitations are multiplying.<\/p>\n

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For brands and retailers, the challenge is therefore not simply to broadcast more advertising, but to offer communication that finds its legitimacy in the service provided to the consumer: promotional offers, good deals, relevant information and support for the purchase decision.<\/strong><\/p>\n

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Retail Media 2026: From Visibility to Value<\/h4>\n

The results of this fourth wave show a Retail Media that continues to grow in usage and strengthens its ability to support purchasing decisions.<\/p>\n

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While physical media are gaining exposure, digital formats appear to be consolidating their role in consumer engagement. At the same time, the growing acceptance of these advertisements remains closely linked to the value they provide.<\/p>\n

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By 2026, the question will no longer be simply how to make Retail Media more visible, but how to make it more effective, relevant, and useful to consumers. With this in mind, the iligo Retail Media Observatory is a subscription-based survey for Retail Media stakeholders who wish to delve deeper, with the option to add specific questions (by brand, by sector). If you would like to learn more, please contact us!<\/strong><\/p>\n

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A word from our experts<\/h4>\n

According to Hortense de Nantois, Division Director at iligo, \u00ab Retail media is gradually becoming established in the media habits of the French and must now demonstrate its usefulness to consumers. We are thus moving from a retail media focused on multiplying touchpoints to one focused on the relevance of its interactions with consumers.<\/em> \u00bb.<\/p>\n

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About the Retail Media barometer<\/h4>\n

*Retail Media survey conducted from September 29 to October 7, 2026 by iligo among 2011 respondents in France aged 18 to 69.<\/p>\n

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The Retail Media Observatory is a barometer established by iligo in January 2024 to monitor the perception of Retail Media online and offline, and its innovative nature. This protocol aims to measure the branding impact of Retail Media on shoppers and assess its development potential in a context where Retail Media is primarily measured by its sales effect.<\/p>\n

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Retail Media is defined in the survey as advertising on the following media: digital screens\/posters in shop windows or digital screens\/posters in shopping centers\/stores or e-commerce website\/application or websites\/applications of large retail chains.<\/p>\n

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About iligo<\/h4>\n

iligo is a research agency<\/strong> dedicated to understanding consumer behaviour and measuring the impact of marketing levers.<\/strong><\/p>\n

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