Tiberiu Danetiu, Auchan: “We want to collaborate with other companies to standardize the retail media market in Romania”

“The way we shop, digitalized, on online platforms, quick commerce, etc., comes from global trends that are also manifesting themselves in Romania. The change in store formats, from large to small, omnichannel, are things that are also happening in other countries. It does not mean that we are copying what is happening internationally, but simply that is how the world evolves.

What people buy and consume represents changes depending on generations, reflecting different desires and needs. A very clear trend is the one related to sustainability,” Tiberiu Danetiu, Board Member, Director Corporate Affairs & Retail Media, Auchan Romania said at Retail Forward 2025 organized by The Diplomat-Bucharest.

Key statements:

• Romanian consumers want Romanian products. Retailers support and promote and develop partnerships with local producers, and Romanian brands have grown a lot and are continuously developing. So there is a trend to have Romanian products in stores.
• Another trend in recent years is to eat healthier. The world has changed, people are much more attentive to product labels and what they eat.
• In Romania, purchasing power is decreasing in many regions of the country. Purchasing power has been affected by inflation, various crises, energy costs, etc. Thus, a national trend is that Romanians are much more attentive to spending and product prices.
• Consumers have had sensational feedback regarding the DRS system. The figures are extraordinary, people collect and return packaging and we no longer see waste thrown on the streets. The DRS system is a success at the moment and we are happy that Romania recycles impressive amounts of packaging and thus we protect the environment substantially.
• A third of Auchan Romania employees have over 10 years of experience in the company. We help colleagues to train, develop professionally and personally and offer them growth opportunities.
• Retailers and the retail market are in a positive dynamic of sustainability, of responsibility. Profitability and sustainability are in the same equation at the moment, it is very important to understand this because this is how business plans are made.
• Retail media helps brands communicate better with their customers in a very well-organized ecosystem, based on data and the communication environment of a retailer. In 2021 we reorganized the system and today we have over 1,000 TVs in 30 stores and we offer communication services for over 200 suppliers who use Auchan Retail Media data for their brands.
• We want to collaborate to standardize the retail media market in Romania. We will function as a completely new media channel; this is the third wave of advertising that is happening in the retailers’ ecosystems.