Auchan Romania is launching its new Auchan Retail Media in-store digital concept at the Auchan Drumul Taberei hypermarket in Bucharest. Featuring two immersive LED entrances — a first for Romanian retail — and 12 digital advertising formats integrated into the store’s architecture, the concept brings brands closer to shoppers at the exact moment purchasing decisions are made.
Auchan Retail Media is a data-driven, 360-degree omnichannel communication ecosystem integrating physical and digital media solutions in stores, alongside on-site and off-site digital advertising.
The centrepiece of the new concept is a pair of immersive entrances dedicated to Food and Non-Food. Each features a curved LED screen measuring 3.5 × 5.3 metres, covering more than 18 square metres and positioned overhead. Approximately 650,000 visitors pass through the store every month.
The experience continues throughout the store. The concept brings together 24 LED screens, 50 central screens and seven specially designed displays, offering brands 12 different communication formats.
These include double-sided digital pillars with a 3D effect in the Fresh and food court areas, a 25-metre LED header in the BeautyShop area, and screens integrated into the Wine Cellar, Beverages, Home & Seasonal, Textiles, Baby Care and Trend departments.
Auchan Drumul Taberei is the first hypermarket in Romania to feature the new Auchan concept. The store also offers customers other innovative technologies, including Smart Cart and Scan&Go. A shopping trip lasts an average of 45 minutes, while 70% of customers shop at the store weekly or more frequently.
“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 platform, while the experience continues through digital formats integrated into every shopping area. This allows brands to reach customers at the exact moment purchasing decisions are made, with results that can be directly measured through sales. This marks a new chapter for retail media in Romania,” said Tiberiu Dănețiu, Executive Board Member and Director of Retail Media & Institutional Affairs at Auchan Romania.
The effectiveness of in-store communication is supported by an eye-tracking study conducted in 2025 at Auchan stores by academic staff from the Marketing Faculty of the Bucharest University of Economic Studies (ASE). 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 found that more than 60% of customers accurately recalled the advertisements displayed, while 30% of shoppers who did not purchase the advertised product said they intended to buy it on their next visit.
In terms of effectiveness, measurements showed that conversion rates for established brands can reach 15–20% or even higher through advertising exposure alone, without any additional promotional activations.