For this Media Owner Spotlight, Vistar spoke to Alexandra Suire, director of Retailink by Fnac Darty, the group's omnichannel retail media network. Read on to discover how the company is helping brands reach shoppers through a nationwide premium retail DOOH network that connects advertising with real shopping journeys, and why it chose Vistar Media to support its programmatic ambitions.
What kind of network is it?
Retailink by Fnac Darty operates a premium retail DOOH network across Fnac and Darty stores throughout France. Our screens reach consumers in high-attention retail environments during real shopping journeys, combining national scale with highly contextual relevance. Through Retailink, our retail media offering, we connect brands with shoppers close to the point of purchase, leveraging our retail environments to support a range of campaign objectives.
What types of screens do you have & where can they be found?
Our network consists of digital screens strategically positioned in high-traffic, high-dwell areas throughout our stores, including entrances, escalators, click-and-collect zones, customer service areas, and checkout pathways. These premium placements allow brands to engage shoppers while they are actively browsing, purchasing, and making decisions.
What regions do you operate in and what audiences do you reach?
We operate a nationwide network across France through 357 Fnac and Darty stores, giving advertisers the flexibility to reach audiences at a national level or activate campaigns within specific regional markets. Our network reaches a broad consumer audience with strong purchasing power, including families, professionals, technology enthusiasts, entertainment consumers, and everyday shoppers. The 357 stores equipped with DOOH screens generate more than 75 million visits every year, providing brands with significant reach in trusted retail environments.
What sets you apart from other digital channels?
We engage consumers in the physical world at moments when they are fully present and actively making purchasing decisions. Unlike many online environments where advertising can be skipped or ignored, our screens benefit from natural visibility and sustained attention within trusted retail destinations. Our retail media approach also combines proximity to the point of purchase with audience data and measurement capabilities, helping brands connect their DOOH campaigns to broader marketing objectives.
What is your network's main value proposition to a brand?
We provide brands with access to a large, highly engaged audience within premium retail environments at scale. Our network helps advertisers achieve a range of objectives, from building brand awareness and strengthening consideration to supporting conversion, by reaching consumers throughout their shopping journey.
What do you wish more media buyers knew about DOOH?
Many media buyers still view DOOH primarily as an awareness channel, but today's ecosystem has evolved significantly. Modern DOOH offers advanced audience targeting, programmatic activation, measurement capabilities, and seamless omnichannel integration, making it a fully data-enabled media channel that complements digital strategies exceptionally well. In retail environments, these capabilities allow brands to go beyond visibility and use DOOH to support different stages of the customer journey, from awareness to conversion.
How do you see digital out-of-home evolving over the next year?
We expect continued growth in audience-based buying, dynamic creative optimization, and omnichannel planning. As advertisers increasingly seek brand-safe environments and alternatives to saturated digital channels, we believe DOOH will continue to earn a larger role within media plans. The combination of retail media data, contextual relevance, and measurement will further strengthen DOOH's role in delivering campaigns that are both impactful and aligned with advertisers' objectives.
What benefits have you been able to leverage by working with Vistar?
As our partnership is still in its early stages, we already see significant potential in working with Vistar. Its global marketplace connectivity and programmatic technology will make our premium retail DOOH inventory easier for agencies and advertisers to access and activate through programmatic buying. This will give brands and their media partners more opportunities to incorporate high-quality retail environments into their media strategies, reaching shoppers close to the point of purchase and supporting a range of campaign objectives.
