Vusion has signed an agreement to acquire In-Store Media (ISM). The French provider of digitalisation solutions for brick-and-mortar retail and the Barcelona-based specialists in retail media advertising are both active on a large scale for Carrefour and now aim to build a joint platform for digital in-store retail media. The completion of the transaction is still subject to regulatory approvals and further conditions.
Vusion aims to combine its Connected Store technology with ISM’s advertising business. The company sees physical stores as the next growth channel for retail media, as a large proportion of customer footfall and many purchasing decisions continue to take place on the shop floor. This is set to create an additional revenue stream for retailers.
Since its foundation in 1998, ISM has specialised in retail media networks, online and in physical stores. According to the company, ISM works with more than 90 retail organisation and FMCG manufacturers representing over 1,600 brands. The company operates in nine countries and generated turnover of around 120 million Euros in 2025.
Carrefour is a client of both companies
ISM’s significance is evident, among other things, in its relationship with Carrefour, one of Vusion’s most important new European clients. To date, ISM has frequently collaborated with Unlimitail as the technical retail media platform provider, taking charge of marketing the advertising spaces. This is the case, for example, with Carrefour in Spain. There, ISM has set up seven new advertising cycles with Unlimitail – five of which are digital – and expanded the existing offering to a total of 28 advertising cycles.
In Italy and Poland, too, Unlimitail commissioned ISM in early 2025 to manage retail media activities in Carrefour stores. The partners aimed to roll out traditional point-of-sale advertising and new digital out-of-home formats.
ISM engages brands across multiple channels
ISM also cites several campaigns as examples of its own omnichannel work. For Ballantine’s, the company implemented a campaign across digital and physical touchpoints at several retailers. According to ISM, sales rose by 20 per cent compared with stores not running the campaign.
For Nescafé Dolce Gusto, ISM described an off-site retail media campaign for Auchan.pt featuring display, video and search. According to ISM, sales of Dolce Gusto Neo machines rose by 87.5 per cent during the campaign, with 44 per cent of buyers being new to the brand.
