Toom retail media starts in more than 300 Rewe Group stores

Toom retail media is now on sale. As the German trade titles Horizont and Lebensmittelzeitung report, Rewe Group started selling advertising space in its Toom home improvement chain on 3 September.

Screens go into more than 300 Toom stores

Rewe Group Retail Media Connect handles the selling. The unit says the network covers more than 300 Toom markets, including the B1 and Klee shops. Advertisers can book the digital screens inside them. Retail media means advertising bought from a shop rather than from a media owner, using what the shop knows about its customers.

Online shop ads start in October 2026

Sponsored product placements and display space in the Toom online shop are due from October, the German reports say. Targeting is meant to draw on loyalty card data, app use and past purchases. Christian Raveaux, who heads Retail Media Connect at Rewe Group, told Horizont in German that retail media had moved from a niche offer to “a fixed component of many media plans”.

Rewe, Penny and ZooRoyal already sell retail media

Toom is the fourth Rewe Group chain to open its shelves and screens to advertisers. The group reported 96 billion euros of external revenue for 2024. Toom itself takes about 3 billion euros a year. That is a small slice of the group, but it reaches people planning building and garden jobs, which food shops rarely see.

Ace Hardware and Simon made the same move abroad

The pattern is not only German. Ace Hardware built its own retail media network in the United States and added weather triggers to it. The shopping centre owner Simon started selling ads built on visitor data. In Germany, YouTube opened shopping links with MediaMarkt, Saturn and Kaufland. Buyers should ask how many people really see each screen, and how a shop counts a click.