Krëfel chooses Valiuz to strengthen its Retail Media strategy

A strategic partnership marking Valiuz's entry into the Belgian market

In Paris, April 7, 2025 – Valiuz's Retail Media agency and Krëfel, one of the leading Belgian retailers of household appliances, IT equipment, and audiovisual products, announced today that they have signed a strategic partnership. While the two companies already collaborate through other services offered by Valiuz, the data expert will take charge of the marketing and operation of Krëfel's e-Retail Media activities as of Tuesday, April 1, bringing its expertise in data mining and advertising formats. Drawing on the experience acquired with brands such as Boulanger (which, like Krëfel, belongs to the United B group), Valiuz will gradually deploy its solutions to optimize the management of Krëfel's advertising spaces while ensuring a smooth and efficient user experience. This partnership also marks a key step for Valiuz, which marks its entry into the Belgian market, confirming its ambition for expansion in Europe.

Krëfel x Valiuz: new on-site levers, more locations and a new measure

Starting this Tuesday, April 1st, Valiuz is launching its first Retail Media display formats on Krëfel's online channels (Sponsored Product and Billboard). These formats will offer advertisers enhanced visibility while maintaining a seamless and enjoyable shopping experience for consumers. And this is just the beginning! Starting next May, new innovative display and video formats adapted to the specificities of the Belgian market will be rolled out (Billboard, Sword, Totem, etc.), guaranteeing maximum impact on consumers. In addition, the third phase of this partnership, planned for the second half of 2025, will introduce audience extension solutions across various media environments. These solutions will use anonymized data to improve targeting and measure the impact of advertising campaigns.

With this partnership, Krëfel will be able to benefit from Valiuz's extensive expertise in Retail Media and the strength of its data to offer advertisers a more precise measurement of their campaign performance. Furthermore, the two partners plan to go further in measuring campaign effectiveness by integrating in-store sales tracking following an online advertising campaign, in order to precisely assess the impact of digital exposures.

“This partnership with Valiuz allows us to offer a Retail Media solution that is much more dynamic and adapted to the needs of our market. Thanks to the strength of Valiuz data, we now have the opportunity to diversify and enrich our offering, maximizing campaign performance for our advertisers and strengthening the relevance of messages for our consumers. This collaboration allows us to accelerate our digital transformation and offer innovative formats that will be important levers for our future development,” said Mickael Soleau, Chief Marketing & Digital Officer of Krëfel.

A first collaboration in Belgium and a strong ambition for international development

This partnership marks Valiuz's first collaboration in Belgium, expanding its geographic footprint in Europe. Already established in France, Spain, Italy, and Poland, Valiuz continues its expansion and confirms its ambition to extend its Retail Media expertise to new international territories.

"We are delighted to collaborate with Krëfel and to put our Retail Media expertise at the service of this key player in the Belgian distribution sector and its advertising brands. This entry into the Belgian market represents a major strategic step for Valiuz. This partnership is part of our desire to expand our international presence and consolidate our offering across various sectors, particularly home equipment." explains Stéphane Fiocchi, Sales Director of Valiuz .

About Valiuz:

Founded in 2019, Valiuz is a technological alliance leveraging collective intelligence to make data a strategic asset for innovation and the transformation of commerce. With around twenty partner brands, as powerful as they are complementary (including Leroy Merlin, Décathlon, Auchan, Kiabi, and Boulanger), Valiuz pools and leverages data to enrich customer knowledge and strengthen the personalization of shopping experiences. In France, the company thus has an unrivaled customer database, making it the largest and most diverse source of information available today. Valiuz also connects brands with consumers at the time of their purchases, online and offline, thanks to its omnichannel and omnimarket Retail Media offering covering the entire customer journey, from profiling to on-site, off-site, in-store and CRM activation, including advertising performance measurement. Thanks to its data-driven approach, Valiuz enables brands to offer a more relevant customer experience, advertisers to optimize their investments, and consumers to benefit from better targeted and more responsible advertising. Already present in France, Italy, Poland, and Spain, the company aims to quickly become the European leader in data and retail media. Website: https://www.valiuz-adz.com/

About Kréfel:

Founded in 1958, Krëfel specializes in the sale and service of household appliances and multimedia. The Krëfel network, headquartered in Grimbergen-Humbeek, has 73 points of sale in Belgium. Krëfel also has a highly successful webshop and employs over 1,200 people. The brand offers 15,000 products and generates annual sales of over €400 million. Krëfel is part of the United.b group.