Retail Media During Business Transformation

Gaetan Pacton, CEO, Profi, Ahold Delhaize Romania

Gaetan Pacton explains how Retail Media can support business transformation inside a retailer. The session shows how media monetization connects with data, digital strategy, and new revenue opportunities during organizational change.

Video summary

Gaetan Pacton explains how Profi’s Retail Media journey grew from early work on new channels and data into a faster partnership model in 2024. He describes Profi as an entrepreneurial company that gives teams freedom to test fresh ideas that create additional revenue. The session frames Retail Media as part of business transformation: customer behavior is changing quickly, retailers need more data analysis, and customer-tailored activation will become increasingly important as the market matures.

Key takeaways

Profi’s Retail Media progress builds on years of data work and new-channel experimentation. An entrepreneurial culture helps retailers test ideas that can create new revenue streams. Retail Media can accelerate when digital teams, data, and external partnerships align. Changing customer behavior makes data analysis and customer-tailored activation more important for retailers.

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