Carrefour and Coopérative U form retail media alliance

Carrefour and Coopérative U announced on July 8, 2025, the formation of Concordis, a new European buying alliance that will fundamentally alter the competitive dynamics of French retail media networks. The alliance, headquartered in Brussels, aims to increase purchasing competitiveness by pooling volumes across European markets where both retailers operate.

According to the joint announcement, Concordis will operate under dual scope: negotiating purchase prices and offering international services with multinational suppliers of branded consumer goods. The alliance becomes effective with 2026 negotiations and will initially run for six years, with plans to expand by including other European retailers already under discussion.

Summary

Who: Carrefour Group and Coopérative U formed the Concordis European buying alliance, impacting Criteo's retail media business and reshaping France's advertising technology landscape through partnerships with Unlimitail and other major retail media networks.

What: The announcement of Concordis creates a comprehensive European buying alliance that extends beyond traditional purchasing to include retail media strategy development, fundamentally altering competitive dynamics in France's retail media sector and threatening existing technology provider relationships.

When: Announced July 8, 2025, with French Competition Authority notification planned by month-end, the alliance becomes effective for 2026 negotiations and initially runs for six years, while retail media integration with Unlimitail will occur at a later stage.

Where: Headquartered in Brussels, the alliance operates across European countries where Carrefour and Coopérative U maintain operations, with particular focus on French market dynamics and potential expansion to include other European retailers through ongoing discussions.

Why: The alliance addresses increasing industrial consolidation and purchasing platform power while providing enhanced competitiveness for customers, positioning both retailers to achieve market share targets and respond to evolving retail industry challenges through integrated operational and digital advertising capabilities.

Retail media consolidation accelerates

The formation of Concordis carries significant implications beyond traditional buying power, particularly for France's retail media ecosystem. According to industry analyst Nicolas Jaimes, founder of Open Garden, "This alliance will not be limited to setting up a common purchasing center."

The partnership announcement revealed that Coopérative U will eventually conclude an agreement with Unlimitail, the joint venture between Publicis and Carrefour, to develop its retail media capabilities. This development represents a substantial setback for Criteo, which had secured Coopérative U as an exclusive partner for onsite retail media development less than six months ago.

"This is very bad news for Criteo because this alliance will not be limited to setting up a common purchasing center," Jaimes explained. "It is announced that Cooperative U will conclude, eventually, an agreement with Unlimitail, the Publicis-Carrefour joint subsidiary, to develop its retail media."

The timing complicates matters for Criteo, which previously lost major French clients including Carrefour, Auchan, and Intermarché between 2023 and 2024. Coopérative U represented a significant recovery for the advertising technology company, being France's fourth-largest food drive retailer with 10% market share.

Complex contractual challenges emerge

The transition faces substantial legal and financial hurdles. Existing Criteo contract with Coopérative U likely extends 2-3 years, requiring potential exit clauses and indemnity payments to terminate early. "Carrefour and Coopérative U have not made it easy for themselves because the contract signed with Criteo probably extends over a period of 2 to 3 years and they will have to count on a possible exit clause (as well as compensation) to break it," Jaimes noted.

The technical complexity extends beyond contractual obligations. "It's always complicated to move forward with a technology when you know it has an expiration date," Jaimes observed, highlighting the challenges both parties face in maintaining productive relationships during transition periods.

French retail media landscape takes shape

The Concordis formation accelerates consolidation within France's retail media sector, creating three distinct competitive axes. According to Jaimes' analysis, the landscape now comprises:

• Carrefour-Coopérative U-Unlimitail alliance
• Mousquetaires-Auchan-Valiuz partnership
• E.Leclerc maintaining independent operations
• Criteo retaining E.Leclerc while facing client departures

"In France, the retail media landscape continues to consolidate into three axes," Jaimes explained, noting that E.Leclerc remains Criteo's most significant French client, a relationship unlikely to change given current market dynamics.

International implications and expansion plans

Concordis leverages Carrefour's European footprint and international expertise through subsidiaries CWT and Eureca, which will support the alliance operations. The partnership also draws on Coopérative U's experience from previous international partnerships and expertise from future alliance members.

The alliance emphasizes fair and transparent supplier relationships, aligning with Carrefour's corporate purpose and Coopérative U's cooperative values. Both companies committed to promoting mutual business plan development while maintaining strong consideration for agri-food supply chain balance.

Alexandre Bompard, Chairman and CEO of Carrefour, described the initiative as "a decisive step towards building a next-generation buying alliance." He emphasized the alliance's response to increasing industrial consolidation and growing purchasing platform power, stating, "This alliance, built on increased purchasing volumes, direct negotiation, and the offer of international services, strengthens our purchasing competitiveness to the benefit of our customers."

Regulatory compliance and competitive positioning

Both companies plan to notify the French Competition Authority by month-end and submit the alliance for approval to relevant governing bodies. The alliance aims to become France's leading purchasing force while positioning for European leadership.

Dominique Schelcher, CEO of Coopérative U, emphasized the alliance's alignment with the company's CAP 15 strategy: "With Concordis, we will enhance our competitiveness in support of our customers' purchasing power. This project is fully aligned with our CAP 15 strategy and will be a key tool in reaching our 15% market share target by 2030."

Broader cooperation initiatives planned

Beyond purchasing consolidation, Carrefour and Coopérative U announced intentions for additional cooperation areas. Private label collaboration will explore joint auctions on standard consumer goods while maintaining autonomy on differentiated products. Non-food expertise sharing may include Carrefour supporting Coopérative U in textile sectors.

The digital cooperation component represents the most significant development for advertising technology providers. Coopérative U's eventual agreement with Unlimitail will establish comprehensive retail media strategy development, completing the alliance's transformation from traditional buying power to integrated commercial partnership.

Market impact and industry response

The Concordis announcement reflects broader retail industry adaptation to changing competitive pressures. Established players face increasing challenges from digital-native competitors and evolving consumer expectations, driving consolidation initiatives across multiple operational areas.

For advertising technology providers, the development signals continued market concentration among major retail clients. Independent providers like Criteo must navigate increasingly complex partnership structures while larger holding companies potentially benefit from integrated service offerings.

The alliance's success could establish a template for future European retail partnerships, potentially influencing competitive dynamics across multiple markets. The combination of purchasing power, operational expertise, and digital advertising capabilities represents a comprehensive approach to retail competition in modern markets.

Timeline

• Early 2024: Criteo launches self-service retail media platform
• Late 2024: Coopérative U announces Criteo as exclusive retail media partner
• January 2025: Criteo appoints new CEO amid transformation challenges
• March 2025: Criteo achieves MRC accreditation for measurement
• May 2025: Criteo reports major client relationship changes
• June 2025: Criteo launches auction-based display technology
• July 8, 2025: Carrefour and Coopérative U announce Concordis alliance
• End July 2025: Planned notification to French Competition Authority
• 2026: Concordis alliance becomes effective for negotiations