{"id":88795,"date":"2025-10-23T18:40:16","date_gmt":"2025-10-23T16:40:16","guid":{"rendered":"https:\/\/actin-co.com\/?p=88795"},"modified":"2026-03-11T13:10:33","modified_gmt":"2026-03-11T12:10:33","slug":"barometre-retail-media-fmcg-investissements-erm","status":"publish","type":"post","link":"https:\/\/actin-co.com\/fr\/barometre-retail-media-fmcg-investissements-erm\/","title":{"rendered":"Barom\u00e8tre e-retail m\u00e9dia ACTINCO 2025"},"content":{"rendered":"<p><img decoding=\"async\" class=\"size-medium wp-image-88798 aligncenter\" src=\"https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-300x300.png\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-300x300.png 300w, https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-1024x1024.png 1024w, https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-150x150.png 150w, https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-768x768.png 768w, https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-350x350.png 350w, https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-348x348.png 348w, https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-uai-720x720.png 720w, https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm-uai-1032x1032.png 1032w, https:\/\/actin-co.com\/wp-content\/uploads\/2025\/10\/barometre-erm.png 1080w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<table role=\"presentation\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td class=\"m_6333988419521107962r12-c m_6333988419521107962nl2go-default-textstyle\" align=\"left\">\n<h1 data-start=\"318\" data-end=\"390\">Barom\u00e8tre Retail Media FMCG : investissements et pratiques des marques<\/h1>\n<p data-start=\"392\" data-end=\"642\">ACTINCO publie un <strong data-start=\"410\" data-end=\"482\">barom\u00e8tre 2025 consacr\u00e9 aux investissements retail media des marques FMCG<\/strong> afin de mieux comprendre les pratiques, les organisations et la performance des campagnes <strong data-start=\"573\" data-end=\"597\">e-retail media (ERM)<\/strong> dans les environnements e-commerce et drive.<\/p>\n<p data-start=\"644\" data-end=\"1058\">Le retail media s\u2019impose aujourd\u2019hui comme un levier strat\u00e9gique pour les marques de grande consommation. Les investissements progressent rapidement, mais les \u00e9quipes marketing et e-commerce rencontrent encore de nombreuses questions op\u00e9rationnelles : quels niveaux d\u2019investissement sont pertinents, comment organiser le pilotage des campagnes et quelles pratiques permettent r\u00e9ellement d\u2019am\u00e9liorer la performance.<\/p>\n<p data-start=\"1060\" data-end=\"1196\">L\u2019objectif de ce barom\u00e8tre est d\u2019apporter des <strong data-start=\"1106\" data-end=\"1143\">rep\u00e8res factuels aux \u00e9quipes des Marques de Grande Consommation <\/strong>\u00a0afin de mieux piloter leurs strat\u00e9gies retail media.<\/p>\n<hr data-start=\"1198\" data-end=\"1201\" \/>\n<h1 data-start=\"1203\" data-end=\"1247\">Une \u00e9tude collaborative entre acteurs FMCG<\/h1>\n<p data-start=\"1249\" data-end=\"1496\">Le barom\u00e8tre ACTINCO repose sur une approche collaborative. L\u2019\u00e9tude a \u00e9t\u00e9 construite \u00e0 partir des \u00e9changes des groupes <a href=\"https:\/\/actin-co.com\/fr\/masterminds\/\"><strong data-start=\"1368\" data-end=\"1390\">Mastermind ACTINCO<\/strong>,<\/a> qui r\u00e9unissent des responsables e-commerce, digital marketing et category management de grandes marques.<\/p>\n<p data-start=\"1498\" data-end=\"1556\">Au total, <strong data-start=\"1508\" data-end=\"1531\">20 entreprises FMCG<\/strong> ont particip\u00e9 \u00e0 l\u2019\u00e9tude.<\/p>\n<p data-start=\"1558\" data-end=\"1582\">Parmi les participants :<\/p>\n<ul data-start=\"1584\" data-end=\"1711\">\n<li data-start=\"1584\" data-end=\"1611\">\n<p data-start=\"1586\" data-end=\"1611\">responsables e-commerce<\/p>\n<\/li>\n<li data-start=\"1612\" data-end=\"1646\">\n<p data-start=\"1614\" data-end=\"1646\">responsables digital marketing<\/p>\n<\/li>\n<li data-start=\"1647\" data-end=\"1676\">\n<p data-start=\"1649\" data-end=\"1676\">responsables retail media<\/p>\n<\/li>\n<li data-start=\"1677\" data-end=\"1711\">\n<p data-start=\"1679\" data-end=\"1711\">responsables category management<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1713\" data-end=\"1800\">Les entreprises participantes couvrent plusieurs univers majeurs du commerce alimentaire :<\/p>\n<ul data-start=\"1870\" data-end=\"1930\">\n<li data-start=\"1870\" data-end=\"1882\">\n<p data-start=\"1872\" data-end=\"1882\">surgel\u00e9s<\/p>\n<\/li>\n<li data-start=\"1883\" data-end=\"1911\">\n<p data-start=\"1885\" data-end=\"1911\">\u00e9picerie sucr\u00e9e et sal\u00e9e<\/p>\n<\/li>\n<li data-start=\"1912\" data-end=\"1924\">\n<p data-start=\"1914\" data-end=\"1924\">liquides<\/p>\n<\/li>\n<li data-start=\"1925\" data-end=\"1930\">\n<p data-start=\"1927\" data-end=\"1930\">DPH<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1932\" data-end=\"2118\">Au total, ces entreprises repr\u00e9sentent <strong data-start=\"1971\" data-end=\"2018\">presque un quart du chiffre d\u2019affaires\u00a0 des marques nationales du drive<\/strong>, ce qui permet d\u2019obtenir une vision repr\u00e9sentative des pratiques retail media dans le secteur FMCG.<\/p>\n<hr data-start=\"2120\" data-end=\"2123\" \/>\n<h1 data-start=\"2125\" data-end=\"2162\">Objectifs du barom\u00e8tre retail media<\/h1>\n<p data-start=\"2164\" data-end=\"2277\">Le barom\u00e8tre ACTINCO vise \u00e0 r\u00e9pondre \u00e0 plusieurs questions structurantes pour les marques de grande consommation.<\/p>\n<p data-start=\"2279\" data-end=\"2308\">L\u2019\u00e9tude permet notamment de :<\/p>\n<ul data-start=\"2310\" data-end=\"2592\">\n<li data-start=\"2310\" data-end=\"2379\">\n<p data-start=\"2312\" data-end=\"2379\">comprendre le niveau d\u2019investissement des marques en retail media<\/p>\n<\/li>\n<li data-start=\"2380\" data-end=\"2447\">\n<p data-start=\"2382\" data-end=\"2447\">analyser l\u2019organisation des \u00e9quipes en charge des campagnes ERM<\/p>\n<\/li>\n<li data-start=\"2448\" data-end=\"2495\">\n<p data-start=\"2450\" data-end=\"2495\">identifier les pratiques les plus efficaces<\/p>\n<\/li>\n<li data-start=\"2496\" data-end=\"2545\">\n<p data-start=\"2498\" data-end=\"2545\">benchmarker les strat\u00e9gies entre acteurs FMCG<\/p>\n<\/li>\n<li data-start=\"2546\" data-end=\"2592\">\n<p data-start=\"2548\" data-end=\"2592\">mieux piloter les investissements e-commerce<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2594\" data-end=\"2781\">L\u2019objectif est \u00e9galement de fournir aux \u00e9quipes marketing et e-commerce <strong data-start=\"2666\" data-end=\"2780\">des \u00e9l\u00e9ments factuels permettant de justifier les budgets et de structurer les plans d\u2019activation retail media<\/strong>.<\/p>\n<hr data-start=\"2783\" data-end=\"2786\" \/>\n<h1 data-start=\"2788\" data-end=\"2813\">M\u00e9thodologie de l\u2019\u00e9tude<\/h1>\n<p data-start=\"2815\" data-end=\"2879\">L\u2019\u00e9tude repose sur une m\u00e9thodologie collaborative et rigoureuse.<\/p>\n<p data-start=\"2881\" data-end=\"3022\">Le questionnaire a \u00e9t\u00e9 construit avec les membres des groupes Mastermind ACTINCO afin de couvrir les principales dimensions du retail media :<\/p>\n<ul data-start=\"3024\" data-end=\"3148\">\n<li data-start=\"3024\" data-end=\"3051\">\n<p data-start=\"3026\" data-end=\"3051\">niveau d\u2019investissement<\/p>\n<\/li>\n<li data-start=\"3052\" data-end=\"3080\">\n<p data-start=\"3054\" data-end=\"3080\">organisation des \u00e9quipes<\/p>\n<\/li>\n<li data-start=\"3081\" data-end=\"3107\">\n<p data-start=\"3083\" data-end=\"3107\">pilotage des campagnes<\/p>\n<\/li>\n<li data-start=\"3108\" data-end=\"3129\">\n<p data-start=\"3110\" data-end=\"3129\">freins rencontr\u00e9s<\/p>\n<\/li>\n<li data-start=\"3130\" data-end=\"3148\">\n<p data-start=\"3132\" data-end=\"3148\">bonnes pratiques<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3150\" data-end=\"3277\">Les r\u00e9ponses ont \u00e9t\u00e9 analys\u00e9es de mani\u00e8re consolid\u00e9e afin de produire un <strong data-start=\"3223\" data-end=\"3276\">benchmark anonyme entre entreprises participantes<\/strong>.<\/p>\n<p data-start=\"3279\" data-end=\"3418\">Les r\u00e9sultats sont trait\u00e9s dans le respect des r\u00e8gles d\u00e9ontologiques des \u00e9tudes de march\u00e9 <strong data-start=\"3369\" data-end=\"3379\">ESOMAR<\/strong> et de la charte d\u00e9ontologique ACTINCO.<\/p>\n<p data-start=\"3420\" data-end=\"3588\">Les r\u00e9sultats d\u00e9taill\u00e9s sont partag\u00e9s uniquement avec les participants, tandis que cette synth\u00e8se des enseignements est pr\u00e9sent\u00e9e lors d\u2019\u00e9v\u00e9nements et conf\u00e9rences ACTINCO.<\/p>\n<hr data-start=\"3590\" data-end=\"3593\" \/>\n<h1 data-start=\"3595\" data-end=\"3634\">Principaux enseignements du barom\u00e8tre<\/h1>\n<p data-start=\"3636\" data-end=\"3748\">L\u2019analyse met en \u00e9vidence plusieurs tendances importantes dans le pilotage du retail media par les marques FMCG.<\/p>\n<p data-start=\"3750\" data-end=\"3829\">Les investissements retail media repr\u00e9sentent en moyenne <strong data-start=\"3807\" data-end=\"3828\">1,9 % du sell-out<\/strong>.<\/p>\n<p data-start=\"3831\" data-end=\"3945\">Pour la marque \u00e0 plus fort budget ERM du portefeuille des particiapnts le budget ERM p\u00e8se <strong data-start=\"3913\" data-end=\"3944\">3,3 % du sell out<\/strong>.<\/p>\n<p data-start=\"3947\" data-end=\"4047\">Les entreprises interrog\u00e9es ont activ\u00e9 <strong data-start=\"3986\" data-end=\"4015\">72 campagnes retail media<\/strong> au cours de la p\u00e9riode \u00e9tudi\u00e9e.<\/p>\n<p data-start=\"4049\" data-end=\"4213\">L\u2019\u00e9tude montre \u00e9galement que les budgets retail media pour <strong data-start=\"4108\" data-end=\"4153\">2026 devraient rester globalement stables<\/strong>, m\u00eame si les arbitrages entre leviers continuent d\u2019\u00e9voluer.<\/p>\n<hr data-start=\"4215\" data-end=\"4218\" \/>\n<h1 data-start=\"4220\" data-end=\"4249\">Freins et enjeux identifi\u00e9s<\/h1>\n<p data-start=\"4251\" data-end=\"4359\">Malgr\u00e9 la croissance rapide du retail media, plusieurs difficult\u00e9s sont encore rencontr\u00e9es par les \u00e9quipes :<\/p>\n<ul data-start=\"4361\" data-end=\"4576\">\n<li data-start=\"4361\" data-end=\"4401\">\n<p data-start=\"4363\" data-end=\"4401\">difficult\u00e9 de pilotage des campagnes<\/p>\n<\/li>\n<li data-start=\"4402\" data-end=\"4454\">\n<p data-start=\"4404\" data-end=\"4454\">manque de transparence sur certaines plateformes<\/p>\n<\/li>\n<li data-start=\"4455\" data-end=\"4495\">\n<p data-start=\"4457\" data-end=\"4495\">probl\u00e8mes d\u2019ex\u00e9cution op\u00e9rationnelle<\/p>\n<\/li>\n<li data-start=\"4496\" data-end=\"4576\">\n<p data-start=\"4498\" data-end=\"4576\">complexit\u00e9 de coordination entre \u00e9quipes e-commerce, marketing et commerciales<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4578\" data-end=\"4690\">Ces enjeux expliquent l\u2019importance pour les marques de structurer leur organisation et leurs m\u00e9thodes d\u2019analyse.<\/p>\n<hr data-start=\"4692\" data-end=\"4695\" \/>\n<h1 data-start=\"4697\" data-end=\"4725\">Bonnes pratiques observ\u00e9es<\/h1>\n<p data-start=\"4727\" data-end=\"4825\">L\u2019\u00e9tude met \u00e9galement en \u00e9vidence plusieurs bonnes pratiques parmi les marques les plus avanc\u00e9es :<\/p>\n<ul data-start=\"4827\" data-end=\"5042\">\n<li data-start=\"4827\" data-end=\"4869\">\n<p data-start=\"4829\" data-end=\"4869\">pilotage structur\u00e9 du mix retail media<\/p>\n<\/li>\n<li data-start=\"4870\" data-end=\"4906\">\n<p data-start=\"4872\" data-end=\"4906\">mise en place de tests r\u00e9guliers<\/p>\n<\/li>\n<li data-start=\"4907\" data-end=\"4971\">\n<p data-start=\"4909\" data-end=\"4971\">meilleure coordination entre \u00e9quipes e-commerce et marketing<\/p>\n<\/li>\n<li data-start=\"4972\" data-end=\"5042\">\n<p data-start=\"4974\" data-end=\"5042\">utilisation de benchmarks pour guider les d\u00e9cisions d\u2019investissement<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"5044\" data-end=\"5170\">Ces approches permettent d\u2019am\u00e9liorer la performance des campagnes et de mieux mesurer l\u2019impact du retail media sur les ventes.<\/p>\n<hr data-start=\"5172\" data-end=\"5175\" \/>\n<h1 data-start=\"5177\" data-end=\"5221\">Le r\u00f4le des communaut\u00e9s Mastermind ACTINCO<\/h1>\n<p data-start=\"5223\" data-end=\"5445\">Les r\u00e9sultats de ce barom\u00e8tre s\u2019inscrivent dans les travaux men\u00e9s au sein des <strong data-start=\"5301\" data-end=\"5324\">Masterminds ACTINCO<\/strong>, qui permettent aux entreprises participantes de partager leurs pratiques et d\u2019\u00e9changer sur leurs strat\u00e9gies e-commerce.<\/p>\n<p data-start=\"5447\" data-end=\"5639\">Ces groupes r\u00e9unissent des responsables e-commerce, retail media et category management afin d\u2019identifier collectivement les leviers d\u2019am\u00e9lioration de la performance digitale des marques FMCG.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Barom\u00e8tre Retail Media FMCG : investissements et pratiques des marques ACTINCO publie un barom\u00e8tre 2025 consacr\u00e9 aux investissements retail media [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":88798,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[232,1,113,108],"tags":[118,119,162,166,171,195,230,231,233,234,235,246,250,251,252],"class_list":["post-88795","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-e-retail-media","category-actinco","category-data-valorisation","category-e-commerce","tag-e-retail","tag-drive","tag-digital","tag-e-commerce","tag-data","tag-ecommerce","tag-media","tag-erm","tag-retail-media","tag-e-retail-media","tag-retail-media-fmcg","tag-e-commerce-fmcg","tag-benchmark-retail-media-investissements-retail-media","tag-campagnes-erm","tag-drive-e-commerce","post_format-post-format-image"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>benchmarks ERM Barom\u00e8tre Retail 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Investissements e-retail media : benchmark des campagnes ERM, organisation des \u00e9quipes et pratiques des marques de grande consommation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/actin-co.com\/barometre-retail-media-fmcg-investissements-erm\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"benchmarks ERM Barom\u00e8tre Retail Media FMCG 2025\" \/>\n<meta property=\"og:description\" content=\"Barom\u00e8tre ACTINCO Retail Media FMCG. 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