AI-powered digitalisation specialist Vusion has acquired In-Store Media (ISM), an established in-store retail media company, headquartered in Barcelona with a track record in designing, deploying and monetising retail media networks across physical stores.

The proposed acquisition marks a major step in French firm Vusion’s strategy to turn stores into digital media assets and live shopper engagement hubs.

Over the past five years, retail media has become an important profit growth driver for retailers, primarily through online channels. Yet the vast majority of shopper traffic and purchasing decisions still take place in physical stores, where retailers and brands have a powerful opportunity to engage with consumers at the moment of truth. As retailers look for new revenue streams, stronger brand partnerships and more engaging shopper experiences, in-store is expected to become one of the fastest-growing areas of retail media.

ISM brings expertise in designing effective in-store retail media networks, proven execution, long-standing relationships with 90 retail banners and more than 1600 brands, and an international track record. In 2025, the company generated revenue of approximately €120m with a robust profitability. It has developed over time a wide and flexible portfolio of more than 50 media offerings, both print and digital, to cover advertisers needs.

Vusion expects the acquisition to enhance its position in connected commerce and promote retail media as a core pillar of its connected store vision. The acquisition could extend this vision into a high-growth commercial engine by adding the advertising expertise, relationships with brands as well as retailers, and operating capabilities needed to monetise the store at scale, and could close the loop between in-store exposure, shopper engagement and purchase outcomes.

Together, Vusion and ISM aim to build a platform for digital in-store retail media, connecting retailers, brands and shoppers through measurable and real-time in-store activation.

“The next big digital media is the physical store,” said Thierry Gadou, CEO of Vusion (www.vusion.com). “Retail media has already transformed the economics of online commerce. The next frontier is in stores, where most shopper traffic remains and decisions of purchase are made. By combining Vusion’s connected store platform with In-Store Media’s track record, execution capabilities, and relationships with retailers and brands, we are helping retailers turn store traffic into measurable media value, new revenue streams and more engaging shopper experiences in stores.”

Fernando de Vicente, CEO of In-Store Media, added: “In-Store Media has developed itself by helping retailers and brands activate the full potential of physical stores. Joining Vusion would allow us to accelerate this mission with the technology, scale and global footprint required to digitise in-store retail media at a new level. Together, our companies will support retailers in generating additional value from their foot traffic while creating better, more relevant experiences for shoppers.”

The completion of the transaction remains subject to regulatory approvals and other customary closing conditions and is expected to be financed with debt.

Spanish multinational ISM (in-storemedia.com) was founded in 1998 and is present in nine countries across Europe, Latin America and Asia. It works with more than 90 retailers and maintains partnerships with over 1600 brands. It covers hypermarkets, supermarkets, shopping centres, department stores and specialty stores in Spain, France, Portugal, Italy, Poland, Mexico, Argentina, Chile and the Philippines.