Retail is undergoing a seismic shift, where data is no longer just a support tool—it's the driving force behind growth, efficiency, and customer satisfaction. Yet, despite massive investments in digital transformation, most of that data remains locked in silos, costing the global economy trillions and stalling decision-making. As the retail media market races toward $140 billion by 2026, the opportunity—and necessity—for smarter data collaboration has never been greater. In this article, we explore how the future of retail will be shaped by connected ecosystems, where retailers and their partners align on data, technology, and trust. From secure clean room environments to AI-powered insights, the key to unlocking shared growth lies in breaking down barriers and building a foundation of interoperability and governance. The message is clear: when data flows freely and securely, everyone wins.

Matthieu Grymonprez is an alumnus of the prestigious Ecole Polytechnique, currently CDO & CIO of Adeo. With a strong background in engineering and technology, he led significant projects in software development, cybersecurity, and IT infrastructure. His strategic vision and innovative solutions have enhanced the technological capabilities and operational efficiencies of his organizations, driving impactful advancements and digital strategies at Adeo.

Enrique Martinez joined the group in 1998 and has been CEO since 2017. He has expanded the company's operations to 13 countries, employing nearly 25,000 people and managing over 1,000 stores. Fnac Darty is a leading European retailer in home appliances and consumer electronics, and the second largest e-commerce player in France. Under his leadership, Fnac Darty has excelled in omnichannel retailing, merging digital and physical sales platforms.

This article explores how malls can meet consumer demands by implementing holistic data and AI strategies to remain competitive...