AEON BIG appoints Retail Media Network to expand in-store advertising presence

AEON BIG has appointed Retail Media Network (RMN) Malaysia as its exclusive in-store advertising partner, in a move that will see a suite of physical and digital media formats deployed across all 22 of its hypermarkets nationwide.

Through this collaboration, RMN will take on sole rights to manage a range of in-store advertising formats, such as shelf banners, header boards, home shelf media, and shelf strips, alongside digital screen placements in high-traffic locations. The rollout is part of AEON BIG’s broader ambition to refresh its in-store experience while opening up new value for brands and customers.

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“The in-store environment represents untapped media real estate with immense potential for brand storytelling,” said Nazwan Effendy Choong, head of marketing at AEON BIG. “With this collaboration, AEON BIG is taking a future-forward stance to unlock new value for shoppers and brand partners alike.”

For RMN, the AEON BIG partnership marks its second major win in the retail media space, following its earlier tie-up with MYDIN. With both retailers now on board, RMN has significantly extended its national footprint, offering advertisers access to over 50 hypermarket outlets across Malaysia.

“This alliance goes beyond media inventory. It signals a strategic pivot towards retail intelligence, where shopper attention is both captured and converted in real time,” said Kavita Krishnan, CEO of RMN. She added that in-store advertising, once seen as static and peripheral, is increasingly being recognised as a strategic channel that sits closer to the point of purchase.

The partnership comes at a time when in-store media is gaining traction among marketers looking to bridge the gap between branding and conversion. With its mix of high-footfall locations and context-rich placements, AEON BIG’s in-store network offers brands an opportunity to reach consumers with targeted messages during key decision-making moments.

AEON BIG is a hypermarket brand under the larger AEON Group, following the group's acquisition of Carrefour Malaysia in 2012. The move marked a significant step in the Japanese company’s expansion into Southeast Asia.

AEON BIG was once widely recognised for its “Orange Day” loyalty campaign, which offered regular discounts and promotions to attract customers. More recently in June, the brand held a two-day “Big Warehouse Sale” at its Shah Alam facility, reminiscent of Black Friday events commonly seen in the US.

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