Collaboration with Expresso boosts market penetration for emerging venture, Cyreen
In the world of retail, technology is continually reshaping the landscape. The latest innovation comes from the integration of Cyreen's Context-Aware Personalization (C.A.P.) technology into Expresso's Smart-Shopper platform. This groundbreaking development promises to revolutionize brick-and-mortar retail advertising, offering a precise, GDPR-compliant tracking system for customer ad exposure and purchase behaviour.
Fifty years ago, GS1 Germany began its success story with the first barcode scan in a supermarket. Today, the machine-readable GS1 barcode is the universal standard in global product exchange, scanned ten billion times daily. This same standard is now being utilised to link advertising contacts, triggered by RFID chips on shopping carts, to actual purchase decisions at the checkout.
The aim of this integration is to identify products in the shopping cart in real-time using the Smart-Shopper and then address shoppers with hyper-personalized advertising based on their purchasing interests. This approach supports real-time, data-driven advertising optimizations on Expresso’s Smart-Shopper platform, improving ad relevance and shopper engagement in physical retail environments.
First-party data collection via RFID chips on shopping carts detect when customers pass by digital signage ads, triggering ad display and recording ad contact events anonymously. This data is then linked to purchases made, which are identified at the checkout using GTIN codes, enabling exact measurement of conversion rates and incremental sales caused by in-store advertising.
Empirical studies show that this technology increases the purchase probability of advertised products by approximately 8.1% and generates additional incremental sales beyond just shifting purchase timing. This validates hyper-personalized in-store advertising as an effective marketing channel.
Butterfly & Elephant, a venture capital company, supports startups to unlock their full potential by utilising or promoting GS1 standards. GS1 Germany's investment company also supports startups that connect retail standards and innovation. Cyreen's partnership with Expresso expands its application areas and growth opportunities.
In summary, the combination of Cyreen's C.A.P. RFID-enabled, privacy-compliant tracking with Expresso’s Smart-Shopper platform infrastructure brings scientifically validated, real-time, and privacy-respecting personalized marketing capabilities to brick-and-mortar retail. This makes in-store advertising measurably more effective and tailored to individual shopper contexts. The logic is analogous to the possibilities from the online world, where suitable purchasing impulses are sent based on the product in the shopping cart.
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