„This cooperation is a catapult of innovation“

‘We see this new cooperation as a catapult for the innovative expansion of the possibilities and capabilities of our SmartShopper^®,’ says Dr Alexander Bünz. As the CEO of EXPRESSO continues, the combination of CYREEN technology with the sensor, display and scanning system of the digital shopping cart creates ‘completely new perspectives for the development of pioneering retail media applications that offer retailers significant added value by making sales processes in stores more transparent, attractive and profitable.’

The C.A.P. solution from CYREEN is one of the pioneers of a new generation of data-driven retail media technologies that record, measure and evaluate consumer behaviour in the retail sector. Shoppers are provided with visual and audio information via monitors or other media that can be assigned to the receipts. This is all done in compliance with GDPR. ‘This creates a database that provides advertisers and market operators with precise and efficient analyses for product campaigns and content strategies – similar to measurement within e-commerce sites – as well as very precise insights into target group activities,’ explains Davide Scheidegger, Co-CEO of CYREEN.

EXPRESSO currently offers its SmartShopper^® in variants for food retailers, beverage and drugstore chains, DIY and cash+carry stores and other retail markets. These are complete mobile solutions with a hand scanner, display and load cells that check the goods selected by the customer to the exact gram. Network-compatible analysis software collates all the data. From the customer’s point of view, the SmartShopper^® simplifies shopping, prevents incorrect purchases and reduces waiting times at the checkout. This gives the store operator full transparency about trolley contents and demand trends. It also offers numerous opportunities to provide direct information about special offers and to optimise sales, checkout and inventory processes. Here, too, all processes are GDPR-compliant, as no personal data is requested from the customer.

The new cooperation with CYREEN now offers EXPRESSO the opportunity to enhance the SmartShopper^® with additional retail media capabilities through the integration of C.A.P. technology. This makes the digital shopping cart even more attractive for the store operator or branch manager, as it serves as a future-proof, multifunctional and multimedia control instrument for sales management. Davide Scheidegger explains: ‘They can integrate modern media, receive reliable information about their customers’ purchasing behaviour and, based on this, increase the efficiency of their own brand or product campaigns and those booked by advertisers, thereby significantly boosting the profitability of their store.’

Together with the big data experts from CYREEN, the specialists from EXPRESSO’s Smart Retail business unit have already started to develop specific retail media applications for the SmartShopper^® digital ecosystem. ‘We will probably be able to present the first results at the EuroCIS trade fair in February 2025,’ reports Dr Alexander Bünz.