Prime Highlights:
- Over 200 beauty stores in Germany will feature advanced digital displays, giving brands real-time insights into customer traffic and engagement.
- The rollout allows retailers to measure in-store advertising performance like never before, bringing transparency and actionable data to physical stores.
Key Facts:
- The technology will be installed across more than 200 stores, joining an existing network that already tracks around 20 million visitors each month.
- All data collection is GDPR-compliant and follows privacy-by-design principles, ensuring no personal information is recorded.
Background:
Germany’s beauty retail sector is gearing up for a major digital transformation as the beauty alliance, a network of independent beauty stores, expands what is being called the country’s largest AI-driven retail media network. The initiative will equip more than 200 beauty store locations with high-impact digital window displays and advanced audience analytics technology.
In collaboration with MEKmedia and Advertima, the beauty alliance has begun the next phase of rollout, adding over 100 new stores to the existing network. More than 100 locations have already been outfitted with Advertima’s Audience AI sensors, which anonymously record and analyse around 20 million individuals each month. With further installations planned through 2026, this number is expected to rise significantly.
The technology gives stores real-time information about visitors, including how many people see the displays, who they are, and how well the promotions are performing. This helps brands understand customer traffic in ways that were not possible with traditional in-store advertising.
All data is collected following strict European privacy rules. No personal information is recorded, and everything is done in full compliance with GDPR to ensure privacy is protected.
Christian Lorenz, managing director of Beauty Alliance Germany, said the project sets “a new standard for retail media in the beauty segment,” highlighting the combination of targeted communication and strong data protection. MEKmedia managing director Martin C. Körner added that the blend of digital displays and AI-based measurement “brings transparency to an advertising channel that was previously barely measurable.”
Advertima Vision CEO Iman Nahvi noted that the rollout brings key advantages of online marketing, such as real-time targeting and performance tracking, directly into store environments, marking a major step forward for beauty retail innovation.
