Rossmann has fitted its first stores in Spain with a digital signage system from Bütema, thereby implementing a solution that the drugstore operator is already using in Germany. In Spain, the project currently comprises shop window displays at three locations: two stores in Barcelona and a new store in Madrid, which Rossmann opened in July 2026.
In Barcelona, Rossmann is using a freestanding display unit with a 55-inch LCD screen and a wall-mounted screen of the same size. Both systems are positioned in the shop windows of the pilot stores and broadcast content to the outside to attract the attention of people passing by. In Madrid, too, Rossmann is using a freestanding display unit with a 55-inch LCD screen in the shop window.
Bütema has connected the displays at Rossmann in Spain to its digital signage software. Via the technology provider’s platform , Rossmann can manage content across all locations and display it in real time at all touchpoints. The drugstore operator can plan campaigns flexibly, adapt them at short notice and manage them efficiently across multiple stores.
Rossmann manages content in real time
In Germany, Bütema had previously set up a digital signage network for Rossmann, which was rolled out to further locations following a proof of concept in seven stores. This involved the use of traditional LCD screens, LED posters and double-sided shop window displays, and later also digital pillars in the checkout area and a large-format LCD video wall. The double-sided displays show content both to the outside and the inside, enabling Rossmann to utilise additional communication space without requiring any extra floor space.
“We have a long-standing and trusting partnership with Rossmann,” explains Lutz Hollmann-Raabe, CEO of Bütema, regarding the latest collaboration with Rossmann in Spain. “We are therefore all the more delighted to now be extending this partnership to further international locations. Particularly when it comes to international roll-outs, it is crucial for retail companies to implement digital concepts across national borders on a unified platform.”
