The purchasing and cooperation platform Retail Trade Group (RTG) is launching a cross-retailer in-store retail media network ‚RTG Media‘ with the technology company Cyreen in Germany. By April 2026, more than 800 interactive screens will be installed as part of the network in all Globus locations throughout Germany as well as in selected stores of Bartels-Langness, Bünting, Georg Jos. Kaes and Salling Group’s discounter Netto. Ciril Hofmann, Managing Director of Cyreen, explains to The Retail Optimiser, that RTG members Rossmann, Tegut and Klaas & Kock are not yet part of the in-store retail media network at this stage of the project.
The RTG shopping association is thus bundling shopper reach and valuable first-party data for its members. Cyreen provides the technology to monetise this data. The start-up’s solution records customer movements in real time using intelligent screens in combination with RFID tags on shopping trolleys or baskets and registers which adverts shoppers see in the store. Cyreen links the contact points with anonymised receipts in compliance with the GDPR.
Cyreen transfers the logic of digital cookies to brick-and-mortar retail – measurable in terms of real sales. To use the solution, retailers are equipping their stores with screens and their shopping trolleys and baskets with RFID tags from Cyreen. The first campaigns are scheduled to start in 2026 and generate over 500 million impressions per year.
Interactive screens display adverts with sound
The company, which specialises in data-based in-store advertising measurement, claims that this is the first time that the effect of advertising on actual purchasing decisions can be reliably proven. Consumer goods manufacturers can thus directly track the effectiveness of their campaigns – from advertising impact to measurable sales success.
The screens belonging to the in-store retail media network work with sound and attract additional attention in stores. They react to movement and only show adverts when customers are in the vicinity. An interactive dashboard provides the project partners with real-time data so that campaigns can be managed in an impact-optimised way.
Cyreen is also being tested with Colruyt’s AI-based smart carts
The in-store retail media network covers stores of the participating retail companies throughout Germany. Dirk Jung from RTG says: “Retail Media is growing rapidly. With RTG Media, we bring together relevant advertising, reach and real purchasing data – for the benefit of our customers, retail companies and consumer goods manufacturers.”
As reported by The Retail Optimiser, Colruyt uses Cyreen’s technology to connect shopping carts to digital advertising screens in the store via RFID. The system recognises in real time which products customers place in the trolley and can directly display tailored, hyper-personalised advertising impulses.
