Deepening Business Ties: Cyreen's Expanded Market Reach thanks to Expresso Collaboration

Expresso and Cyreen Partner to Revolutionize Brick-and-Mortar Retail Shopping

Deepening Business Ties: Cyreen's Expanded Market Reach thanks to Expresso Collaboration

In an exciting development for the retail industry, Expresso, a specialist in shopping cart technology, has partnered with Cyreen, a startup that specializes in real-time product identification and hyper-personalized advertising. This collaboration aims to improve advertising effectiveness in physical retail stores.

Cyreen's C.A.P. technology, which uses RFID technology to capture real-time advertising contacts and link them to actual purchase decisions, will be integrated into Expresso's Smart-Shopper platform. This partnership enables Cyreen to embed its technology within Expresso's Smart-Shopper solution, providing shoppers with hyper-personalized advertising in their shopping carts.

The Smart-Shopper platform offers additional potential for retailers, including digital services like shopping assistance, targeted promotions, and a direct connection to the customer account. The integration of C.A.P. technology into Expresso's Smart-Shopper platform also aims to simplify the payment process and provide real-time transparency over shopping.

Butterfly & Elephant, an investment company supported by GS1 Germany, has been instrumental in connecting retail standards with innovation. This venture capital company, founded in 2024, supports startups to unlock their full potential by utilizing or promoting GS1 standards. The C.A.P. technology uses GTIN (formerly EAN) to identify purchases at the checkout, making it compatible with the GS1 barcode, the universal standard in global product exchange, scanned ten billion times daily.

GS1 standards are the global language for efficient and secure business processes, valid across company borders and continents. The first scanning of a barcode on a pack of gum in a supermarket, which marked the beginning of automated checkout, took place 50 years ago in Germany. Today, GS1 Germany's strong community spanning various industries comprises over 97,000 companies in Germany and two million worldwide.

With this partnership, Cyreen opens up further application areas and growth opportunities. For the first time, retail media campaigns can be evaluated precisely based on first-party data from stationary retail without invasive data collection. The hyper-personalized advertising is based on shopping interests and can include complementary or alternative products. This development is set to transform the retail shopping experience, making it more personalized and efficient for both retailers and consumers.