butterfly & elephant invests in Cyreen, a startup that provides technology to measure the impact of in-store marketing campaigns on customer purchasing behavior, aiming to enhance retail media strategies in Germany.

Investment in Retail Media for Brick-and-Mortar Retailers

butterfly & elephant, an investment company affiliated with GS1 Germany, has announced its support for the Frankfurt-based startup Cyreen. This innovative company has developed proprietary technology that allows businesses to measure the impact of in-store campaigns on customer purchasing behavior.

While online campaigns have long been planned and evaluated based on data, brick-and-mortar retailers often lack the precise metrics needed to assess the effectiveness of in-store marketing efforts. Cyreen aims to bridge this gap with its C.A.P technology, which stands for Connecting Ad-Impressions with Purchase. This technology links digital ad impressions displayed on screens within stores directly to actual purchases at the point of sale, providing retailers and brands with measurable insights on how in-store campaigns influence buying behavior and how foot traffic can be transformed into a significant marketing asset.

Industry Overview in Germany

The retail industry in Germany has been experiencing a digital transformation, necessitating new solutions that integrate technology into traditional shopping experiences. Physical stores, despite being challenged by the rise of e-commerce, continue to be vital for reta