Douglas Marketing Solutions is migrating 210 in-store screens across 155 beauty stores in Europe to the Broadsign platform as part of a broader omnichannel retail media strategy.
Retail Media: Douglas Migrates European Network to Broadsign
The deployment includes 150 screens in the DACH region and 60 in the BENE region. Douglas Marketing Solutions says the move is intended to more closely connect in-store media with its wider omnichannel advertising ecosystem, which spans e-commerce, CRM, online media, and physical retail environments.
The beauty retailer’s media division launched in 2019 and now operates across nearly 2,000 stores in nine European markets, as well as an e-commerce platform and a loyalty program with more than 60 million Beauty Card members.
Broadsign is being used to manage campaign planning, targeting, content delivery, and reporting across the network. Douglas Marketing Solutions noted that the system provides a unified view of inventory and automated workflows that simplify campaign deployment across multiple countries and store formats.
Douglas also said the system allows content to be updated or localized quickly based on promotions, product availability, regional priorities, or shopper demographics. Targeting can be adjusted by store tier, screen position, category adjacency, time of day, and featured products.
Reporting data is handled via Broadsign APIs that connect to Douglas Marketing Solutions’ own reporting ecosystem, providing proof-of-play and campaign delivery metrics for advertisers.
Charina Lumley, managing director of Douglas Marketing Solutions, said the company selected Broadsign for its scalability, flexibility and ability to support a long-term omnichannel retail media strategy.
The deployment joins the broader evolution of retail media networks, in which in-store screens are increasingly managed as measurable advertising assets integrated into broader digital campaigns rather than as standalone signage systems.