With SparkSense, Henkel and Mediascope transform permanent retail placements into sources of real audience data and measurable insights

Henkel, in partnership with Mediascope, implemented SparkSense technology within the Retail Data Analysis project, designed to bring to retail a more precise approach regarding the visibility, exposure, and performance of digital content integrated into permanent placements.

The pilot project included permanent placements in multiple stores across the country and aimed both to measure the impact of digital content on in-store audiences and to generate relevant data regarding consumer behavior in the physical retail environment.

The implementation started in October last year and involved the use of Mediascope x Videri Digital Canvas technology and the SparkSense tracking and reporting application, within an ecosystem designed to transform the presence of Henkel brands in retail into a communication instrument supported by concrete data.

SparkSense technology makes audience activity measurement and retail data collection possible, covering large areas through advanced camera-free technology. The solution provides precise information regarding the number of people passing by a placement, the time spent in its proximity, and the way they interact with the displayed content.

At hardware level, the solution integrates Mediascope x Videri Digital Canvases, smart sensors, and connections to a dedicated media library and a payments application, all of which can also be managed through an AI module based on preset rules. The software component brings together SparkSense APK, Videri CMS, and dedicated integrations for generating brand engagement, offering brands centralized control over content and access to valuable data for optimizing ongoing campaigns.

The first results confirm the value of such an approach in physical retail. At the level of the nationwide permanent placement network, the collected data provided a clear picture of how digital content performs depending on location, time interval, traffic behavior, and dwell time.

At the same time, heatmap-type analysis provides a clear picture of how exposure and traffic evolve depending on days and hourly intervals, generating relevant insights for activation optimization. The data outlines recurring periods of high visibility and highlights differences between weekday and weekend traffic behavior, when impression volumes generally tend to be higher.

“We worked on this pilot project with great enthusiasm, guided by a genuine passion for data and insights. With the help of SparkSense technology, we collected and interpreted real-time data directly from consumer behavior inside the store. The innovation we bring is simple, yet has real impact: we transform traffic and proximity data into concrete strategic directions. We strongly believe that the future of efficient communication starts with data, and we thank the Henkel Romania trade marketing team for the trust placed in this technology,” stated Elena Mahfoufi, Senior Account Executive, Mediascope.

“We used digital canvases within selected brand executions at the point of sale and in ongoing brand communication initiatives. Beyond the creative flexibility of the format, the solution allowed us to update and optimize content quickly and efficiently, adapting messages almost in real time, depending on brand needs and execution priorities. At the same time, it generated valuable insights that can support future implementations,” stated Teodora Doboș, Head of Commercial Excellence & Digital, Henkel Consumer Brands.

“Our objective was to create an intuitive technology for the client, while also delivering strong strategic value to marketing teams. We designed SparkSense as a cloud-based ecosystem because today’s retail requires speed, clarity, and adaptability. The in-store touchpoint is no longer just the place where brands are visually present, but the space where experience and intelligence meet. For us, innovation means building integrated ecosystems that help clients understand, optimize, and elevate retail performance to a higher level, in real time,” stated Eduardo Montagut, Vice President, Strategic Accounts EMEA, Videri Inc..

The implementation of SparkSense technology highlighted several strong points with direct relevance for retail brand communication. Permanent placements ensure constant exposure, while data is measured automatically, with precise reporting and the ability to support decisions based on behavior observed directly in-store. In addition, the positioning of digital canvases contributes to increased visibility, while certain time intervals are confirmed as optimal windows for delivering key messages. At the same time, the analysis validates the higher potential of video content in maximizing visual impact compared to static materials.

Beyond the performance already measured, the project also opens a series of strategic opportunities for future campaigns. The data allows content optimization during high-traffic periods, message adaptation depending on day, season, and audience behavior, as well as the expansion of the permanent placement model into similar locations. In addition, exposure data can be correlated with marketing or promotional objectives, providing brands with a stronger foundation for evaluating retail effectiveness.

Through the implementation of SparkSense, Henkel and Mediascope demonstrate how technology can transform brand presence in retail into a smarter communication instrument, better aligned with the reality of the store environment and supported by real data. The project marks the transition from the logic of static exposure to a model in which visibility, proximity, traffic, and interaction can be continuously understood and optimized.

About Henkel

Founded in 1876, Henkel today has a diverse team of more than 50,000 people worldwide, united by a strong organizational culture, clearly defined values, and a common purpose: “Pioneers at heart for the good of generations.” Sustainability has a long-standing tradition in Henkel’s history, and the company has a clear sustainability strategy with specific long-term objectives.

Through its brands, innovations, and technologies, Henkel holds leading market positions worldwide. The Henkel Consumer Brands division occupies top positions in the hair care, detergents, and home care product categories across numerous markets and multiple categories globally. Among the company’s strongest international brands are Persil, Syoss, and Schwarzkopf.

About Mediascope

Mediascope redefines the way international brands build their retail presence across Central and Eastern Europe and globally, through projects that bring together innovation, data, and integrated communication experiences.

With a 360° brand management core, the agency’s specialists manage end-to-end projects, from strategy and creative development to in-house production and local and international implementation, delivering solutions built for measurable impact, operational efficiency, and sustainability.