What: Breuninger is expanding its retail media offering in the premium and luxury segment, leveraging exclusive first-party data and omnichannel strategies to drive targeted marketing and campaign performance.

Why it is important: This development reflects the retail industry’s shift toward data-driven, omnichannel marketing, as seen in recent sector-wide transformations.

Breuninger is intensifying its focus on retail media within the premium and luxury sector by expanding its portfolio across the entire marketing funnel, from branding to performance-driven solutions. Central to this evolution is the use of exclusive first-party data, collected through purchases, website visits, and loyalty programs, which enables precise and privacy-compliant targeting of high-value audiences. With over 2.6 million active customers and a robust online presence, Breuninger has become one of the most significant first-party data sources in the German-speaking luxury market. The company’s retail media strategy encompasses digital advertising, personalized newsletters, and in-store activations, including collaborations with brands like Polo Ralph Lauren and cross-industry partners. The introduction of a self-service platform in 2024 has empowered more than 180 brand partners to independently manage sponsored product ads, while a technological upgrade in 2025, in partnership with Topsort, further enhances campaign performance and data integration. The launch of Audience Ads, based on anonymized data from Breuninger’s Customer Data Platform, marks another step in delivering targeted, omnichannel marketing solutions.

IADS Notes: Breuninger’s retail media expansion is emblematic of broader industry trends observed throughout 2024 and 2025. The strategic use of first-party data and omnichannel integration mirrors the evolution seen in luxury groups like Capri Holdings (Inside Retail, March 2025). The rise of retail media as a core business model is highlighted by sector analyses (MBS, July 2025), while major retailers’ investments in media networks and data-driven marketing are documented in Retail Week (October 2024). Quick commerce platforms are accelerating this shift with real-time targeting capabilities (Journal du Net, September 2025). Breuninger’s digital transformation, completed in October 2024 (CIO), has positioned it at the forefront of these developments, blending technology, data, and experiential retail to drive growth and brand engagement.

Breuninger has launched new retail media formats and a self-service platform