Is Germany the Strategic Future Hub for Digital Signage and IXM?
June 23, 2025
As Europe’s largest economy and a global retail powerhouse, Germany is now redefining what digital signage means - not as a display tool, but as a strategic enabler of in-store experiences for retailers. This shift is placing Germany at the centre of Visual Art’s global IXM ambitions.
More than digital signage, IXM represents a strategic shift—from managing screens to managing entire customer experiences in-store.
We spoke to Maike Frölich, Country Manager for Visual Art Germany, to understand why the market is becoming a critical engine for scalable, strategic growth in digital in-store communication.
From Screens to Strategy
“Everyone already has a screen. That’s not the issue anymore,” says Maike. “What matters now is how you use it. How does the content connect to the actual business objectives of the brand? That’s where we make a real difference.”
Germany, known for its precision and long-term focus, is embracing digital signage not as a technology project, but as a strategic channel that must deliver against marketing and business KPIs. It’s no longer just about the hardware. It’s about purpose, relevance, and measurable outcomes.
The Content Imperative
While software often dominates industry conversations, Germany is proving that content is the true differentiator. Maike explains: “Our clients choose us because of our strategic approach to content. Software can be swapped—but the value comes from understanding purpose and context.”
This approach reinforces Visual Art’s philosophy: strategy before screen, content before function. The result? A scalable IXM platform powered by creativity, relationships, and consistent global delivery.
Scaling Relationships into Global Impact
From Germany, Visual Art supports clients like LEGO, McDonald’s, Unibail-Rodamco-Westfield, and Circle K across multiple regions. “We produce content that works in many countries at once. It’s both cost-effective and strategic. We find synergies between markets and connect people, content, and systems,” says Maike.
Case in point: LEGO. What started as a local pilot quickly became a global rollout, driven by trust, consistency, and a unified platform. Germany is proving that local success can scale globally when built on strategy and trust.
Germany as a Global Launchpad
Germany plays a pivotal role in Visual Art’s ambition to lead the global IXM category. “We are not just a local office,” says Maike. “We’re shaping the future of digital signage through strategic content, smart software, and partnerships.”
This evolution is transforming the nature of digital signage projects. “It used to be something you added at the end. Now digital signage is built into store planning from day one. That changes everything and it makes our early strategic input invaluable.”
A Consolidating Market. A Strategic Opportunity
The German market is consolidating, and more brands are coordinating their signage strategy globally, much like other enterprise platforms. This opens a significant opportunity for Visual Art: to become the partner of choice for global digital signage and IXM orchestration, underpinned by scalable technology and creative execution.
“We show that we’re a tech company without being techy,” Maike concludes. “We can mix technology, content, retail understanding, and relationships that set us apart.”
The Future of Digital Signage Starts Here
Germany is not just embracing IXM, it’s shaping its future. With an ecosystem that integrates digital signage strategy, creativity, and scale, Visual Art Germany is proving how digital in-store communication can move from project to platform and from local pilot to global standard.
For global brands serious about in-store experience, the message is clear: the future of digital signage starts in Germany.
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