In-store retail media on smart glasses

Reality is the inventory.

A personal AI shopping assistant in every store, and new ad revenue at the shelf, measured down to the receipt.

Audio first on today's AI glasses and headphones, display next.
Partner with us Watch the demo demos.stellanordis.com
€20.8bn
European retail media, 2026 · IAB Europe
7m+
AI glasses sold by Meta in 2025 · EssilorLuxottica
42m
display smartglasses by 2030 · worldwide
3-in-1
navigation, ads and loyalty in one assistant
What we do

A shopping assistant that helps first and sells second.

Voice guidance on earphones and smart glasses shoppers already own, display glasses next. The assistant guides the whole trip and plays one useful brand ad per zone.

Store employee helping a shopper
1
Say the list
“Oat milk, tomatoes, yoghurt.”
2
Find every item
Guided zone by zone through the store.
3
One ad at the shelf
Matching the list, at the moment of choice.
4
Coupon to wallet
Saved by voice or a tap.
5
Proven at checkout
Receipt match closes the loop.
The platform

The XR ad server decides, delivers and proves.

It sits between retailer, brand and device and is connected into all three. Every contact at the shelf is verified and attributed to the receipt.

Shopper at the shelf Glasses or earphones bid request zone consent ✓ XR ad server decides in < 100 ms WINNER Direct deal Brand books the moment Programmatic DSPs bidding via OpenRTB One ad at the shelf In ear or in view, at the moment of choice Coupon to wallet Saved by voice or a tap Proven at checkout Receipt match closes the loop
XR ad server
Digital twin + decision engine
Knows every store. Picks the right ad for each moment and learns from every session.
Retailer side
Store data in, proof out
Planogram and loyalty data in, receipt-matched proof out. Built on the IAB Europe standard. Store data stays with the retailer.
Demand side
Brands book the moment
Direct deals or programmatic via OpenRTB.
Device side
Any glasses, any earphones
Meta glasses, Android XR and earphones through one interface.
Through the glasses

Say it, find it, decide at the shelf.

The same trip from the shopper's point of view: the list, the route, one useful ad. In ear on AI glasses and earphones, in view on display glasses.

Shopper with smart glasses in the store
Shopping list card: I need oat milk, tomatoes and yoghurt
1 · Say the listJust say what you need. Your assistant builds the list.
In ear “Oat milk, tomatoes and yoghurt are on your list.”
Navigation card: Dairy, past the counter, then left
2 · Find every itemStop 2 of 4: Dairy, past the counter, then left.
In ear “Dairy is next. Past the counter, then turn left.”
Ad card: Natural yoghurt, 40 cents off with coupon
3 · One ad at the shelfMatches the list, coupon saved by voice or a tap.
In ear “There is a coupon for natural yoghurt, 40 cents off. Shall I save it?”
Privacy by design. The assistant is strictly opt-in, and no images are stored.
Impact

One shopping trip, three winners.

Help for shoppers, a channel for retailers, proof for brands.

1
Shoppers find what they came for
Hands-free, by voice, with one useful ad instead of noise.
2
Retailers earn on the shelf
A new channel in their own retail media. Their data stays theirs.
3
Brands reach the moment of decision
Verified contact at the shelf, attributed to the receipt.
Why now

The device is already in every pocket. Smart glasses are the upside.

Audio guidance runs on any smartphone with earphones today. Smart glasses with display follow from 2027.

1
Smartphone and earphones, today
Works in any store, no new hardware needed. Glasses add the eyes-up layer as they spread.
2
7m+ smart glasses sold in 2025, and the curve is steep
Meta opened its glasses to third-party apps in September 2026. IDC expects 43m units by 2029, Android XR glasses follow.
3
Budgets and the yardstick are forming
Retail chains run their own retail media units, IAB Europe writes the in-store standard. Every chain has a buyer for in-store inventory. We add the shelf.

Sources: EssilorLuxottica FY2025 results (Feb 2026) · Meta Device Access Toolkit 1.0 (Sep 2026) · IDC Worldwide AR/VR and Smart Glasses Forecast (Sep 2025) · IAB Europe In-Store Retail Media Standards V2 (Oct 2026)

Smart glasses, earphones and a smartphone on a table
Where we are

A working prototype, on the glasses today.

The platform is past the concept stage. Our prototype covers the shopper experience and the media side, and you can see it in action.

Concept demo · 52 s

What runs today

  • Shopping agent on Meta Ray-Ban Display, in German and English
  • Audio assistant for AI glasses and earphones
  • Campaign cockpit for retailers and brands
  • Ad server prototype with decisioning studio

Working demos run on Meta Ray-Ban Display and, as audio, on Ray-Ban Meta and earphones.

Watch the demos demos.stellanordis.com
Team

Two founders, three exits, 20 years together.

Film production, exit 2010. Video platform, sold to Sonic Solutions (Rovi/Xperi) in 2014. Nowtilus, server-side ad insertion, sold to Equativ in 2024. Decisioning and delivery between inventory and demand is our craft. The store is the new medium.

Leander Carell and Patrick Knippel at the StellaNordis booth
Leander Carell
Leander Carell
Managing Director · Product
Product, strategy and retail go-to-market. Most recently SVP Advanced TV Strategy at Equativ.
Patrick Knippel
Patrick Knippel
Managing Director · Business
Business, finance and operations. Most recently SVP Business, Marketing & Operations at Equativ.
Founding CTO: we're hiring
Open role · Berlin
We are looking for a founding CTO who builds hands-on and leads architecture and engineering, from the glasses client to the XR ad server.
Get in touch
A proven track record NowtilusServerside.aiEquativBerlin
Get in touch

Let's bring in-store shopping to a new level together.

Retail chain, brand, agency, developer or investor: tell us a little about you, and we show you the prototype.

Based inBerlin, Germany
Shopper at the checkout with a digital receipt

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