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Beauty giant Nivea has adopted digital shelf edge technology from Kent-based Crystal Display Systems to 'help enable brand loyalty' in Germany.

Replacing static shelf strips, the digital shelf edge solution is controlled over a 3G radio network to display product information, current campaigns and beauty tips, helping to link Nivea's 'online world' with point-of-sale, which Crystal Displays says creates a 'sticky' experience and drives brand loyalty.

The 'unique' plug-and-play solution is available with custom metal housing or as individual components, and can display stills, videos or animations, the company adds.