Retail is changing. Customers no longer distinguish between online and in-store; they expect every interaction with your brand to be seamless, connected, and personal. Meeting this expectation requires more than managing screens; it requires managing the entire in-store experience.

What is IXM?

IXM stands for In‑Store Experience Management. It’s the strategic infrastructure that enables brands and retailers to orchestrate every digital touchpoint in-store, bridging the gap between online convenience and the tangible, human power of physical retail.

Just as CRM transformed how companies manage customer relationships, IXM transforms how retailers design, deliver, and measure the in-store journey. It’s not a tool. It’s a category. And Grassfish is setting the standard for global brands and leading retailers.

Why IXM Matters

In a world where customers expect consistency across every interaction, in-store is too important to be left disconnected. Digital in-store solutions are no longer “nice to have”; they are essential to delivering a cohesive brand experience, influencing purchase decisions, and building loyalty.

IXM enables you to:

• Deliver seamless brand experiences across every channel.
• Manage all in-store digital touchpoints, from video walls and interactive kiosks to personal and staff devices, in one unified platform.
• Scale your brand experience globally while allowing for local adaptation.
• Integrate in‑store execution with your broader business ecosystem, CRM, DAM, PIM, ERP, and retail media.

Grassfish IXM Aqua: Built for the Future of Retail

Grassfish IXM Aqua is the next-generation platform for IXM, cloud-native, modular, API-first, and AI-ready. It’s designed to evolve with your needs, integrating tightly into your IT landscape while adapting to your processes and ways of working.

Core Capabilities

• Unified Orchestration
  Manage every in-store touchpoint through one intuitive CMS.
• Enterprise Integration
  Connect IXM Aqua with CRM, DAM, PIM, ERP, and retail media for a single source of truth.
• Global Scalability, Local Flexibility
  Roll out consistent concepts worldwide while empowering local teams to adapt content and experiences.
• AI-Ready Architecture
  Future-proof your in-store strategy with a platform designed for ongoing innovation.
• Full Ecosystem Support
  Enable seamless collaboration between all departments, partners, and suppliers.

For retailers, Grassfish IXM Aqua ensures seamless execution, enabling every store to deliver the brand exactly as intended. By bringing all digital touchpoints together in one platform, it simplifies operations, reducing both complexity and cost. It empowers retailers to create truly customer-centric journeys, personalising experiences in real time based on audience, location, and context.

And with a platform designed to evolve without disruption, it extends the life and value of in-store investments, supporting sustainable growth over the long term.

For partners, Grassfish IXM Aqua offers the advantage of platform standardisation, providing a single, global IXM standard recognised across the industry. It opens the door to integration opportunities, allowing partners to connect the platform with their solutions and services to create added value. By aligning with Grassfish’s category leadership, partners can strengthen their market position and accelerate business growth.

Most importantly, the platform fosters collaborative innovation, enabling partners and Grassfish to co-develop solutions that shape the future of in-store experience.

Leading the IXM Category

Grassfish IXM Aqua isn’t just a new product; we’re leading a movement. IXM is becoming the recognised category for managing digital in-store experiences, and Grassfish IXM Aqua is the platform every retailer should use to deliver exceptional, future-ready retail.

We’re not replacing the old with the new; we’re evolving with our customers. With a clear migration path, we ensure innovation without disruption, so you can focus on what matters most: creating extraordinary customer experiences every day.

Ready to take your in-store experience to the next level?

Whether you’re a global brand, leading retailer or a digital in-store partner looking to stay ahead in a fast-changing market, Grassfish can help.

With our strategic expertise and the world-leading IXM platform, we’ll transform your stores into seamless, connected, and high-impact customer experience environments.

Contact us today to learn more!