Why choose sustainable digital signage?

More and more retailers are looking for ways to make their store communications more sustainable. Marie-Stella-Maris faced the same challenge.

As a fast-growing social enterprise with twelve stores across the Netherlands and Belgium, and a mission to improve access to clean drinking water worldwide, sustainability plays a role in every decision the company makes.

CEO Micha Medendorp wanted to make retail communications more sustainable as well. Traditional window displays and printed communications no longer aligned with the brand’s sustainability ambitions.

Together with AVEX, Marie-Stella-Maris searched for a solution that matched both its environmental goals and premium store experience. That solution was BRIX zero, a circular digital signage platform.

In this interview, you’ll discover:

• Why traditional window communication no longer aligned with the sustainability ambitions of Marie-Stella-Maris
• Why sustainable digital signage is a logical alternative to printed retail communication
• How AVEX and BRIX zero contribute to a more circular retail environment
• The benefits of CO₂-neutral digital signage for retailers
• How your organisation can take the next step towards sustainable store communications

By the end, you’ll understand exactly how sustainable digital signage helps retailers become more flexible, efficient and environmentally responsible.

Marie-Stella-Maris: a fast-growing social enterprise with a sustainable mission

Marie-Stella-Maris is far more than a retail brand. As a social enterprise, creating positive impact lies at the heart of everything it does.

“Our mission is to provide everyone with access to clean drinking water. One in four people around the world still lacks access to safe drinking water.” Micha Medendorp CEO Marie-Stella-Maris

What began as a premium mineral water brand supporting clean water projects has grown into an omnichannel organisation with twelve stores across the Netherlands and Belgium. As the business continues to expand, sustainability remains a guiding principle throughout its operations.

As Micha explains:

“Our ambition to become fully carbon neutral was already well underway. Sustainability is embedded throughout our production chain. Making our digital signage solutions more sustainable was therefore a logical next step.”

The search for sustainable digital signage

Marie-Stella-Maris wanted its customer communications to reflect the same sustainability values as its products. Traditional window communication presented several challenges.

“Previously, we relied more heavily on physical communication materials, which created logistical challenges and didn’t align with our sustainability ambitions. Frequent updates required transportation to all store locations, something that no longer matched our environmental goals.”

For a business committed to carbon neutrality, this approach no longer felt future-proof. Replacing window stickers on a regular basis meant more transportation, higher operational costs and reduced flexibility. The question naturally followed:

Isn’t there a more sustainable alternative that better supports our ambitions?

That search ultimately led to sustainable digital signage.

A shared step towards sustainable retail communication

During its search for a more sustainable alternative, Marie-Stella-Maris was introduced to AVEX through its network. At that time, AVEX was developing BRIX zero, a fully circular AV solution.

The timing proved ideal.

While Marie-Stella-Maris was looking for ways to make retail communication more sustainable, AVEX was developing a solution perfectly aligned with those ambitions.

“During discussions with AVEX, we discovered they were developing a new carbon-neutral AV solution that aligned perfectly with the sustainable direction we were already exploring.”

For Marie-Stella-Maris, sustainable digital signage became a natural extension of its broader environmental strategy.

“Sustainable digital signage turned out to be a logical next step within our sustainability strategy: more efficient, more flexible and easier to scale.”

The partnership demonstrates how organisations with similar ambitions can work together to create future-ready retail experiences.

“As a sustainability-focused organisation, we spent a long time searching for AV solutions that aligned with our values. With BRIX zero, we found a solution that perfectly matches both our sustainability principles and our visual ambitions.” Micha Medendorp CEO Marie-Stella-Maris

Why the timing was right

For Marie-Stella-Maris, sustainability had already been a strategic priority for years. The move to sustainable digital signage wasn’t a standalone project, but a continuation of previous investments.

As Micha explains:

“We’d already been exploring how to make our offices carbon neutral. Sustainability is embedded throughout our entire production process.”

Examples include:

• Glass bottles that use 30% less material
• Local production powered by renewable energy
• Refill stations in every store to reduce packaging waste

Making store communications more sustainable was therefore a natural progression.

“This was a perfect addition to our broader efforts to operate more sustainably. The timing of our carbon-neutral ambitions and the development of BRIX zero couldn’t have been better.”

Combining technology and content for maximum impact

The project wasn’t simply about installing new displays. Maintaining the Marie-Stella-Maris brand experience was equally important.

The company’s in-house design and marketing teams create campaigns every day that reinforce the brand identity. AVEX provided technical expertise and guidance on how to optimise the digital signage environment.

As Micha explains:

“Our own design and marketing teams work every day on strong brand communications. Through our collaboration with AVEX, we used their technical expertise to optimise our digital storefronts while always keeping our brand identity at the centre.”

The challenge was clear: Capture attention within seconds while communicating the Marie-Stella-Maris brand story effectively.

By combining creative content with technical expertise, the result became a solution that is both sustainable and highly effective from a marketing perspective.

Why BRIX zero fits the Marie-Stella-Maris mission

While storefront displays are only one element of the customer journey, they still play an important role in how customers experience the brand.

That’s why Marie-Stella-Maris wanted a solution that reflected its broader sustainability goals.

“Although our storefront displays are just one link in our omnichannel experience, they make a meaningful contribution to how customers experience our brand.”

According to Micha, AVEX played an important role.

“AVEX brought valuable expertise in technology and installation, complementing our own brand and content strategy.”

With BRIX zero, the audiovisual solutions are now fully aligned with the sustainable choices that Marie-Stella-Maris has already made across the rest of the organisation.

In this way, the screens in the shops also form part of their broader mission to make conscious and future-proof choices.

Ready for the next step in sustainable retail communication?

The Marie-Stella-Maris story demonstrates that sustainable digital signage is about much more than replacing screens. It’s about creating communications that better support your sustainability ambitions.

By moving to a circular, CO₂-neutral solution, campaigns can be managed centrally and deployed instantly across every location. Without transporting promotional materials, unnecessary waste and sacrificing flexibility

For Marie-Stella-Maris, the result is a solution that fully supports both the company’s mission and its brand experience.

Perhaps you’re facing similar challenges.

You want to make your store communications more sustainable while remaining agile. You want to launch campaigns faster without constantly producing new stickers or in-store marketing materials. And you want a solution that supports your organisation’s sustainability goals.

BRIX zero was designed to help organisations achieve exactly that. Not only through circular and carbon-neutral AV technology, but also through the expertise needed to create a digital signage solution tailored to your stores, brand experience and business objectives.

Photo: Micha Medendorp (Marie-Stella-Maris, left) and AVEX (right) at the opening of the Antwerp store.

What are the benefits of sustainable digital signage?

A circular digital signage solution offers several advantages:

1. Fewer transport movements, as campaigns are deployed digitally from a central location
2. Less waste by replacing printed window communications
3. Greater flexibility to update campaigns instantly
4. Consistent brand presentation across every location
5. An AV solution aligned with sustainability and CO₂-reduction objectives
6. Less operational management and greater control over store communications

As a result, sustainable digital signage becomes not only an environmentally responsible choice, but also a more efficient way to support your retail operation.