Digital Signage Success in Retail for Berwin & Berwin

Berwin & Berwin is a key player in the manufacture and distribution of men's tailored garments to the UK and European markets. With 60 outlets throughout the UK and Eire, primarily concessions in 55 House of Fraser stores. They have recognised the need for these concessions to stand out on the shop floor amongst a multitude of other brands and competitors. As such their sights are set on being amongst the first retailers to trial a digital out of home project, and gain first mover advantage in this retail space.

Their objective behind the project was to create a 'retail theatre' environment for their customers, and a unique point of difference for their brand concessions by using large screens as centre pieces for each concession. The screens will be used as marketing tools which will deliver changing content, messages and promotions in a dynamic fashion. Berwin are confident they will also see a return on their investment through incremental sales uplift.

Berwin approached Dynamax Technologies in early 2009, to help them frame, develop and eventually roll out their project. David Cashmore, Retail Director at Berwin & Berwin says, "We wanted to find a way of giving our customers a better overall shopping experience and to engage with them more proactively in store. We realised that digital signage gave us a real opportunity to achieve this."

Understanding that content would be a key driver of the projects' success, Dynamax brought the expertise of Amigo Digital into the frame. Amigo delivered a series of dynamic, animated messages and promotions which are managed and scheduled using Dynamax's flagship POVng software.

The two key stores selected for this initial project are based in House of Fraser stores in Manchester and Leeds, where a close eye is being kept on results. The key brands that Berwin & Berwin will be concentrating on will be Daniel Hechter and Paul Costelloe, along with highlighting other current promotions. The screens themselves are wall mounted in a landscape style and hung using tilting brackets.

Ian McKenzie, CEO at Dynamax states, "We are confident that our solution and the support around it will enable Berwin & Berwin to achieve positive results from this investment and to hopefully roll out their project successfully across the rest of their retail estate."