News

Outdoor brand using digital signage to bring the outdoors in-store

August 23, 2012

British outdoor clothing brand Rohan is running in-store digital signage displays in stores across the U.K. in an effort to strengthen its brand and educate customers about the technical benefits of its products, using digitalsignage.NET software from Dynamax to power the show.

The system was designed to complement shop assistants in the highly consultative sale of Rohan clothing and present the company's 40-year-long history. The company wanted to immerse customers in the brand's world and put their products in context by displaying lifestyle videos along with product demonstrations on the screens.

The 19-inch LG displays, powered by IAdea's XMP-330 SMIL devices, show videos shot in various places around the world where Rohan clothing is worn, complementing the static signage the retailer already had in place. The system also is used to educate customers who can be reluctant to interact with staff immediately upon entering into the stores.

''We make gear that protects people in the world's wildest places, the technical benefits being rather hidden than overt. So we decided to use digital signage to explain these technical features in a visual way," said Rohan Chairman Colin Fisher in the announcement. "I wanted something that brought the product to life, and there's nothing that beats digital signage at this.''

Rohan's headquarters manages the content centrally while involving shop floor staff in the choice of files that get published on screens in their stores.

Read more about retail digital signage.