Benetton to reveal secrets of richer customer experience

Benetton is recognised as an early adopter in the digital signage business when the Italian clothing company installed the first international store-front network throughout Europe. At that time no one in retail had invested as much in the installation of shopping window video-walls. After successfully operating the installations for four years Benetton decided to dismantle all displays and reverted to a static display approach. Now Benetton has returned with a new sales focussed digital signage concept.

While the Live Window project concentrated on the external visibility of the stores, the new digital signage concept focuses on the interior of the stores. A key objective of the new in-store digital signage strategy is increasing sales by improving in-store communication, engagement with customers and enriching their overall shopping experience. With the new system Benetton stores around the world are delivered standardised content and messages from Benetton along with localised adaptations tailored for their market.