The Zara brand has a well-defined digital signage strategy for all their stores. Large LED boards are installed near or behind the chasers counter. The installation will preferably be visible from outside the store (like in this store) and can either be in portrait format from floor to ceiling next to the counter or in landscape format on the wall behind of the counter. The content is always a fashion image video featuring the newest product line. Models show the current look of Zara – simple but nice. The pictures and clips are adapted to the target groups: Men, women, children and teenager. Though the screens are very big they don’t make a technically ambiance because the contents convince with their motives and quality. Digital signage as brand presentation works very well even if the LED-walls are just average. The second installation are 55” LCD displays in portrait format next to the elevators and escalators. Here the content is still images of the current products with information concerning the floor layout and departments.

Facts & Figures

Location

Zara London