For the newly opened baby-walz store in Frankfurt, Bütema AG implemented a digital signage concept specifically designed to engage customers in a modern way and facilitate flexible in-store communication. The digital touchpoints used enhance the traditional sales floor with dynamic information and advertising capabilities.
The move and reopening of the store on Schillerstraße in Frankfurt gave baby-walz the opportunity to further develop the store’s concept. The goal was to modernize the shopping experience, provide customers with more targeted information, and at the same time streamline internal processes at the store.
In addition, there was a need to make digital spaces economically viable—for example, by creating new marketing opportunities for brand partners directly at the point of sale.
Bütema AG developed a digital signage concept that takes into account both in-store communication and window displays. The focus was on clearly separating the areas of application:
Eye-catching messaging for external audiences and context-specific information directly on the product in-store.
All content can be managed centrally and customized flexibly. This creates a dynamic communication structure that supports both marketing needs and operational processes at the store.
A total of eight digital signage displays were installed in the store. Several screens throughout the sales floor display product-related content and are specifically tailored to the respective product categories.
The concept is complemented by two large 75-inch displays in the storefront. These attract attention even before customers enter the store and showcase changing content, campaigns, and brand messages to the outside world.
The combination of internal and external communication creates a seamless digital experience throughout the entire customer journey—from the initial impulse to the final purchase decision.
The store now has a flexible, centrally managed communication platform. Content can be updated in real time and tailored specifically to target audiences, products, or promotions.
Customers benefit from clearer navigation and improved access to relevant information directly at the product. At the same time, employees are relieved of some of their daily workload, as information is provided digitally and processes run more efficiently.
By using storefront windows as digital advertising spaces, additional marketing opportunities are created for suppliers and brand partners—an approach that supports new revenue models in brick-and-mortar retail.
The project demonstrates how digital signage can be strategically deployed as a tool in brick-and-mortar retail—not only to engage customers, but also to optimize internal processes and unlock new revenue opportunities.
The implementation at baby-walz serves as a pilot project and lays the groundwork for potential expansion to additional locations.
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