Over the course of several project phases, Bütema AG developed and implemented a comprehensive digital signage and self-service concept for the fashion company Robert Ley. From the initial proof of concept to the large-format LED storefront solution, a scalable infrastructure was created to engage customers digitally and support in-store processes.
Robert Ley operates a chain of stores with a long tradition in brick-and-mortar fashion retail. The goal was to gradually modernize the existing stores and strategically integrate digital elements into customer communications and store operations.
The focus was not on the selective introduction of individual technologies, but rather on a comprehensive approach: from the initial pilot implementation to rollout to additional locations. The challenge was to develop solutions that would work in both smaller store formats and large-scale retail environments and could be flexibly scaled up.
Bütema AG developed a modular concept that combines digital signage and self-service applications. The goal was to enhance both visual brand communication and in-store interaction.
The focus is on centralized content management and the ability to flexibly adapt applications to different requirements and locations.
The initiative was launched in 2023 with a proof of concept at a pilot store. The first digital signage displays and self-service terminals were installed there. Since then, customers have been able to apply for a loyalty card on their own, while large-format displays show content promoting the brand and product range.
Based on these experiences, the concept was rolled out to additional stores and expanded. Additional large-format LCD displays and LED walls were installed at several locations, specifically designed to showcase campaigns and brand content.
Particular attention was paid to the newly redesigned superstore in Mülheim-Kärlich. There, a large-format, transparent LED wall was installed in the storefront. Measuring approximately 9 × 4.5 meters, the mesh LED display combines digital visibility with architectural transparency, transforming the storefront into an eye-catching communication space within the urban landscape.
All content is managed centrally via Bütema AG’s digital signage software. In addition, as a full-service partner, Bütema handles configuration, monitoring, and day-to-day operations as part of its managed services.
Through phased implementation, a digital infrastructure was created that can be flexibly adapted to different store formats and continuously expanded.
The combination of large-scale visual displays and interactive applications enhances customer engagement directly at the point of sale. At the same time, internal processes, such as the collection of customer data, are made more efficient.
In particular, the transparent LED wall in the storefront attracts significant attention from the street and connects digital content with the physical in-store experience.
The project demonstrates how digitalization can be strategically implemented in brick-and-mortar fashion retail: starting with a clearly defined pilot project and evolving into a scalable end-to-end system.
The combination of digital signage, self-service, and centralized control forms the foundation for modern, flexible customer communication and underscores Bütema AG’s commitment to holistically digitizing retail spaces.
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