Bütema AG expanded Dirk Rossmann GmbH’s existing IT infrastructure to include a digital signage network in the sales area. The collaboration began with the development of the OBF app, which later served as the technical foundation for an integrated, centrally controlled signage solution.
The partnership between Rossmann and Bütema AG began several years before the digital signage project, with the development of the OBF app. This mobile inventory management application is directly integrated with the merchandise management system and continues to be developed to this day.
When we first explored digital signage, our focus was not on developing a standalone solution, but rather on strategically expanding our existing system infrastructure. The challenge was to create a solution that would integrate seamlessly into the existing architecture while also being flexible enough to be deployed across different store formats—from the storefront to the checkout area.
Thanks to the interfaces with the merchandise management system that had already been established as part of the OBF project, the digital signage solution was able to be built directly on top of existing infrastructure. No additional complex integrations were required.
Building on this, Bütema AG developed a modular concept that accommodates various display formats and locations while also enabling centralized control of all content .
The project began with a proof of concept in seven stores. Various display solutions were tested—ranging from traditional LCD screens to special storefront installations featuring LED posters.
A key feature was the use of double-sided displays in the storefront area. These displays show content both outwardly to passersby and inwardly into the sales area, thereby creating an additional communication space without requiring extra floor space.
In the initial phase, the Bütema InStore Consulting team handled the conception, design, and deployment of the content. As the project progressed, content management was handed over to Rossmann, so that the company now manages and updates the content independently.
Following a successful trial, the concept was quickly rolled out to other locations and scaled up. This involved the introduction of new formats, including digital kiosks in the checkout area and a large-format 3×3 LCD video wall.
Today, Rossmann uses a digital signage network that can be flexibly adapted to the varying needs of its stores and is centrally controlled.
The double-sided displays significantly expand the communication possibilities in the storefront, while the formats used inside the store are specifically designed to engage customers and provide guidance. Content can be quickly deployed, customized, and updated across all locations.
The technical foundation from the OBF project continues to ensure stable system integration and enables the solution to be operated sustainably and continuously developed.
The project demonstrates how a long-term partnership can evolve step by step: from the implementation of an operational application to the development of an expanded digital communication infrastructure across the store.
The combination of existing system integration, flexible hardware, and centralized content management exemplifies Bütema AG’s approach to solutions in the retail sector.
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