Selfridges Bolstered By Additional 30 Digital Signage Displays

Selfridges may be a 109-year-old store, but that doesn’t mean it can’t learn any new tricks. Global AV integrator, AVMI, has recently deployed over 30 Samsung Smart Signage Platform displays at Selfridges stores in Manchester, Birmingham, Leicester and London, while an LED wall was installed at the London Team Tunnel.

Selfridges was first opened by Harry Gordon Selfridge in 1909, and has been voted the best department store in the world three times. Selfridges’ iconic flagship store now dominates the west end of London’s world-famous Oxford Street shopping district.

Selfridges approached AVMI with a brief to help them evolve their internal communications strategy through the use of networked ‘digital noticeboard’ displays. They were also aiming to make a sensational impact for their new staff ‘Team Tunnel’ that connects their HQ office building to their Oxford Street flagship store. The challenge was to deliver a solution that was both functional but also embodied the brand and culture of Selfridges.

“The rollout of the new digital noticeboards has revolutionised the way our team members receive information and the way we work as a team, notes Scott Lynch, senior manager, Internal Communications, Selfridges.

AVMI worked closely with Selfridges’ Internal Communications (IC) and IT teams to provide a digital signage solution that gives the optimal impact, reliability and remote management of content. Selfridges opted for Embed Signage, a cloud-based Content Management System with the capability to publish rich digital content to an unlimited number of devices from any location with an internet connection.

Embed Signage provides Selfridges with a wide range of hardware options, giving them a single platform to maintain and manage their signage network, both now and as it evolves into other areas and for other uses. The software also provides Selfridges with a status overview of their network of signage displays, helping them to identify when content was received by each device, that they are currently playing content and if a screen has been turned off/disconnected unexpectedly.

AVMI installed over 30 SSSP panels in various office and retail locations nationwide. These were placed in kitchens and communal areas to be clearly visible and create common talking points for staff during breaks as well as behind customer facing Click & Collect counters and retail concessions.

Selfridges also selected a 3m wide by 1.75m high, 2.6mm pixel pitch bezel-less LED wall from digiLED for their ‘Team Tunnel’ that connects their HQ to their flagship store. The LED wall provides the sensational focal point Selfridges desired. The technical solution complements the striking brand imagery displayed by Selfridges. Deciding factors included the solution’s superior brightness, contrast levels and colour reproduction capabilities.

Project management, installation, commissioning and training were all delivered by AVMI.

The Result

Selfridges is already realising significant time and cost gains in managing and distributing its messaging. Annual print savings of approximately £23,000 are also being realised.

Productivity gains have also been realised in a number of teams, including Internal Communications and Graphics teams who used to spend approximately two days a week producing a printed weekly newsletter for the business. As a result of the screens, the newsletter is now produced fortnightly and is in a digital format. Content that used to feature in the newsletter can now be displayed on the screens and the department stores is now able to show video, animation and its award-winning Selfridges Hot Air films on the big screen.

“Before the screens were introduced, many hours were spent manually updating noticeboards and we were printing lots of materials. The screens are not only supporting our Buying Better, Inspiring Change approach to sustainability approach but are allowing us to communicate real-time information to our different sites, and tailor messages and content to different audiences in a really engaging way,” adds Scott.  

The project has also been shortlisted for the prestigious Corporate Project of the Year award at the AV Awards 2017. The winner will be announced at the Grosvenor House Hotel, London, on Friday September 29.

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