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Dermalogica to deploy connected digital signage across UK estate

Skincare brand Dermalogica UK has rolled out smart digital signage across its store estate to improve company messaging and provide additional product information in store.

Working with Signagelive, the business has deployed its digital signage network to four UK stores – Harvey Nichols Edinburgh, Fabel Tottenham Court Road, Harvey Nichols Knightsbridge, and MK Centre Milton Keynes – with plans to complete the rollout to the remaining 23 UK stores by the end of 2017.

While Dermalogica had already invested in digital signage solutions for promotional activities in the past, the displays were not connected and store staff had to manually update them via PowerPoint or Dropbox, resulting in inconsistent messaging. Dermalogica now uploads content and images to Signagelive's centralised cloud platform.

The retailer has used its new centralised network to improve the capabilities of its existing displays, as well as introducing the latest smart signage displays and interactive applications in newer stores to promote its top-selling products.

If a customer picks up a flagship product from a shelf, a corresponding sensor, concealed inside the retail counter, triggers a nearby display which provides detailed product information about the item the customer is interested in.

Dermalogica's network currently includes Samsung Smart displays (SSP 32” -E Range and SSP 48” models) and IAdea signboards (XDS-2170 and XDS 1078 models), all powered by the centralised cloud application.

Commenting on the technology, Simon Winsall, global subsidiaries IT manager at Dermalogica UK, said: "The software is easy to use and their reporting and Proof of Play module allows us to actively respond to the success of different campaigns in real time.

"Signagelive also gives us a rudimentary indication of instore footfall, which is important for future planning."