Bstore expands Fusion Signage across 11-store network

Bstore has rolled out Fusion Signage software across its store network, with the system now running on 21 screens across 11 stores.

The upgrade has shifted its in-store messaging from a single repeated format to screen-specific content controlled by the marketing team. Amped Digital delivered the project, including hardware, software and installation.

Bstore operates stores in Western Australia, Victoria and New South Wales. It has used Fusion Signage since 2022, initially adopting the platform as a straightforward way to manage campaign imagery, promotions and brand content across a smaller network.

As the chain added stores and screens, that task became more complex. Bstore recently moved to Fusion Signage's Pro plan, adding content tagging, scheduling and playlist management tools.

Robynn Kelly, Marketing Specialist, Bstore Australia, said the retailer had been looking for a system suited to its retail setting and marketing needs.

"Bstore was initially referred to Amped Digital when we began exploring options for managing digital signage across our store network," Kelly said.

"From our first discussions, the Amped Digital team demonstrated a strong understanding of digital signage and took the time to learn about our business, store environment and marketing requirements. Based on those conversations, they recommended Fusion Signage as the most suitable platform for our needs."

Tagging has become central to how Bstore manages the network. Instead of sending one message to every screen, the team can assign content to individual stores, screen groups or locations based on campaign needs.

"A few months ago, we upgraded to the Pro plan to provide our marketing team with greater flexibility, functionality and control over our expanding digital signage network," Kelly said.

"Content tagging has been one of the most valuable features for Bstore.

"It has enabled us to make each screen or group of screens more unique, rather than relying on one message across the entire network. This means we can communicate several different messages at the same time and appeal to different customer groups, interests and shopping needs."

Marketing workflow

Digital signage is now built into campaign planning. Once a campaign is approved, the marketing team prepares artwork and video, uploads files, builds playlists, and either publishes them immediately or schedules them for later release.

Front window screens typically carry the main campaign or promotion, while in-store displays show related product categories, new arrivals, brand content and other messages. Video makes up a large part of that mix.

"We use a significant amount of video content across our screens because movement is highly effective at attracting attention," Kelly said.

"Video allows us to showcase footwear in a more engaging and visually appealing way, helping to bring our campaigns and products to life within the store environment."

The platform also lets staff make rapid changes when campaigns shift or stock positions change. Updates can be published remotely, with content directed to selected screens rather than the full network.

"Another major benefit is the ability to update content quickly," Kelly said.

"The marketing team can make changes from anywhere and those updates can appear across the relevant screens within seconds. This gives us the agility to respond to campaign changes, stock availability, promotional opportunities or business priorities at very short notice."

Fusion Signage has also added a media expiry feature, allowing users to set a date for content to be deleted from an account and removed from playlists automatically. Bstore said this reduces manual work and helps remove time-sensitive material at the right time.

Partner role

James Ingram, Managing Director and Co-Owner, Fusion Signage, said Bstore's use of tagging reflects a wider pattern among retailers seeking more control without added complexity.

"Andy Hughes from Amped Digital highlighted that Bstore initially chose the Fusion Signage Pro licence mainly for the tagging feature," Ingram said.

"With tagging, you can assign tags to screens and create rules for them to follow. This means less time managing, fewer playlists to build and more granular control - an overall simpler process at scale. That is the pattern we see again and again. Retailers do not start out wanting a complicated platform. They want a platform that lets them say the right thing in the right place and then grows with them."

Ingram also pointed to response speed as a key measure for digital signage systems used in retail settings.

"Digital signage is only as good as the speed at which you can act on it and, as such, tagging can manage thousands of screens from one single playlist, all based on the rules you create for your media. We are proud to be the platform that enables a retailer to treat its screens as a genuine, efficient and effective marketing channel," he said.

Bstore said store staff have responded positively to the changes in how campaigns and promotions appear on screen.

"They appreciate seeing fresh content regularly and feel that the screens allow campaigns, brands and promotional messages to be presented more strategically in store," Kelly said.