Fashion footwear retailer Bstore Australia has rolled out Fusion Signage digital signage software across its store network, using 21 pro licences to lift its in-store marketing from a single repeated message to a targeted, screen-by-screen communications channel.
The project delivered end to end by Australian digital signage specialist Amped Digital, shows how a growing retailer can turn screens from a static cost into a live marketing asset. Bstore operates 11 stores across Western Australia, Victoria and New South Wales and has been using Fusion Signage since 2022.
Bstore first explored digital signage as its store network expanded, with a clear brief: a simple and reliable way to display campaign imagery, promotional messages and brand content across a small group of stores.
“Bstore was initially referred to Amped Digital when we began exploring options for managing digital signage across our store network,” said Robynn Kelly, marketing specialist for Bstore Australia.
“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.”
According to James Ingram, managing director and co-owner of Fusion Signage, the appeal was immediate and specific.
“Andy (Hughes) from Amped Digital highlighted that Bstore initially chose the Fusion Signage Pro licence mainly for the tagging feature,” he 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.”
Bstore started on a basic plan that suited the size of its screen network at the time. As both store numbers and screen footprint increased, so did the complexity of the marketing task.
“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.
The upgrade gave Bstore content tagging, scheduling, playlist management and finer control over where and when each piece of content appears. That has allowed the retailer to move away from a one-message-fits-all approach.
“Content tagging has been one of the most valuable features for Bstore,” Kelly said. “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.”
That capability has reshaped how the marketing team works day to day. “The platform is easy to navigate and provides confidence that the correct content will appear on the correct screens at the correct time,” Kelly said. “Once the playlists, schedules and tags have been established, the system is very straightforward to manage.”
Asked to name the moment the penny dropped for the business, Kelly pointed squarely at tagging. “Again, the standout WOW factor is content tagging,” she said. “This feature has been a genuine game changer for our marketing team. It allows us to distribute content across specific stores, screens or groups of screens without needing to manually manage each screen individually. This has saved us a significant amount of time and has made it much easier to deliver tailored content across our network.”
Bstore uses Fusion Signage to support seasonal launches, marketing campaigns, promotional events, sale periods and ongoing brand storytelling. Front-window screens typically carry the headline campaign, promotion or event of the moment, designed to capture the attention of passers-by and draw them inside. Screens within the store support the same campaign or carry additional layers, including alternative product categories, key brands, new arrivals, product benefits and evergreen brand content.
Video does much of the heavy lifting.
“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 payoff is speed. “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.”
For James Ingram, that responsiveness is the whole point of the category, “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.”
Fusion Signage is now a standing item in Bstore’s campaign planning. Once an activity is confirmed, the marketing team develops artwork and video content, uploads the assets, builds the relevant playlists and either publishes immediately or schedules a future go-live. Before publishing, the team reviews content tags, playlists, stores and screens, along with start and end dates, so that content is removed or replaced at the right moment.
Fusion Signage also recently added in a ‘media expiry’ feature so users can now set an expiry date on media, where on that date it will be automatically deleted from their account and removed from any playlists where it was being used. This efficiently removes manual steps, saves time and ensures time-sensitive content doesn’t stay up longer than it should.
“Fusion Signage is included as a key marketing touchpoint from the early stages of campaign planning,” Kelly said. “This workflow allows us to coordinate our digital screens with other marketing touchpoints, including social media, website content, email marketing, window displays and in-store collateral.”
That makes the platform an ongoing part of marketing activity rather than a daily chore. “Fusion Signage is not necessarily a platform we need to update every day,” Kelly said. “Our usage is generally driven by the marketing calendar and key trading periods. Once content has been scheduled and published, Fusion Signage continues to deliver the correct messaging across our screen network without requiring constant manual management.”
Amped Digital handled the entire solution, from hardware and software to installation, and is one of Fusion Signage’s most trusted and reliable resellers, with customers across Australia.
“Amped Digital are one of our premium trusted partners,” Ingram said. “They handle the entire digital signage solution, from hardware, software, installation, even sound systems. Full-service digital signage. They are genuine people and that is the key reason for our strong relationship. They also love Fusion Signage and our solution, which always helps.”
Bstore is equally direct about the value of that hands-on support. “The support and guidance provided by Amped Digital have also been extremely valuable, particularly when helping us understand how to use the platform more strategically,” Kelly said.
For a footwear retailer competing on presentation as much as price, the screens have become a differentiator in their own right.
“Fusion Signage helps Bstore create a more dynamic, distinctive and technology-forward retail experience,” Kelly said. “Digital screens capture attention and allow us to present our products, campaigns and brand messages in a highly visual and engaging format. They also provide significantly more flexibility than static signage, as messaging can be changed quickly without the need to redesign, print and distribute new physical collateral. The platform allows us to update content remotely from anywhere and tailor messaging by store, screen or location. Ultimately, Fusion Signage helps us keep our stores feeling current, relevant and visually engaging while delivering more targeted and strategic communication to our customers.”
