Author: L'Oréal UK & Ireland
Document Type: Presentation
File Size:
Publication Date: 26 February 2025
From Event: Retail Marketing Conference on 27 February 2025
Key
presentation points:
- Rehink how digital branding has a place in a luxury
department store.
- Give the brand the mechanisms to deliver but the retailer control and
consistency.
- Discover how a brand can use digital to gain cut through in a competitive
space.
The presentation covers a digital screen roll-out project in the luxury beauty
hall in Selfridges London, a space with many brands and identities fighting for the shoppers’ attention.
Pixel
Inspiration were given initial architectural designs from Selfridges which
included a perimeter wall and a midfloor pillar unit. Different technical solutions
were considered, which included learnings from past projects, with the final
selection being large LED panels that wrapped around the corner of a display.
These were prototyped at head office for key decision makers to review so
production could start.
The screen
content needed to be adaptable by individual brands and synchronised in many
cases. This was managed by SCALA software meaning that content could be
managed across all displays, mass uploaded (or deactivated), takeovers scheduled,
and reporting provided where needed.
Significant project management was needed to ensure the
retailer, different brands, and the installation of the project ran smoothly.
L'Oréal finished the presentation by explaining how the
digital screen network ensures they can instantly update content across their extensive network of over 1,000
stores simultaneously - minimising costs and time delays by reducing reliance
on traditional lightboxes.
Presented by Natalie
Woodall, Commercial Director at Pixel Inspiration and Steven Palanee, Head of
Retail Design at L'Oréal UK & Ireland at the POPAI Retail Marketing
Conference in London on 27th February 2025.
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