Baby-Walz tests digital signage with Bütema

Baby-Walz has equipped its relocated and newly opened store in Frankfurt (Main) with digital touchpoints in cooperation with Bütema. The specialist for baby and toddler equipment, which is part of the Walz Group, is starting a test run with this step, which will be extended to other stores if successful. Digital displays and interactive signage solutions allow the retail company to reach its customers flexibly with its own marketing communication as well as with content from its suppliers – both on the sales floor and in the shop window.

A total of eight digital signage displays were installed in the store in Schillerstraße in Frankfurt (Main), which reopened at the beginning of April this year. Screens in the store display content that matches the products presented in the surrounding area. In addition, two 75-inch displays were placed in the front window to inform customers before they even enter the store. Baby-Walz plans to rent out this space to suppliers in order to offer customised advertising opportunities.


“By focussing on digital touchpoints, we are improving shopper experience and making it easier for our customers to access relevant information,” explains André Ellinghaus, Senior Retail Manager at Baby-Walz. “This leads to a noticeable simplification of processes in the store and creates more time for our customers. In addition, we increase our flexibility with in-store communication and utilise the options to interact with our customers quickly and easily using moving images in real time and according to individual specifications.”

Connection to merchandise management

Software, hardware and service for this project were delivered by Bütema. The provider of in-store solutions for fashion and lifestyle retailers offers its own content management system for centralised control of visual elements at all digital touchpoints. According to the technology provider, its solution can be connected to all common retail systems and access product data, stock availability and information such as price reductions in real time.

Bütema AG has also deployed its solutions in drugstore, DIY and fashion retail. Its customers include Deichmann, Depot, Hugo Boss, Lekkerland, Tank & Rast and BabyOne stores.

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Annette Böhm

Annette Böhm has been specialising in the development and the management of marketing campaigns targeting retailers and consumer goods companies for more than 20 years. The focus of her expertise is on lead generation campaigns and client nurturing. She is an expert in social media and e-mail-marketing and has a high level of experience with the most relevant CRM and marketing automation tools.

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