LSKD unifies digital signage across Armadale store

LSKD has redesigned its Armadale store around Fusion Signage's digital signage software, bringing multiple display formats together under a single management system.

The Australian activewear retailer describes Armadale as its most extensive in-store digital rollout to date, with projectors, portrait and landscape screens, and LED displays installed across the shop. It uses Fusion Signage software in 36 stores across Australia, from the Sunshine Coast to Hobart and Claremont in Western Australia.

At Armadale, screens are installed at point-of-sale counters, LED displays sit in fitting rooms, shopfront screens carry window displays, and projectors run in the men's and women's sections. According to LSKD, this differs from many specialty retail stores in Australia, where digital signage is often limited to one or two screens.

The system allows LSKD's content and marketing teams to upload and schedule material to specific screens or groups of screens, including the shopfront LED, in-wall product displays and projection wall. Content can be previewed before publication, scheduled to go live automatically and managed remotely.

Store Development Manager Macauley Ryan said the design was intended to extend the brand's existing content into the physical retail environment.

"We wanted the store itself to feel like a piece of our brand content, so we brought our brand videos and 1% better episodes to life through an elevated projection on the wall, showcased product with in-wall bay-mounted LED screens and installed a large shopfront LED to catch the eye of everyone walking down High Street," Ryan said.

The rollout reflects how quickly LSKD wants to update campaigns, promotions and product messaging in stores. The system is used to switch product imagery for new releases or restocks, update pricing and promotional messages when sales begin, and align in-store visuals with online campaigns.

That has become more important as retailers try to make stores and eCommerce feel connected. In practice, shopfront displays, product bays and projection walls can all be refreshed without sending staff or contractors to the site.

"Everything we do ties back to LSKD Value 5/6, move fast and break stuff, fail forward, dare to think differently, nothing is impossible," Ryan said. "We are a fast-moving brand and that demands the same agility from our marketing team. So our main requirements were straightforward: deliver high-impact, inspiring, branded content and have the ability to move quickly whenever promotions or campaigns change."

Ryan said staff had responded positively to the way the system handles scheduling and content changes across a mix of display types.

"The team's feedback has been epic regarding the ability to schedule, change and load new content, as well as the ease of connecting Fusion Signage to our many different digital displays," Ryan said.

One interface

A key part of the project is that projection, in-wall LED and shopfront LED are controlled through the same interface. LSKD said this removes the need to manage separate tools for different formats, which matters for marketing teams without specialist technical staff.

"Compared to other platforms we have looked at or used in the past, Fusion Signage stands out for how much ground it covers from one system, projection, in-wall LED and shopfront LED all managed through the same interface, rather than needing separate tools for each display type," Ryan said. "A lot of signage solutions still feel clunky or require technical know-how to update, whereas Fusion Signage is genuinely built for speed and ease of use by a non-technical marketing team."

Shorter update times are one of the main operational gains from the installation. Flash sales and campaign launches can be loaded to all relevant screens within minutes, rather than waiting for outside support to make changes.

"The turnaround on changes is a big differentiator and it is the real wow factor," Ryan said. "Content that would have taken a developer or installer days to update now takes us minutes. Walking down High Street and seeing that large shopfront LED stop people in their tracks turns the store into a piece of brand content before anyone has even walked in."

He added that the shorter turnaround helps stores keep pace with online activity.

"It lets us move at the same pace in-store as we do online," Ryan said. "When we have got a drop, a flash sale or a campaign moment, we are not waiting days for signage to catch up. We can have every screen in Armadale reflecting it almost instantly. It means our physical retail experience never feels out of step with our digital one."

LSKD said the screens also carry its ongoing 1% better athlete content as part of the store environment.

Fusion Signage Managing Director and Co-Owner James Ingram said the project showed how different display technologies could be combined in a single retail setting.

"LSKD has done an amazing job of adopting multiple technologies to bring their brand to life, running projection, in-wall LED and shopfront LED off one interface," Ingram said. "Their marketing team has an amazing vision and we are excited and proud to be a part of bringing it to life for them. We can't wait to see where the partnership goes."