Rohan Brings The Outdoors Into Its Stores With New Visual Merchandising System

Online, August 21, 2012 (Newswire.com) - British clothing brand, Rohan is using Dynamax's digitalsignage.NET to run digital displays in stores in Salisbury, Guildford and Bristol, UK in an effort to strengthen its brand and educate customers about the technical benefits of its products.

The system was designed to complement shop assistants in the highly consultative sale of Rohan clothing and present the company's 40 year long history. The company had an original approach to in-store marketing, displaying lifestyle videos along with product demonstrations in a successful attempt to immerse customers in the brand's world and put their products in context.

The screens show videos shot in various places around the world where Rohan clothing is worn; complementing the static signage they already had in place. The system is also used to educate those customers who, when entering their stores, are reluctant to interact immediately with their staff.

Rohan's Chairman, Colin Fisher said: ''We make gear that protects people in the world's wildest places, its technical benefits being rather hidden than overt. So we decided to use digital signage to explain these technical features in a visual way. I wanted something that brought the product to life and there's nothing that beats digital signage for this. digitalsignage.NET made the content distribution into the shops seamless, delivering a quality output that involves a simple operation.''

Rohan's headquarters manage the content centrally while involving shop floor staff in the choice of files that get published on screens in their stores.

Dynamax's software runs 19-inch LG displays powered by IAdea's XMP-330 SMIL devices.

Howard Smith, Director and Founder of Dynamax said: ''We are pleased to have had the opportunity to work with Rohan and show our software's ability to meet the complex needs of retailers as well as to reinforce the high potential of digital signage in this environment.''

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About Rohan

Rohan is the original, British innovative outdoor clothing brand. Celebrating its 40th year anniversary this year, the company prides itself on the quality of its products that positioned it as a leader in its industry.

Staying true to its principles, Rohan continues to make gear that delights its customers and delivers on its promise. '' We make gear to keep you protected and comfortable in the world's wildest places.''

www.rohan.co.uk