How GANT achieved brand consistency while empowering local markets
Overview
Project: GANT
Industry: Fashion / Retail
Project Date: 2023 – ongoing
Location: UK, Sweden, Denmark, Spain, Portugal, France, DACH, Benelux and more
What challenge did GANT face? Different digital signage systems in different countries made it difficult to know what was showing on screens and placed unnecessary burden on store teams.
What solution did they choose? – a unified platform owned globally but with access for local markets to manage their own screens.
What was the result? Consistent campaign execution across all markets, smoother promotional periods, and an enhanced in-store brand experience.
The Challenge: Different systems, different countries
For a retailer operating across multiple markets, maintaining a consistent brand experience is essential. But when each country runs its own digital signage system, consistency becomes difficult to achieve.
Frida Norlander, Global Retail Experience Manager at GANT HQ in Stockholm, explains:
“We had different systems in different countries, which makes it very difficult for us to know what we’re actually showing on the screens. It also creates an extra responsibility to the stores to make sure they update content.”
Without a unified view, headquarters couldn’t guarantee the right content launched at the right time across all markets.
So we just wanted to find a solution where we could, from a global point of view, own that platform so we could make sure that the right content was showed at the right time… and make sure that was the same content across all of our markets.”
The Solution: Global ownership, local access
GANT needed a platform that could satisfy two requirements: global oversight of campaigns and launch schedules, while still giving local teams the access they needed to manage their own screens.
After being recommended , GANT found a solution that delivered both.
“We were recommended ,… we could have access from a global point of view to make sure that the global campaigns were following the same schedule, but certain people within each market had access to manage their screens themselves.”
The platform now runs across the global markets including UK, Sweden, Denmark, Spain, Portugal, France, DACH, and Benelux — with the aim of rolling out to all GANT subsidiaries.
“With , we have all the functionalities we need to be able to manage the content from a global point of view, but still leaving some responsibility to the local markets and also having a close communication so we can actually get support when needed.”
The Impact: Promotions and brand experience
GANT uses digital signage in various positions throughout stores — behind cash desks, in windows, and elsewhere on the shop floor.
Frida highlights how moving content adds something static imagery cannot:
“It’s a great way to show products… actually be able to see someone wear it, move around, create more emotion around the products. Moving content creates that a bit of an extra layer to show both products and the brand.”
For promotional periods, the platform has proven particularly valuable:
“It is also a great tool for us to use during promotions, both like during seasonal sales, Black Friday — something that’s very noticeable for consumers.”
On day-to-day use, the feedback is exactly what you want to hear for peace of mind:
“It’s running smooth… It’s a quite easy tool to use.“
A recommendation for digital signage in Retail
Is the right solution for multi-location retail brands operating digital signage across multiple countries? Frida’s answer was clear:
“I would definitely recommend colleagues or peers in different companies to work with as a platform and software. It’s easy to work with both the system itself, but also the people behind it.“
