AW Lab, an international brand, is part of the Bata Group. However, its origins are Italian. It was launched in Italy in the late nineties (under the name Athlete’s World, until 2011). In Italy, it maintains its headquarters. Today, it is a multinational sign with direct and franchised stores in Italy (200 stores), Spain, Czech Republic, Singapore, and Malaysia.

AW LAB’s strategy is clear: to offer a wide selection of unique products from the major international sports brands, fashionable sport clothes and trainers.


Elevating In-Store Communication: AW LAB’s Strategy with Digital Signage and In-Store Radio

The retail shops are redesigned to interpret the new brand identity. This identity has evolved over the years. The in-store customer experience is to be enhanced through the digital experience of the new layout. To achieve this, the brand plans to deploy Digital Signage displays in the shop windows and behind the counters. They also plan to use the In-Store Radio service to play music and provide information about their products.

AW LAB is looking to increase the ways of communication to reach their customers and innovative media can increase customer loyalty, improve clients communication and increase the number of sales.

AW LAB required to find a supplier with reliable technology and a professional service who could meet its communication needs. After a benchmark evaluation from current digital signage and in-store radio suppliers, AW LAB choses M-Cube to carry out both services.


Enhancing In-Store Experience: M-Cube’s Digital Signage Solutions for AW LAB

M-Cube has supplied the digital signage monitors to the stores and manages the contents of the entire network based on the digital signage platform Scala.

The content, updated weekly in all the stores, include: product promotion videos and Partner’s TV adverts, AW LAB videos, live events and life-style videos to support the marketing campaigns in store.

A unique digital customer experience can now engage customers. This experience involves them 360 degrees. They can engage with more emotional audio-video content and advertising communications. They can also stay updated on all the news, thus increasing their connection with your brand.

“The Digital Signage has boosted the marketing mix, integrating the in store communication with multimedia contents. It has a high impact and attracts the customer’s eye, becoming the distinctive feature of AW LAB’s shops. The in-store radio makes proximity marketing even more engaging and exciting, giving a strong brand identity to our stores through the music”.

Rocco Carena, Marketing Manager AW LAB