TK Maxx
European roll-out of digital window, counter and call-forward displays
TK Maxx is a retailer of apparel and home goods offering fashion for men, women and children as well as homeware and accessories.
the challenge
In 2016, after a competitive tender, TK Maxx awarded Pixel the contract to supply, install and manage the digital signage and window displays in all of their stores throughout Europe on a rolling programme of installations aligned to new store openings and refurbishments.
Our Approach
The typical solution inside a TK Maxx store includes a 3×1 panoramic video wall behind the cash desks, which we integrated with the existing call forward system, so that messages from the call-forward controller are shown as part of the content on the panoramic display. This ensures that the audience’s eyes are always paying attention to the content.
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In addition, selected stores receive a 75” ultra-high brightness display in their window, installed on either a custom made floor-standing trolley or on a suitable wall, using the unique Peerless articulating mount for large format displays. Flagship stores, including their recent Vienna opening, received even more specialist digital treatments, with the Austrian example having a twelve square metre 4mm pitch LED display, installed into a corner window at first-floor level and acting as a beacon of light to attract attention from shoppers on the high street.
In addition to the supply of the physical solution, we’ve also been working with TK Maxx’s content teams to implement digital content campaigns, applying our experience in the field and unique psychological insights to help lift static point of sale into the digital dimension.
Because the network spans the whole of Europe, we also created a preview system for the head office marketing team. This allows them, at the push of a button, to see exactly what is playing in each territory/language on both the window display and cash desk panoramas.
The Outcome
With over 240 stores across 7 countries and growing now featuring our fully managed digital solutions, TK Maxx are benefiting from our one-stop-shop approach to the provision and long-term maintenance of a large digital media estate.
