Australian Footwear Chain Bstore Upgrades to Fusion Signage Pro for Targeted In-Store Messaging
2026-10-13 · via Digital Signage Today
Australian footwear retailer Bstore has upgraded its digital signage deployment to the Pro license tier of Fusion Signage, adding content tagging and finer scheduling controls that let it run different messages on different screens within the same store rather than looping one piece of content network-wide, according to a press release.
Bstore operates 11 stores across Western Australia, Victoria and New South Wales and has used Fusion Signage since 2022. The system was installed and is maintained by Amped Digital, an Australian reseller the retailer was referred to when it first started looking at ways to manage signage across an expanding store network, according to the release.
The detail worth noting for operators is why Bstore paid for the higher-tier license. According to James Ingram, managing director and co-owner of Fusion Signage, Bstore chose the Pro plan mainly for the tagging feature, which lets staff assign tags to screens and set rules for them to follow. Ingram said in the release that this is a common pattern: retailers do not start out wanting a complex platform, they want one that can say the right thing in the right place and then scale up as needs grow.
That tagging capability is what let Bstore split its messaging by screen location. Front-window displays carry the main campaign or promotion meant to pull in foot traffic, while screens further inside the store either reinforce that same campaign or run separate content layers, including different product categories, featured brands, new arrivals and evergreen brand storytelling, according to the release. Robynn Kelly, marketing specialist for Bstore Australia, said in the release that tagging has let the retailer treat each screen or group of screens as unique rather than relying on one message across the whole network, allowing it to target different customer groups at the same time.
The functional upgrade also brought scheduling and playlist management tools that give the marketing team more granular control over when and where content airs, which the company says supports its seasonal launches, sale periods and ongoing promotional calendar.
What the release does not say is any detail on the hardware running at Bstore's 11 locations, the number of screens per store, pricing for the Pro tier versus the entry-level plan, or measurable results such as sales lift or dwell time tied to the switch. Amped Digital is described as handling the full solution from hardware and software to installation, and is positioned in the release as one of Fusion Signage's established resellers in the Australian market.
For retail operators evaluating CMS platforms, the case illustrates a common upgrade path: start with simple campaign-imagery playback across a handful of sites, then move to tag-based rules and finer scheduling once store count and content volume grow. Whether that justifies a license upgrade will depend on a retailer's own content complexity and store footprint, factors this release does not quantify for Bstore specifically.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Fashion footwear retailer Bstore in Australia has rolled out Fusion Signage digital signage software across its store network to lift its in-store marketing from a single repeated message to a targeted, screen-by-screen communications channel.
The project, delivered by Australian digital signage specialist Amped Digital, illustrates how a retailer can turn screens from a static cost into a live marketing asset, according to a press release.
Bstore operates 11 stores across Western Australia, Victoria and New South Wales and has been using Fusion Signage since 2022.
It initially explored digital signage as its store network expanded and viewed it as a easy and reliable way to display campaign imagery, promotional messages and brand content across a small group of stores.
"Bstore was initially referred to Amped Digital when we began exploring options for managing digital signage across our store network," Robynn Kelly, marketing specialist for Bstore Australia, said in the release. "From our first discussions, the Amped Digital team demonstrated a strong understanding of digital signage and took the time to learn about our business, store environment and marketing requirements. Based on those conversations, they recommended Fusion Signage as the most suitable platform for our needs."
"Andy (Hughes) from Amped Digital highlighted that Bstore initially chose the Fusion Signage Pro license mainly for the tagging feature," James Ingram, managing director and co-owner of Fusion Signage, said in the release. "With tagging, you can assign tags to screens and create rules for them to follow. This means less time managing, fewer playlists to build and more granular control — an overall simpler process at scale. That is the pattern we see again and again. Retailers do not start out wanting a complicated platform. They want a platform that lets them say the right thing in the right place and then grows with them."
Bstore upgraded to the Pro plan to provide its marketing team with greater flexibility, functionality and control over our expanding digital signage network.
The upgrade gave Bstore content tagging, scheduling, playlist management and finer control over where and when each piece of content appears. That has allowed the retailer to move away from a one-message-fits-all approach.
"Content tagging has been one of the most valuable features for Bstore," Kelly said int the release. "It has enabled us to make each screen or group of screens more unique, rather than relying on one message across the entire network. This means we can communicate several different messages at the same time and appeal to different customer groups, interests and shopping needs."
Bstore uses Fusion Signage to support seasonal launches, marketing campaigns, promotional events, sale periods and ongoing brand storytelling. Front-window screens typically carry the headline campaign, promotion or event of the moment, designed to capture the attention of passers-by and draw them inside. Screens within the store support the same campaign or carry additional layers, including alternative product categories, key brands, new arrivals, product benefits and evergreen brand content.
Amped Digital handled the entire solution, from hardware and software to installation, and is one of Fusion Signage's most trusted and reliable resellers, with customers across Australia.
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