Fashion footwear retailer Bstore Australia has deployed Fusion Signage digital signage software across its store network, using 21 Pro licences to move from a single repeated in-store message to content that can be targeted screen by screen. The rollout was handled by Australian digital signage integrator Amped Digital.

Bstore operates 11 stores across Western Australia, Victoria and New South Wales and has been running Fusion Signage since 2022, according to the announcement. The retailer started on a smaller plan before moving to the Pro tier as its store count and screen footprint grew, the companies say.

For operators managing a similar sized estate, the case is less about the software itself and more about what triggered the upgrade: tagging. James Ingram, managing director and co-owner of Fusion Signage, said Bstore's Pro licence was chosen largely for the tagging feature, which lets screens be assigned tags and rules so content can be targeted without building a separate playlist for every location. Ingram says this is a recurring pattern among retailers, who tend to start with a basic setup and then need more granular control as their network scales, rather than requesting a complex platform from day one.

The announcement frames the project as proof that screens can shift from a static cost centre to what it calls a live marketing asset, though it does not provide figures on sales impact, cost savings, or engagement from the switch. Robynn Kelly, marketing specialist for Bstore Australia, credited Amped Digital with recommending Fusion Signage after learning the retailer's store environment and marketing requirements, but the release does not say what alternative platforms, if any, were evaluated before that recommendation.

What the announcement does not say is also notable. There are no details on the hardware or media players used in Bstore's 11 stores, no pricing for the Pro licence tier versus the basic plan the retailer started on, and no specifics on what kind of content Bstore is now running beyond "campaign imagery, promotional messages and brand content." For a chain of this size, the tagging-driven workflow described here is a fairly standard CMS capability rather than a new feature, so the story is really about adoption and scaling rather than a product launch.

For signage operators running small to mid-sized retail networks, the deployment is a reminder that platform choice often comes down to one or two specific management features, such as tagging or rules-based grouping, rather than a full feature list. Those features determine how much manual work is needed to keep in-store messaging current as a chain adds locations and screens.

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The announcement in full

Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.

Bstore Australia Rolls Out Fusion Signage

Fashion footwear retailer Bstore Australia has rolled out Fusion Signage digital signage software across its store network, using 21 Pro licences to lift its in-store marketing from a single repeated message to a targeted, screen-by-screen communications channel.

Robynn Kelly , Marketing Specialist for Bstore Australia said “Bstore was initially referred to Amped Digital when we began exploring options for managing digital signage across our store network. 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.”

The project delivered end to end by Australian digital signage specialist Amped Digital, shows how a growing retailer can turn screens from a static cost into a live marketing asset. Bstore operates 11 stores across Western Australia, Victoria and New South Wales and has been using Fusion Signage since 2022.

James Ingram , Managing Director and co-owner of Fusion Signage told us that “the appeal was immediate and specific. Andy (Hughes) from Amped Digital highlighted that Bstore initially chose the Fusion Signage Pro licence mainly for the tagging feature,” he said. “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 started on a basic plan that suited the size of its screen network at the time. As both store numbers and screen footprint increased, so did the complexity of the marketing task – all with a clear brief: a simple and reliable way to display campaign imagery, promotional messages and brand content across a small group of stores.

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