Case
TELE2
A redefined customer journey, creating an innovative retail experience for customers
ZetaDisplay has been a trusted partner to Tele2 for over eight years, delivering bespoke turnkey solutions tailored to each retail environment. For all destinations, the experience begins before customers have even stepped inside.
In Täby, Stockholm, a striking 23.5m² 2.6mm pixel pitch LED display by ExPromo flows over the storefront’s entrance canopy and down four structural pillars, delivering 140° visibility to attract attention from every angle.
In Gallerian, Stockholm’s iconic shopping destination, a new concept store features two transparent LED displays, wowing passersby and drawing them inside.This achieved the goals of revamping their customer journey and experience whilst delivering enhanced communications to support sales. The new approach has proved a hit with the retail teams and customers alike, and is now being rolled out across 22 stores in Sweden.
Challanges
Tele2’s priorities were clear: capture customer attention from the outset, elevate the in-store journey, and enable seamless content management across the estate. Content needed to be centrally controlled by HQ, while allowing regional flexibility. The solution had to support various screen sizes and formats, all while delivering a standout experience.
Solution
Täby: The Digital Curtain Raiser
The first step in this retail reinvention began at the Tele2 concept store in Täby, Stockholm. Customers are greeted by a dramatic 23.5m² LED display with a 2.6mm pixel pitch by ExPromo, flowing from the canopy over the entrance and cascading down four structural pillars. The high-impact design delivers 140° visibility, ensuring the storefront becomes a beacon for foot traffic.
Inside, the journey continues with strategically placed Samsung and LG displays including a series of 37” stretched LCDs and a 75” hero screen behind the payment desk. A 55” screen in portrait orientation serves as a virtual queue management system, streamlining customer service and creating a seamless retail flow. All displays are powered and managed centrally using ZetaDisplay’s proprietary Engage Suite CMS, allowing HQ to maintain brand consistency while offering regional flexibility.
Solution
Gallerian: The Flagship Vision
Tele2 launched its new flagship retail experience in Stockholm’s Gallerian shopping centre, setting a new benchmark for digital retail design. Two 6m² transparent LED displays with a 3.9mm pixel pitch from Muxwave take centre stage in the storefront windows. These innovative screens deliver dual visibility, vibrant content when active and full transparency when idle, creating dynamic storytelling opportunities while showcasing physical products in the background.
Inside, the digital journey is extended with additional 37” LG and 55” Samsung displays. Each transparent LED is powered by an individual media player, enabling unique content playback such as brand films on one and promotional campaigns on the other, providing flexibility in content strategy and engagement.
Content Management
The content management for the exterior signage and the interior displays is managed on ZetaDisplay’s Engage Suite proprietary CMS platform. This was already in place for scheduling and management of content across the retail estate supported by ZetaDisplay, so the team can continue to manage the messaging for all screens remotely as well as create and schedule playlists.
Tele2’s new Digital Signage platforms go a step beyond the traditional 16:9 display formation, making them even more eye-catching and engaging for customers.
Benefits
With ZetaDisplay, Tele2 has achieved a consistent, high-impact customer experience across its growing retail network, now at 53 stores and targeting 70 by year-end.
Dynamic LED installations inside and out deliver a powerful first impression and keep foot traffic flowing. Transparent displays in Gallerian take storytelling and product visibility to a new level, marrying physical and digital retail in real-time.
Engage Suite ensures Tele2’s marketing team can update content in real-time, with full control over campaign messaging from HQ. From window attraction to point-of-sale influence, the platform facilitates brand consistency, regional flexibility and deeper customer engagement.
This future-ready retail strategy ensures that as Tele2’s network grows, its customer experience only gets smarter, bolder, and more memorable.
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