Digital communication meets personal consultation
The Fielmann Group is a publicly listed family business and the largest provider of glasses, contact lenses, and hearing aids in Central Europe. Founded in 1979 in Germany, Fielmann has always followed a clear customer-focused philosophy, telling the team that “You are the customer” – or rather, encouraging employees to treat customers the way they would want to be treated.
Today, around 29 million active customers rely on Fielmann’s omnichannel model, which combines digital sales channels with more than 1,000 retail stores across Europe and the US.
Digitalisation is a central pillar of Fielmann’s corporate strategy. The company actively shapes the transformation of its business model, always with the aim of combining digital services and personal advice seamlessly. Digital signage plays a key role in communicating the brand message consistently and efficiently across the store network.
Challenges
When the project began in 2019, Fielmann was redesigning its store layouts and marketing materials to make them more modern, flexible, and easier to maintain. This presented several challenges:
Scaling across borders
Implementation in Germany, Austria, Switzerland, Italy, Czech Republic, and Poland, each with different store sizes and languages.
Short-term changes
Renovations often lead to last-minute adjustments, requiring flexible installation plans and order processes.
Retail labour shortage
Store staff needed to be freed from routine tasks like changing posters or decorating shop windows to spend more time with customers.
Solution
Fielmann was looking for a solution that was reliable, scalable, and flexible enough to handle this level of complexity.
ZetaDisplay provides Fielmann with a full-service digital signage solution, consisting of screen hardware, content management software, rollout management, and ongoing monitoring and support during daily operations.
Shopwindow displays
ZetaDisplay designed and implemented a complete digital signage solution for more than 700 Fielmann stores in Europe. Depending on store size, up to three double-sided 55” window displays were installed, mounted with custom-built brackets that integrate seamlessly into the existing furniture design. The displays draw attention from passers-by and entice them into the store.
In-store screens
In addition, two to five displays were installed inside each store, depending on size. They inform customers about services, promotions, and products – making waiting times feel shorter and more meaningful.
Rollout-Management
Every week, four to five displays are newly installed or replaced across the Fielmann Group – adding up to 200–250 devices per year. Installations are closely coordinated with central project management as well as local contractors.
During store renovations, last-minute changes are almost inevitable. ZetaDisplay reacts flexibly, adjusts delivery and installation, and makes sure every display is up and running when we open our doors.
Markus Braun, Project Manager, Digital Signage at Fielmann
Content management
Content is planned and distributed through the Engage Suite. Each country has a dedicated content manager, who adapts content to the local language and any regional specifics. Alongside international and national campaigns, regional content is also integrated into the mix.
Benefits
The digital signage solution from ZetaDisplay has created measurable value for Fielmann:
Unified brand experience
A modern, consistent look across all stores, regardless of country or size.
Flexible rollouts
Displays are ready to go on opening day, even with last-minute changes.
Customer value
Window displays capture attention, in-store screens inform and reduce perceived waiting times.
Efficient operations
Content can be planned centrally and adjusted in real time. Printed materials are no longer needed, saving both time and resources.
Contact our digital signage experts
Curious how digital signage can make retail more efficient, flexible, and customer-friendly?
More customer cases
Hervis Sports
The European digital signage rollout has successfully unified the brand
Apotek1
Apotek 1 transforms allergy care with real-time pollen updates on digital window displays.
Tele2
An innovative retail experiencer