The Challenge
A Singapore-based fashion retail chain with 24 stores in Singapore and 12 stores in Malaysia was operating a mix of printed lightboxes, static banners, and a handful of consumer-grade televisions for in-store display. Campaign changes required physical print production and logistics to all 36 stores — a process that took 7–10 days and cost S$18,000–S$32,000 per campaign cycle.
The marketing team was also unable to run differentiated campaigns by store type (mall flagship vs. heartland outlet), by time of day, or in response to real-time inventory positions. A promotion for an out-of-stock item could remain on display for days after the product sold out.
The Head of Marketing and the Regional IT Director jointly scoped a digital signage programme with Biztech Group, targeting an 8-week deployment window ahead of the upcoming year-end campaign season.
The Solution
Commercial Display Network (180 screens)
5 commercial-grade 55" LCD displays per store — 3 in the main floor zone, 1 at the fitting room area, 1 at checkout. All displays rated for 18 hours/day continuous operation with 700-nit brightness for high-ambient-light mall environments. Window-facing positions at 3 flagship stores were upgraded to 2,500-nit high-brightness panels. All displays run Android media players with local content caching for uninterrupted playback if internet connectivity is interrupted.
Cloud CMS with Daypart Scheduling and Location Groups
A cloud-based CMS was configured with three location groups (Singapore flagship, Singapore heartland, Malaysia) enabling differentiated campaign content per group. The marketing team can schedule content updates to run automatically at specific times — mid-week promotions from Wednesday 10:00, weekend-only content from Friday 18:00, seasonal campaigns with start/end dates. Content changes are pushed to all 180 screens simultaneously in under 2 minutes.
Remote Health Monitoring and NOC Support
Biztech's Network Operations Centre monitors all 180 screens 24/7. When a screen goes offline, drops connectivity, or is detected displaying incorrect content, an alert is raised and the store operations team is notified within 15 minutes. For hardware faults, the Biztech support team dispatches within one business day with a replacement unit.
Deployment Timeline
The 8-week deployment was structured to complete all Singapore stores first, then Malaysia, ensuring the marketing team had a functioning Singapore network to test content workflows while Malaysia stores were being installed:
Hardware staging — all 180 displays and media players pre-configured, CMS accounts provisioned, content templates designed and approved
24 Singapore stores installed — 4 stores per day across a 2-team parallel installation, all work completed before store opening or after close to avoid customer disruption
12 Malaysia stores installed — KL and Penang, coordinated with client's Malaysia store operations team
Marketing team CMS training, NOC handover, year-end campaign launch
Results
S$0
Print production and logistics cost per campaign (previously S$18,000–S$32,000)
2 min
Time to push content updates across all 180 screens in Singapore and Malaysia
Deployed
On-time for year-end campaign — first fully digital campaign season in company history
99.2%
Display uptime across the network at 6 months post-deployment
Upgrading to Digital Signage?
Biztech Group delivers commercial digital signage networks for retail, F&B, and hospitality brands across Singapore and APAC. From system design to CMS setup and ongoing managed support.