Australian women’s retailer Kitten D’Amour has managed to increase conversions in-store by 15 per cent through the rollout of digital signage over the last few months.
Speaking with Ragtrader, Kitten D’Amour managing director Simon Griffin said up until September last year, the retailer used large fabric-style banners to promote each new collection. He said printing banners was a very involved process, from ideation to printing – with printing itself taking up to five days – and then organising couriers to send banners to each of its nine stores across Australia’s east coast.
While the banners were effective, the new digital signage doesn’t incur any of the above issues or costs – a key reason for the switch. The digital signage technology also allows the team to change all displays for consumer promotions directly from the head office in Queensland.
“Since having this ability, we’ve been able to target region-specific promotions to help increase sales in specific locations,” Griffin said.
“This has helped us lift sales by 8 per cent in two of our Sydney shops. We used targeted messaging on the video screens and Facebook Ads to communicate the consumer promotions in these specific locations, and the increase in sales was almost instant.”
The new digital signage adds to other key in-store technology, including the Kitten D’Amour’s own radio station that is streamed to each of its shops. Griffin said this allows them to choose exactly the style of music that resonates with its customer base.
“It also allows us to communicate consumer promotions over the radio to complement the visual messaging on the digital screens,” he added.
Kitten D’Amour currently has three stores in Brisbane, three in Sydney and two in Melbourne and one on the Gold Coast. Griffin confirmed the retailer will open its first Adelaide store in May at Westfield Marion, with Canberra and Perth planned in 2026.
The digital signage will be added to all new stores going forward.
“Physical stores help us to build strong relationships with guests,” Griffin said. “We are very fortunate to have brilliant team members in each store who help guests to mix and match designs to make up the perfect outfit – a feature that is much harder to achieve online.
“Our online sales are critical to the success of Kitten D’Amour, however, when it comes to introducing guests to the brand, we find physical stores are still very important.”
The boutique retailer was founded by Alana Smith (pictured) and sells across various fashion categories – including accessories and shoes – all designed in 18th century French style.