JACK WOLFSKIN

The well-known outdoor equipment retailer Jack Wolfskin wanted to reach a younger generation with an interactive brand experience directly at the point of sale and get them excited about the brand.

pilot Screentime, a specialist full-service provider of digital communication solutions, was commissioned to create the POS communication for the first Jack Wolfskin concept store in the Rhine metropolis and fashion city of Düsseldorf with a very short turnaround deadline.

This initial pilot project was followed by more stores across Europe, including Luxembourg, Salzburg, Utrecht and Warsaw. Further branches were also digitised in Germany, from Wernigerode in the Harz Mountains to Freiburg.

The content and technology are as diverse as the requirements and conditions of the individual stores – from small to large, from own stores to franchise stores, from normal branches to flagship stores.

Special attention was paid to the regular collection changes that are essential in the fashion industry. To this end, a technical concept was implemented using tablets that can be easily and flexibly changed. POE ports (Power Over Ethernet) were integrated throughout the store. They supply the tablets with internet and power via a single cable. There are many more POE ports than tablets, so the tablets can be placed flexibly almost anywhere in the store. This means that the digital product communication can be placed at the Point of Sale which enables high flexibly and adaptability based on each new collection. 

pilot Screentime teamed up with Jack Wolfskin to develop a template-based content process that enables highly efficient and therefore cost-effective product changes with each new collection, without compromising on design, depth of information or animation quality.

A digital campfire and several in-store LED walls are further highlights that create the “On Brand” atmosphere in the store. The so-called ‘campfire’ consists of a screen installation that imitates a stacked campfire.