Bata – AW LAB Athletes World

Innovative shopping experience in the AW LAB stores






Retail & GDO,

Technological solutions

Digital Signage, Radio in-store,

Digital signage and in-store radio to increase shop’s traffic flow, improve brand’s perception and provide a unique shopping experience.

Established in 1997, Athletes World is the leading Italian sport company with more than 150 stores.

In 2011 Athletes World creates its new brand identity AW LAB, a new generation of retail shops designed as trend setting “urban sport style” workshops.

The brand aims to make the store an exciting place to visit and to establish a strong relationship with their clients.

AW LAB engages M-Cube to bring the digital innovation in-store. The project involves both a digital signage network and the in-store radio service.

IN 2011 Athletes World created the new brand identity AW LAB to promote a consistent and unified look across all sport shops with the slogan, “Your Urban Style Refresher”.

The AW LAB’s strategy is to offer a wide selection of unique products from the major international sports brands, fashionable sport clothes and trainers.

The retail shops are redesigned to interpret the new brand identity and the in-store customer experience is to be enhanced through the digital experience of the new layout. The brand plans to deploy digital signage displays in the shop windows and behind the counters and to use the in-store radio service to play music and provide information about their products.

AW LAB is looking to increase the ways of communication to reach their customers and innovative media can increase customer loyalty, improve clients communication and increment number of sales.

AW LAB required to find a supplier with reliable technology and a professional service who could meet its communication needs. After a benchmark evaluation from current digital signage and in-store radio suppliers, AW LAB choses M-Cube to carry out both services.

M-Cube has supplied the digital signage monitors to the stores and manages the contents of the entire network based on the digital signage platform Scala.
The content, updated weekly in all the stores, include: product promotion videos and Partner’s TV adverts, AW LAB videos, live events and life-style videos to support the marketing campaigns in store.

The digital signage has boosted the marketing mix, integrating the in store communication with multimedia contents. It has a high impact and attracts the customer’s eye becoming the distinctive feature of AW LAB’s shops. The in-store radio makes proximity marketing even more engaging and exciting, giving a strong brand identity to our stores through the music.

Rocco Carena, Marketing Manager AW LAB

M-Cube provides a complete radio in-store service centrally managed from the M-Cube Radio department and has helped AW LAB to create the brand’s music image.
Thanks to the in-store radio, the proximity marketing is even more exciting and captivating. The music accompanies the customer while in the store improving their shopping experience.

The AW LAB Radio provides a consistent music image throughout the stores and “The information is always updated and given immediately. Thanks to the uniqueness of this device, messages and current promotions can be communicated efficiently supporting in store activities,” states Rocco Carena, AW LAB Marketing manager.

The new AW LAB stores have registered a considerable increase in store traffic since their opening. The shop’s modern layout show they are highly attractive to the public.