Footwear multiple Schuh is to roll out its Schuh TV concept to 10 more stores in the next 12 months in a bid to drive its multichannel business.
Schuh launched in-store TV channel Schuh TV on 42-inch TV screens last year as part of a four-store trial on Edinburgh’s Frederick Street, Oxford Street in London, Manchester’s Market Street and at its Lakeside store in Essex.
The TV channel was created to engage with its young customer base. Screens are placed in its windows and inside the shops.
Schuh will now press the button on the concept and is set to install TV screens in 10 more UK stores. Locations are yet to be confirmed.
Schuh plans to encourage brands it stocks to advertise on the TV channel.
Schuh brand marketing manager Jason Park said: “We have to keep up with the times and digital content is right up our target customer’s street. At present we allow brands to take static hanging window banners for two weeks, but this vehicle will allow many more of them to advertise at any one time.”
The retailer has launched a new spring ad campaign that it will broadcast in store via the TV channel and the campaign will also feature on traditional point-of-sale material.
Schuh has 57 stores and sells footwear brands including Vans, Blowfish and G-Star.