UK & Europe
130+
Locations
9
Years of Partnership
7-day
On-Site Support
70+
Retail Stores & Offices
Overview
130 locations. Nine years. One infrastructure partner.
Dr. Martens is a brand built on heritage, craft, and cultural identity, but a retail estate of 130+ stores across multiple markets needs more than good storytelling instincts. It needs an infrastructure partner who can deliver the hardware, the content systems, and the operational support to make that story land consistently, across every format, in every location.
IUF has been that partner for nine years. The rollout spans 70+ retail stores and offices globally, covering LED and LCD screen networks, high-brightness window displays, directional audio, and centralised content management. all designed around Dr. Martens’ retail strategy and built to scale without sacrificing consistency.
Running alongside the estate-wide infrastructure is the Place and Learn icon wall: an RFID-powered product interaction that invites customers to place a physical Dr. Martens boot onto a reader and triggers rich media content on screen, the history, craftsmanship, and cultural context behind that specific product, instantly. Deployed across key flagship locations and designed from the outset to replicate across the estate, the Place and Learn wall answers the question every customer asks when they pick up a boot, without a staff member in sight.
The result is a globally coherent digital estate where infrastructure, content, and interactive experience work together to deliver the Dr. Martens brand at the standard it demands.
Journey & Experience
From the window to the wall, every surface in the store working harder for the brand.
The format ecosystem spans the full Dr. Martens retail environment across two layers:
Estate-Wide Infrastructure
- High-brightness window displays – delivering campaign-led content around the clock, visible from the street regardless of ambient light conditions
- In-store LED and LCD screen network – carrying product storytelling, event activations, and campaign content throughout the store floor
- Directional audio – guiding the in-store atmosphere and reinforcing the brand environment without bleed into surrounding areas
- Centralised CMS – enabling Dr. Martens to manage and update content across every screen in the estate from a single platform, with localisation flexibility built in
Place and Learn – RFID Product Storytelling
- RFID icon wall – customers place any Dr. Martens product on the reader surface; the system recognises the individual product and triggers the corresponding content instantly
- On-screen rich media – history, craftsmanship detail, cultural context, and campaign imagery specific to the product placed, playing without delay
- Self-serve navigation – customers move through the experience independently, at their own pace, exploring as many products as they choose
- No onboarding required – place the boot, get the story. The simplicity is what makes it work at scale
Technology Architecture
One content layer, multiple formats, RFID at the product level, consistent performance across nine years and 130+ locations.
Core Infrastructure
- Centralised CMS – content scheduling, distribution, and real-time updates across all LED, LCD, and window display installations across the estate
- Localisation capability – market or store-level content variation without separate infrastructure per location
- RFID product recognition system – individual SKU-level triggering of rich media content per product placed on the reader
Hardware Ecosystem
- LED and LCD screen network – in-store displays across retail floor, feature zones, and event positions
- High-brightness window displays – always-on, direct-sunlight-readable campaign content
- Directional audio system – in-store atmosphere and zonal sound management
- RFID icon wall reader surface – positioned at fixture level, triggering product-specific rich media content
- Display screen above reader – presenting triggered content per product placed
Support Model
- Seven-day on-site support – covering the full Dr. Martens estate to maintain uptime across all locations
- Ongoing infrastructure management – IUF owns hardware, players, and network reliability across the rollout
- Nine-year continuous partnership – delivery, expansion, and operational management sustained across the full estate lifecycle
Implementation
Built to grow, an infrastructure that has expanded consistently over nine years without starting over.
Phase 1 – UK Estate Foundation
- LED and LCD screen network deployed across UK Dr. Martens retail locations
- Window display infrastructure installed for always-on campaign content
- Centralised CMS established for content management across the UK estate
Phase 2 – Interactive & Audio Integration
- Directional audio systems installed across the store estate
- Place and Learn RFID icon wall concept developed, piloted at flagship, and rolled out across key locations
- AV infrastructure extended to support interactive formats
Phase 3 – Global Expansion & Ongoing Management
- Rollout extended to 70+ retail stores and offices globally, estate scaled to 130+ locations
- Seven-day support model maintained as a continuous operational service
- Content, infrastructure, and Place and Learn system managed and evolved over nine years of partnership
Outcomes
A globally consistent retail estate
130+ locations, multiple markets, one infrastructure standard, every Dr. Martens store delivers the same quality of digital experience, because the underlying system was built from the outset to scale without compromise.
Product storytelling at the moment it matters most
The Place and Learn wall puts brand heritage, craft detail, and cultural context in front of customers at the exact moment they are holding the product, without requiring staff time or customer effort. Self-serve, intuitive, and deployed across every format in the estate.
Nine years of embedded operational partnership
IUF is not a screen supplier to Dr. Martens. It is the infrastructure partner behind how the brand presents itself physically, a relationship spanning concept, installation, content management, and daily support across 130+ locations worldwide.
