Schuh has appointed Startle to implement a tailored background music and digital signage in its 136 stores in the U.K., Ireland and Germany for the next five years. Startle has created two distinct personalities for the in-store areas – Schuh and Schuh Kids. The digital signage will tailor promotions based on a variety of factors, including but not limited to store location, time and date in-store, adapting instantly at the touch of a button. The use of background music is expected to enhance the customers' shopping experience in Schuh's stores, while the digital signage will provide the retailer with a new way to interact with its customers.