SmartPlayer Case Study: How Duroflex Transitioned from Printed Posters to an Intelligent Digital Network

Duroflex is a leading Indian sleep solutions brand offering a wide range of premium mattresses and comfort products. The company operates a network of branded stores across India and focuses on delivering a high-quality customer experience at the point of sale.

For the brand, maintaining consistent visual identity and up-to-date communication with customers is crucial — after all, key purchasing decisions are made directly in the store.

Previously, Duroflex stores relied on printed materials and manual content updates via USB drives. This approach created several challenges:

• A lengthy content update process (up to 15–20 days)
• Lack of unified visual communication standards across regions
• High printing and logistics costs
• Difficulty in quickly promoting new products and campaigns

Our task was to fully digitalize Duroflex’s retail communication system — to build a unified network of digital screens, centrally managed from the cloud, enabling fast content updates, store-specific customization, and higher customer engagement.

We deployed the SmartPlayer cloud platform across screens in more than 100 Duroflex stores across India. The solution included combinations of hardware tailored to each store format:

1. Standard showrooms — Android media players connected to existing LCD displays
2. New-format stores — LG webOS displays with a built-in SmartPlayer system
3. Flagship and experience centers — LED video walls to create a wow effect

Key Capabilities Implemented:

• Centralized cloud-based content management
• Flexible scheduling by region, store format, and product category
• Instant updates for promotions, launches, and seasonal campaigns
• Real-time monitoring and analytics of screen performance

After implementing SmartPlayer, Duroflex began actively using the digital platform for different content scenarios:

• During daily sales, screens display videos explaining mattress technologies and highlighting product benefits — helping consultants communicate more effectively and increasing customer trust.
• During sale periods, the brand instantly rolls out promotional campaigns, updating visuals across the entire network in seconds.
• For new collection launches, flagship models are spotlighted on screens, becoming the centerpiece of in-store communication.
• In flagship stores, digital screens are also used to create atmosphere through emotional branding videos and lifestyle content, strengthening the perception of Duroflex as a modern, tech-driven brand.

Thanks to the cloud-based architecture, Duroflex can now manage all screens nationwide from a single control center. The marketing team can plan and update content remotely.

Content can be easily adapted for different regions, store formats, and product categories. Campaigns can be scheduled in advance and launched automatically.

Content update speed has increased dramatically — instead of waiting up to three weeks, new campaigns now go live instantly via the cloud dashboard.

Customer interest in new products has grown, and store consultants report that videos and animations help convey product value much more effectively.

The brand has also significantly reduced ongoing printing and logistics expenses: all visual content is now updated digitally, eliminating the need for production and transportation of printed materials.

Overall, store ambience has transformed: dynamic visuals, high-quality graphics, and a consistent brand style have enhanced the showroom experience, making Duroflex appear more innovative and appealing to customers.