The IAB will be unveiling the primary findings of their Standards and Definitions report as part of the first masterclass at What’s in Store for Retail Media Networks. Yara Daher, Retail Media Advisor for IAB Europe shared some of what will be discussed in the masterclass as well as what is impacting in-store retail media in Europe. 

Thinking about the IAB and your work with retailers, what have you seen when it comes to the attitude of retailers to in-store retail media networks across the last few years? Everybody’s been talking about the “third big wave” of retail advertising with the three drivers of this being in-store, off-site retail media, and CTV. When it comes to in store-in particular, retailers have all decided “It’s very important and we need to do something about it,” but the details of what to do have become a bit more ambiguous. 

Some have taken the approach of “We’re gonna do everything we used to do in store in a traditional merchant/Co-op, MTF deal and transfer it to retail media, and have better measurement against it and we’re going to call that in-store retail media.” We’ve seen that extreme and then others have said, “No, we’re going to do something completely different. We’re going to try to go after net new budgets, install new technology, have digital signage in-store and make that retail media” and have in-store retail media be a small confine, within the larger in-store activation.

These are the two extremes and there’s everyone in between. I think some retailers are struggling to decide where they want to play and what they want to play with. So that’s on a business and commercial front. In parallel, there’s all the investment that comes with in-store which is slightly different from picking an ad tech company, to have sponsored products in-store which is a low CapEx investment. So retailers are wondering how to justify this CapEx. Retail media hasn’t traditionally had to deal with CapEx investment before so retailers are working out how to account for that spend over the months or across teams so that it makes sense within the P&L of retail media. These are the main things we hear retailers deciding on before they “double down” on in-store retail media. 

Another big theme that’s part of the work we’ve done that hopefully we’ll be discussing at DMEXCO together is, what is the definition of in-store retail media? That ties to everything I’ve just described. Our definition that we landed on, is that it’s the use of retail data to plan, execute and measure and these are the three components that make it retail media. 

Can you share more detail about what you mean when you say retail data? Is it sales data? It’s sales, it’s footfall, it’s loyalty, there are all sorts of signals. What differentiates an out of home banner to an in-store activation is being close to the point of purchase. All of these things need to be tied somehow to the point of purchase but I wouldn’t call it direct sales – the “I saw something, I bought something.” I see it as the correlation between a person being somewhere they can transact and then transacting at that given time or a different time, and how that behavior can be impacted.

How important do you think it is to have a sense of standards and definitions across in-store media? We work with retailers to standardize their offering but we’re really serving the buy-side. It’s very important for retailers because they don’t need to reinvent the wheel every time. Retail media’s been such a nascent industry that every retailer has felt that they need to carve out and build their own definitions each time. So it’s very important for retailers, but it’s much more important for the buy-side. For the buy-side, there’s been so much confusion when it comes to how to buy retail media and how to measure it, that if we don’t create standards, they’re going to go looking elsewhere or they’re going to only go to the top player in each market feeling that the rest is not worth their time. Neither scenario helps the overall industry. 

How do you think the standards and definitions might impact how the buy side operates? Will they think about their budgets in a slightly different way? Potentially look to new retailers and campaign structures? The number one pain point we hear from brands and agencies is that there’s no standards in retail media and that’s what’s hindering their investments and their growth. They want to be able to compare apples to apples. Their biggest complaint is when they’re buying, that they’re having to go and normalize things that can’t be normalized efficiently.

With these standards, we’re answering their demand immediately. Whether it’s standards and definitions for on-site, for off-site or for in-store and hopefully we can keep it going beyond, to aspects such as formats or incrementality or your audiences. There’s so much standardization that needs to happen so that we’re all talking the same language and the buy-side can double down and invest. 

What language is currently being used or has been used by retailers to measure success for in-store in retail media? Are they using language from other platforms such as television or digital out of home? I would say there’s three ways that they’re trying to talk about it. There is digital out of home, TV and audiences because it’s a medium that has the scale, and the third one is aligning it with anything they’ve done on-site. You’ll be able to see, within our release at DMEXCO, that we’ve tried to combine all three where possible. We’re very closely aligned to digital out of home on certain things, especially impression measurement, but then on things such as sales measurement, we’re a bit more closely aligned to what’s been done on owned and operated on-site activations. The goal that we all have is to simplify as much as possible and use terms that have been used before that will resonate within the industry.

For those who might not know about the process could you explain a bit more about what was involved in determining the definitions and standards? We meet with the retailers in a 1.5 day workshop as a starting point. We get feedback from the buy-side ahead of time of what the pain points are and we get feedback from Ad Tech about what’s possible. We take all of that, compile it into an IAB recommendation, and take it to the retailers for them to say if it is possible for them and does it fit their business needs while always keeping in mind that the end goal is to normalize for the buy-side. We have a healthy debate and we had this healthy debate in Paris in early July with approximately 14 retailers from across Europe. Each retailer voiced their concerns, their fears, their excitement. We then put pen to paper on it and that then becomes a document that is circulated with Ad Tech and the buy-side, refined a bit and will be released at DMEXCO. Once it’s released at DMEXCO, we’ll have a public comment period where anyone can voice any concerns or  thoughts they have and then there will be a final release towards the end of the year.

As part of those sessions that you did in Paris, were there any kind of common themes that came up by way of concerns or excitement around the opportunities presented in-store retail media? Retailers are very excited about in-store retail media. They all know there’s a massive space to be addressed. We’ve heard things like there’s budgets from TV that can be captured because the audiences are just as large and they’re probably more captive. Then it boils down to all of the issues we’ve talked about before and ensuring we get it right at the moment.

For brands and advertisers, do you hope that the report will lead to reallocation of budgets and if so, where from?  Yes. That’s the goal and that’s what we aim towards. So I would like to believe it will, yes. We just released an attitudes towards retail media survey which suggests budgets are coming from linear TV, they’re coming from Programmatic, and then, as a far third, from social.

How would you like to see the standards and definitions work being used moving forward? I think it’s a starting point, there’s a lot of room that we can expand on in terms of details like how to measure an impression for example. We’ve laid the foundation and we’ve used the terms but there’s a lot of things that will be a future piece of work, and we can’t stop here. We need to address the future pieces of work to keep the industry moving forward. We always need to be serving the buy-side. Are they going to be able to buy this efficiently? That’s the question we always need to be asking ourselves.

Learn more about the IAB’s standards and definitions for in-store retail media and the impact these terms will have for retailers and advertisers for their strategy in the From Traditional to Targeted: The Evolution of Agency and Brand Spending Masterclass. Discover how Scala plays a role in effective retail media networks by visiting the Scala booth at DMEXCO in Hall 8.1, Stand D050.

Invidis have released their annual CMS ranking and STRATACACHE/Scala is at the top with over 2.5 million active licenses worldwide. We are obviously hugely proud and pleased to have our position as market leader recognised and publicized in this manner.

We would not be the market leader without the work of our teams, partners and clients. Through our considered work, we have built up a reputation of providing solutions that truly serve the audiences for which they are intended. We develop bespoke software solutions that are versatile and, most importantly, scalable as businesses choose to extend our solutions across new touchpoints and premises.

When we say bespoke, we mean it in the truest sense. We craft the software and produce the hardware, ensuring that activations run flawlessly and align perfectly with the distinct specifications of our clients. Our team is a blend of creative thinkers and pragmatic problem solvers, with an in-house support team that guarantees smooth system launches and uninterrupted operations.

We understand that each business and brand is unique. Our solutions are a reflection of the diverse industries that employ us and the specific problems they want to solve. We take pride in our collaborative approach, working across marketing, tech, and experiential teams. We listen carefully to our clients, partners, and the industry at large. In a fast-moving business environment, we stay on top of the latest capabilities and changes to trade, such as legislation and customer attitudes, to ensure we offer the best possible service. Our solutions are designed to grow, handle more information, and serve more creative experiences as businesses and customer demands evolve.

Take a look at our case studies to see the variety of industries which we serve. You can experience our solutions first-hand at the upcoming events we’ll be attending. Scala has been in operation for almost 40 years and, now as part of the STRATACACHE family of marketing technology companies, we have, as demonstrated in the Invidis ranking, an unrivaled capability to deliver solutions globally.

We extend our heartfelt thanks to Invidis for the recognition. But more importantly, we want to express our deepest gratitude to all those who have trusted us with their business and grown with Scala and STRATACACHE. Your support has been invaluable as we continue to deliver unparalleled signage and software solutions.

2023 was a great year for the Automotive industry. It marked the first year in three when customer experience increased (Cox Automotive, 2023). Overall, approximately 35% of customers expressed that their experience with buying a car this time was better than their previous experience. Some of that boost came from the relinquishment of issues further up the supply chain, but we also saw greater satisfaction with the length of the buying process and key interactions with sales and F&A. 

A major contributor to this lift is coming from the growing utilization of digital solutions for the customer and employee experience. Omnichannel shopping has been enabled by a collaboration both on the consumer side and adaptability on the company’s side to reduce in-person steps that used to turn buying, accessorizing or servicing a car into a chore (ahem, financing or poor service experiences…) 

Already, 43% of purchases mixed online and in-person steps to complete their transaction – almost neck and neck with the 50% of customers who completed all steps in the dealership. But we can expect omnichannel to become even more important in the next 3-5 years. 

71% of buyers expect to use a mix of online and offline tools the next time they shop for a vehicle. And where 7% completed their purchase completely online, that expectation elevates to 21% in their next anticipated purchase. It is critical that a company’s digital solution provides  excellent experiences so that the important return revenue for service and future loyalty remains within your brand.

A few takeaways are clear from these numbers. First, companies need to continue their customer experience innovations to compete with online automotive options. And second, they need to focus on integrated omnichannel journeys that capitalize on connected TV and online activity. 

They can do this by taking a few distinct steps. 

1. Embrace Digital Signage for Personalized Automotive Buying Experiences

One of the most effective ways a company can capitalize on their physical locations is by implementing advanced digital signage solutions. According to the Trendsetter’s Guide to Automotive Retail (Tripathi and Kahn, 2023), 30% of all dealers are bringing digital retail technology into their stores. Success metrics in aftermarket stores also show the same results: 76% of consumers have reported being enticed to enter stores they had not previously visited due to effective signage, and 68% have made purchasing decisions based on the content displayed on these digital screens​ (REACH Media Network).

In the broader automotive retail landscape, the use of digital signage has also been instrumental in creating seamless omnichannel experiences, helping to bridge the gap between online and in-store customer journeys. This approach has been shown to enhance the overall customer experience and streamline the purchasing process​ (Adobe Business).

Digital signage can transform the customer journey in several ways:

Personalized, Dynamic and Interactive Digital Signage Experiences

As customers enter the lot, digital screens can offer options such as contactless service drop-off, connecting with a sales or service advisor, or starting a self-guided tour. This allows them to self-identify and specify their needs, or even further, can utilize real-time technology to identify their vehicle make and model and integrate with your DMS and website – to seamlessly continue their online journey and greet them personally and proactively for service appointments or their car purchase journey. This initial touchpoint sets the stage for a personalized experience.

QR Code-Enabled Stickers

Implementing QR codes on vehicle window stickers and on shelf edge displays inside the store or showroom allows customers to access detailed information about each car, accessory or service offering using their smartphones. This approach seamlessly blends  physical and digital interactions, capturing the customer’s journey through the lot with actionable insights and data. These insights can be further leveraged by your team to enhance and personalize the customer experience.

Personalized Experiences

In the showroom, parts & service center, repair & upgrade hub – virtually anywhere – customers can interact with digital displays, instantly showing models and features they expressed interest in while on the lot (at the dealership) or online and as they browsed the aisles in an Aftermarket store. This technology not only enhances the customer experience but also provides valuable data to sales representatives.

2. Implement Transparent and Flexible Automotive Pricing Strategies

Digital signage enables  companies  to provide more transparent and flexible pricing information while complying with consumer protection laws. With 43% of dealerships citing volatile interest rates as a key challenge (Trendsetter’s Guide, 2023), the ability to clearly communicate pricing and offers becomes crucial.

Enhanced Price Transparency

While the Monroney sticker must remain on new vehicles with the MSRP, digital signage can complement this information by displaying:

• Current promotions or discounts
• Competitive comparisons
• Financing options and monthly payment estimates based on current rates
• Total cost of ownership projections

This approach maintains compliance with the Automobile Information Disclosure Act while leveraging digital technology to provide customers with more comprehensive pricing information, as they are coming to expect in other industries.

Dynamic Inventory and Availability Updates

Digital displays can show real-time inventory levels and availability across multiple locations, helping customers understand their options and potentially influencing their decision-making process.

Personalized Offers

By integrating customer data with digital signage, companies can display personalized offers to individual customers that go beyond the base price. For example, if a customer’s lease is nearing its end, relevant lease renewal offers or trade-in values can be shown on nearby screens.

Used Car Pricing Flexibility

While used cars are not subject to the Monroney sticker law, they are regulated by the FTC’s Used Car Rule, which requires dealers to display a Buyers Guide with specific information. This requirement lends itself even more naturally to the flexibility of real markets. 

Buyer’s Guide information is only stage 1 for the modern buyer. As demonstrated by the trend toward omnichannel purchases, consumers are increasingly well informed regarding the used car market in their area. 

Conveying this information on the showroom or store floor is a powerful option for retailers to build trust and transparency while at the same time expressing data-driven, compelling reasons to justify the price. 

These front end technologies will be even more impactful on the profitability of companies when they are connected with the supply side. McKinsey identified a 2% margin expansion opportunity using dynamic bidding strategies that leverage real-time used car market data. (Data and Analytics in the Driver’s Seat of the Used-Car Market | McKinsey). That is on the supply side alone!

3. Use Human Resources to Optimize and Reduce Costs

While enhancing the customer experience, digital solutions also help companies reduce costs and optimize their workforce. The Trendsetter’s Guide (2023) reports that 20% of dealerships faced employee burnout as a key challenge. Digital signage can help alleviate this issue:

Self-Guided Tours

By enabling customers to explore independently through interactive digital displays, companies can empower the customer and change the dynamic from an initial strain on sales representatives into focused, high-value interactions and complex queries.

Intelligent Customer Routing

Digital signage can help route customers to the most appropriate staff member based on their interests and needs. Staff is informed and empowered by the digital signage with actionable data and insights, improving efficiency and reducing wait times.

Training and Employee Engagement

Digital displays can also be used for employee training and internal communications, helping to address the 81% of dealers who plan to keep investing in training in 2023 (Trendsetter’s Guide, 2023). More importantly, 70% of dealerships that initiated technology training reported a very high impact on their business overall. Digital displays also support the aftermarket businesses employing digital signage for employee training, who reported using digital signage for training can improve information retention by up to 60%, compared to traditional methods. (IDC)

Plan for 2025 with Digital Signage Solutions Delivering your Automotive Retail Experience

As we look towards 2025, it’s clear that automotive companies must continue to innovate in order to meet changing customer expectations. By leveraging digital signage to create personalized experiences, implement transparent and flexible pricing strategies, and optimize human resources, companies can differentiate themselves in an increasingly competitive market.

The data shows that companies embracing these technologies are seeing positive impacts. For instance, 48% of trendsetters have enhanced their digital retailing over the past year, compared to just 36% of non-trendsetters (Trendsetter’s Guide, 2023). This digital transformation is not just about keeping up with trends – it’s about creating a more efficient, engaging, and valuable experience for both customers and employees.

As you plan for the future of your automotive retail business, consider how digital signage and other innovative technologies can help you stay ahead of the curve and deliver the exceptional experiences that tomorrow’s car buyers and owners will demand.

At Scala, we have a full-scope solution that helps you lead the industry, and we offer multi-year plans that build digital capabilities while providing return on investment. Check out our Page on Automotive Retail for more information.

 

Resources

Cox Automotive. “2023 Car Buyer Journey Study Summary.” Cox Automotive, Jan. 2024, www.coxautoinc.com/wp-content/uploads/2024/01/2023-Car-Buyer-Journey-Study-Summary.pdf. Accessed 27 Apr. 2024.

“Data and Analytics in the Driver’s Seat of the Used-Car Market.” McKinsey & Company, www.mckinsey.com/industries/automotive-and-assembly/our-insights/data-and-analytics-in-the-drivers-seat-of-the-used-car-market. Accessed 27 Apr. 2024.

https://cms.cdkglobal.com/sites/default/files/2023-05/CDK_Global_Trendsetters_2023W.pdf 

Tripathi, Rohini, and Peter Kahn. Trendsetters Guide to Automotive Retail. CDK Global, 2023.

“Digital Signage: A Recap of 2023 & Looking Ahead to 2024”

https://reachmedianetwork.com/digital-signage-a-recap-of-2023-looking-ahead-to-2024/ Accessed 8 Aug 2024

Transforming the Automotive Retail Experience with Digital Signage

https://business.adobe.com/resources/webinars/transforming-the-automotive-retail-experience-with-digital-signage.html Accessed 8 Aug 2024

Top Trends in Digital Automotive and Transportation Technology, 2023 Accessed 8 Aug 2024

https://www.idc.com/getdoc.jsp?containerId=US48739522

In May, Alison Rank, Director of Enterprise Accounts at Scala, attended the Women in Automotive conference in Colorado. She sat down to discuss with us her overall experience there, what she learned, and what Scala can provide to the automotive industry.

QUESTIONS

Q: What kinds of conversations were you engaged in with other attendees while attending Women In Automotive?

A: The conversations covered a wide range of topics. Everyone at the conference was genuinely focused on making deep connections and uplifting each other. This atmosphere was set by the board and leaders, who treated each of us as special, unique individuals throughout the three days.

Each session encouraged dialogue rather than just presentations. We openly discussed the opportunities and challenges in the automotive industry, collaborating on ideas for improvement. Our conversations covered the future of automotive and ways to enhance the experiences of customers, employees, OEMs, and the industry as a whole.

We also had the chance to sign up for board dinners, which provided a more intimate setting to connect with board members and other attendees. These smaller gatherings allowed us to share personal insights on our experiences with the car-buying process and being women in the automotive industry. The conference was incredibly cohesive and well-rounded, unlike any other I’ve attended before.

Q: What were your biggest takeaways from the event?

A: I had so many! The first keynote by Subi Ghosh, Executive Vice President of Strategic Partnerships & Marketing at Stream Companies and Partnerships Chair at Women of Color Auto Network, was incredibly impactful. A major takeaway from her session was the power of showing three acts of kindness to everyone you want to connect with. This means helping someone without any agenda, giving a genuine compliment, or celebrating something they did or said that resonated with you. This approach builds strong bonds and fosters organic problem-solving and collaboration.

Another key takeaway was the importance of being guided by data. Tara Rego, Director at Spectrum Reach, emphasized this in her talk. Understanding your clients through data—such as who is coming into your store, what they’re interested in, their TV viewing habits, and their interactions with complementary or competing products and industries—enables you to tailor your approach to resonate with them and drive engagement.

Q: How has the automotive industry evolved technology-wise, and how can our solutions organically fit into the space? How can our solutions be implemented best?

A: The automotive industry has seen significant technological advancements, particularly in enhancing the online car-buying process with advanced personalization. The key opportunity now lies in bridging the gap between online and in-person experiences, ensuring the same level of personalization and excellence.

Studies mentioned during the conference highlight the importance of customer experience: 75% of customers are willing to spend more and buy from companies that provide a great experience, while 76% will stop doing business with a company after just one bad experience. Additionally, 92% of surveyed dealers view client experience success as extremely important. This presents a tremendous opportunity and a critical area of focus to excel in.

To implement our solutions effectively, we need to ensure they integrate seamlessly into both online and in-person interactions, providing a cohesive and personalized customer journey. Scala focuses on delivering outstanding experiences at every touchpoint. We can meet the high expectations of today’s consumers and drive success in the automotive industry by Leveraging the STRATACACHE global family of innovative, complementary technologies. Imagine this: a dealership equipped with sensor technology and integrated with the dealership management system (DMS) can identify specific customers or car make/models the moment they drive onto the lot. This allows the dealership team to offer a personalized welcome and anticipate each customer’s needs right from the start.

The Scala data integration capabilities play a crucial role in this ecosystem, seamlessly linking advertising and consumer data at both macro and granular levels. As this ecosystem evolves, fueled by advancements in machine learning and rich customer insights, the potential to personalize and enhance the experience for both customers and the automotive team becomes limitless.

Q: What would you say dealerships are prioritizing most? 

A: Dealerships are focusing on creating personalized, integrated interactions that seamlessly transition from their websites to the in-person dealership experience. The goal is to meet each customer where they are. Some customers enjoy spending time in the dealership exploring options, while others prefer to do their research online and come in only to test drive a specific car. The priority is to offer a personalized, consultative experience where every individual feels seen, known, and empowered.

Q: What was the most innovative or interesting idea you heard while attending Women in Automotive?

A: The concept of the Science of Storytelling, particularly Neuro Synchronization, discussed by Jake Stacey, Executive Vice President Sales, Effectiveness, and Training, stood out as incredibly interesting. Stories are 22 times more memorable than facts and are highly effective in promoting behavior change. When we share stories effectively, the neural activity of the storyteller and the listener synchronizes. 

In the competitive car-buying process, achieving Neuro Synchronization with customers through meaningful stories can make a significant difference. Sharing stories about how and why your brand, dealership, service center, or auto body shop—and the amazing people who work there—can be trusted and relied upon can foster customer loyalty and influence their purchasing decisions.

Q: What parallels did you find between the automotive industry and other industries? Are there any adjacent industries that overlap?

A: Absolutely, the automotive industry is a key part of the broader retail and service sectors. There are significant parallels, particularly in the use of data and tools to personalize and reach consumers. This approach spans various industries, from Quick Service and Fast Casual restaurants to travel and transportation, manufacturing, logistics, and more.

During the Women in Automotive (WIA) conference, I was often reminded of the NRF 2024 conference I was a part of, “NRF and STRATACACHE Present: What’s In Store For Retail Media Networks.” An entire day was dedicated to the world of in-store RMNs, where we discussed the extensive data we can collect through sensors and other methods. It was exciting to see and confirm that we’re already leveraging these techniques as a foundation of our business and data integration and approach to personalizing experiences.

As we continue to develop our solutions, advancements in one industry can benefit others. For example, self-serve kiosks and personalization features developed for Quick Service and Fast Casual Restaurants to suggest side dishes or specials can similarly be used in dealerships. Service and sales professionals can guide customers through their options to find exactly what they need for their cars. By advancing these solutions, we are building a foundation that benefits multiple industries, creating a versatile and extendable platform.

Q: As a consumer who is also a digital signage expert, what technology would you want to see when visiting a dealership?

A: I have two recent real-life examples that highlight the kind of technology I’d like to see:

1. Guided Purchase Assistance: When I bought my last car, I initially wanted a convertible sports car. However, considering my lifestyle and previous cars, an SUV was a better fit. A good friend who is a GM for an auto group asked me the right questions, guiding me to choose an SUV with a panoramic sunroof instead. This decision ultimately provided me with greater value and led to a $10K upsell. I love to see intelligent digital solutions that replicate this experience. Such technology guides customers through a series of questions to help them identify their ideal vehicle. This can be implemented as a tool for salespeople or service technicians during customer consultations, or as a self-service option for customers to use independently.
2. Enhanced Service Experience: I had a frustrating experience with my daughter’s car during a 75K mile service. Multiple mistakes were made, requiring three trips to the dealership and resulting in unauthorized services that the dealership had to cover. Additionally, we faced a 20-minute wait upon arrival to pick up the car. This could have been avoided with simple dashboards for the service team, ensuring accurate service and efficient customer interactions. Such technology would empower the dealership to provide a seamless and welcoming experience, enhancing overall customer satisfaction.

Q: Do you think with a high end purchase, consumers are more open to personalization? If so, to what extent?

A: Absolutely,with high-end purchases like cars, consumers are often more open to personalization to a significant extent. Personalization in this context goes beyond just customizing the features of the vehicle; it extends to the entire buying experience. High-end consumers expect tailored recommendations, exclusive offerings, and personalized services that cater to their specific preferences and needs. This level of personalization not only enhances the buying process but also strengthens the relationship between the consumer and the dealership or brand. It can influence decisions, build loyalty, and justify higher price points based on the perceived value and individualized attention received. Therefore, personalization plays a crucial role in satisfying the expectations and preferences of consumers making high-end purchases.

Q: What was your favorite aspect of the event?

A: My favorite aspect of the event was how deeply I got to know so many people. I started by quoting Subi Ghosh, and I’ll end by quoting her again. Subi talked about a group of friends and associates that she calls her “brain trust.” These are the people who set your brain on fire—who inspire and excite you in ways that make you the best you can be. That’s truly what I feel we all developed at this conference. I came knowing no one and left with what has become a “brain trust” tribe of many great friends and allies.

Shoptalk Europe is proving itself a hub of interesting conversations, enthusiastic questions and innovative potential answers.  The momentum for the in-store experience is clear with many recognizing the opportunities presented by a shopper offer that includes bricks and mortar. Over 80 per cent of grocery sales are still made in-store so the potential benefits of assisting shoppers well in the aisles are immense. It’s no wonder that brands and retailers are keen to get the in-store elements just right.

User generated experiences (UGE) is a topic that has risen a few times in conversations and meetings already — customers engaging with an in-store experience to create a solution or find products that are truly personalized based on the information provided at the point of interaction and possibly also including loyalty data.

Pardon the awkward word play but this could be ‘UGE for brands. For one, it seems to signal a move away from brands acting as a mix of Psychic/Genie – granting the wishes of customers before they even knew what they desire. Convenience is still a priority but with UGE the experience is far more collaborative, with the data shared done so deliberately with a clear goal in mind. Secondly, the data that a brand can get from an effective UGE is valuable. Potentially more detailed than what can be gathered from sales data alone, UGE responses can better inform personalized promotions and loyalty rewards (more on loyalty in a later blog) as well as, when collated, potentially identify new market gaps and opportunities.

At Scala we pride ourselves on captivating in-store experiences that work hard for brands, retailers and the customers they serve. We’ve helped brands create compelling in-store user generated experiences for years. What’s especially exciting for me is the way that these experiences play a role as part of a retail media network. I think they demonstrate why in-store retail media is far more than just an out of home offering. I touched on the differences between a DOOH and a retail media network in my presentation yesterday (thank you to the 300 odd of you that came along). If you’d like to learn more and are fortunate enough to be in Barcelona, then swing by G30 or contact us.

In partnership with Retail Technology Show, Scala welcomed 200 attendees to a day devoted to in-store retail media networks.

Tailor your messaging to your customers using sensor-based technology and customer profile data to increase sales and engagement.

2024 kicked off in a big way in both the US and EMEA regions with two huge trade shows — National Retail Federation’s Big Show (NRF) and Integrated Systems Europe (ISE).

NRF is back in full swing and was busier than ever this year. Let’s hear what the Scala team members had to…

The Scala EMEA team is getting ready to take their smart digital and sensor-based solutions to ISE…