Putting your product pots and pans in context tends to be a good thing at most trade shows, but that’s particularly so when it comes to things like retail. So Scala is, I think, making a sharp move with the Digitally Connected Store it’s “opening” on the floor of next week’s National Retail Federation show in New York.
The software company’s booth will stitch together a number of different technologies, and are wisely including some buzz-worthy stuff like Bluetooth Low Energy messaging transmitters.
The pots and pans, says a release, will include:
Geo-location technology: Bluetooth Low Energy (BLE) technologies such as Apple’s iBeacon and other Near-Field Communication (NFC) systems enable marketers to detect a customer’s presence within the store and deliver personalized, contextual and timely experiences to those customers.
Mobile integration: Mobile devices and mobile apps have introduced the world to an unprecedented level of personalized engagement. A growing number of consumers carry devices within the store, which allows retailers to provide a greater experience within the store that was once only achievable online.
Digital Screens: Integrating Point-of-Sale (POS) and Customer Relationship Management (CRM) systems, Scala can create dynamically generated content on all in-store screens such as electronic shelf labels, display monitors, and assisted selling devices.
Scala Advanced Analytics: Scala Advanced Analytics combs through data to find patterns and suggest optimized content for all of the touch points in the physical store. Depending on the customer’s data, a price change or relevant messaging can be dynamically displayed for stronger engagement. Scala Advanced Analytics is an iterative learning cycle that continuously improves and adapts based on trends and patterns in the data.
Gesture Control: Progressing from the touch screens and displays that we’re accustomed to using, Gesture Control provides a fun, futuristic shopping experience. Customers can interact with digital displays featuring their favorite products by simply moving their hands.
Editor: Never seen anyone demo a good rationale for gesture, other wow factor followed by frustration and boredom, but …
The company will also be showing off its partner work with Shuttle, Microsoft and Samsung, via its Smart Signage platform.
Scala is at booth at #750 at what is called the Big Show.
Dave Haynes is the founder and editor of the Sixteen:Nine blog. He is a well-known figure in the digital signage and Digital Out Of Home sectors and runs a pair of companies, The Preset Group and pressDOOH.