Philadelphia-based Scala Inc. announced a new, cloud-based predictive digital signage application: Scala Advanced Analytics.
The contemporary relationship between retailer and shopper is not quite as monogamous as it has been in eras past. Today, many consumers consult mobile communications devices as they navigate stores. Most shoppers do at least some portion of their product snooping before they even leave the comfort of pajamas and their desktop computer. Customers have access to an ever-proliferating amount of information sources vying with each other for attention.
For this reason, one of the most poisonous decisions a retailer can make is to fixate exclusively on a singular platform for advertising media. On its own, digital signage represents only one amongst a variety tools a retailer must apply in unison in order to communicate with a sophisticated, contemporary consumer. For this reason, Advanced Analytics integrates custom signage output with consumer-interactive kiosks that direct attention between each other.
Advanced Analytics understands that each potential buyer who enters a store does so with their own, individual set of dispositions and needs. The program generates the custom-tailored content required to cut through a high-stimulus, distraction-laden space. It takes sales statistics, changes in price and even weather into account in order to anticipate and re-direct consumer behavior.
Scala's system pays attention to customers and caters to the changing needs of retailers as well. As a system administrator, you can influence and alter signage output in order to focus on a particular objective. For example, you can tell Advanced Analytics to generate signage that concentrates on particular in-store promotions, directs customer attention toward a specific product, or guides them away from others that are out-of-stock at a particular moment.
The final piece to the puzzle is that Advanced Analytics “learns” from your store’s successes and failures. When certain techniques work, it remembers; when others fail, it remembers that as well. Using this information, the system perpetually hones and acclimates its own techniques and recommendations.
Edited by Jennifer Russell