Pixel Inspiration utilized the robust hardware and software solutions from Scala to create a dynamic and reliable digital signage installation for seven Argos locations. Using the Scala Content Manager and Scala Player, the digital signage solution means that pricing and product promotions can be changed easily as required with automatic playlists updated as product stock levels change.
Making the most of the existing Argos APIs, the Scala CMS queries those APIs, retrieving the details of products chosen for promotion to ensure promoted products are in stock. Products set for promotion can be easily selected by use of a valid SKU number which then triggers the system to automatically create, distribute and play a relevant promotional message.
The digital deployment also sees tablet-based, in-store product browsers replacing print catalogues. There is also the addition of a 60-second fast-track collection service alongside free in-store Wi-Fi.
The highly scalable digital signage network, features a large number of screens, typically arranged to form several 2x2 videowalls with content directed not only at in-store customers but also at click-and-collect customers and outdoor pedestrian traffic.
Based on their position in the store, customer messaging is targeted at specific videowalls with one screen always dedicated to welcoming customers into the store and introducing the staff on duty. Displays around the perimeter of the ‘customer browsing zone’ typically feature product promotions with different product categories targeted at different zones. This way relevant content is shown to the customer across all stages of their in-store customer journey.
In addition, the payment and collection points are supported by up to 16 more displays, arranged over two video walls. Argos uses these video walls for flexible branding: each till can be branded as a customer collection point or a ‘fast-track collections’ area at the touch of a button. The company’s Twitter and Facebook feeds can be directed to screens, which provides additional content for customers, and each store is linked to the local weather station, which enables Argos to promote weather-related products on-screen as appropriate.
To create additional sales and promotional opportunities, Argos can execute a store-wide content takeover. During these in-store events, a single brand advert or promotional message runs simultaneously across all in-store screens for maximum impact.