Scala Advanced Analytics helps LCS make its digital signage strategy more effective

Last Call Studio has optimized the results of the digital signage implementation it has carried out in its Rockville store, composed of nine vertical screens of 46 inches, gracias a Scala Advanced Analytics.

The Last Call Studio fashion store (LCS), off-price brand from Neiman Marcus, was looking for a digital signage solution that would improve its in-store experience, but before implementing it in all the chain's stores, it wanted to make sure that the investment was truly effective..

This is why it decided to start by carrying out an implementation in the Rockville store where it has installed nine screens. These displays in portrait format 46 inches each were located, three by three, in the sales departments of women's dresses, bags and shoes. To analyze its impact, LCS turned to the solution Scala Advanced Analytics that studied the Key Performance Indicator (conversion rate) of sales and traffic for four weeks.

The results obtained revealed that the products displayed in the digital advertisements encouraged customers to want to see them., try them and, many times, led to the purchase. Besides, Of special importance was the frequency with which they were displayed..

The monitoring carried out by Scala also showed that customers paid special attention to the images of the products and then searched for them in the establishment. If an item was displayed that they could not find inside the store, customers became frustrated. However, when a dress, a specific model, was displayed repeatedly on the screens, this one sold out quickly, while before launching this digital advertising, sales had been below average. When it was possible to align the digital content with the inventory offered in the store, the results were very positive with an increase in sales of a 30%.

After this first experience, LCS has moved this digital signage strategy to a second store in Dallas and the results have been similar to those achieved in Rockville.

By leveraging analytics to improve results, Scala helped LCS boost its sales results thanks to digital media. In general, It was found that displaying relevant messages with sufficient frequency creates a positive in-store experience and helps increase sales.