“We are one of the best positioned companies in AV settings in Spain”, Marcos Servera

In celebration of its twenty-five years in the international musical and audiovisual setting market, Marcos Servera, you are director of Xenox Spain, value for Digital AV Magazine the solid track record of the subsidiary as it completes a decade of providing AV and sensory marketing solutions, as well as its growth and future strategy.

After ten years in the Spanish market, What is the current positioning of Xenox in Spain and what is the growth line to follow in the short term?

After more than twenty-five years working internationally and ten with an office in Spain, a día de hoy nos consideramos una de las empresas mejor posicionadas en el sector de la ambientación audiovisual; without leaving aside sensory marketing services, consulting and AV system projects and installations that we offer.

In the last two years we have signed with very recognized brands, nationally and internationally, like Inditex, Group Day, Eroski Group, Meliá Hotels Int; Sanitas, McDonald’s, Grupo Eatout, Pronovias, C&A, inter alia. Our growth forecast will closely follow the line of recent years: strengthen the relationship with our clients, improve in services, invest in R+D+i, expand market and international expansion.

Retail and hospitality are the sectors that most demand integrated sensory marketing and AV solutions to improve customer experience and service. How would you define acceptance of this proposal?, and specifically Xenox, in the Spanish market?

Improving the shopping and service experience through our products and senses is the goal we all have today.. Customers are becoming more demanding every day and value every detail., service and product that helps them improve their experience. At Xenox we offer solutions of all kinds, whether it is a personalized musical setting service with communication through commercial or informative spots; olfactory setting systems and even the most complete and interactive communication and audiovisual setting.

Today our clients see that digital communication, audiovisual setting and sensory marketing help increase sales, strengthen your brand and make your clients want to repeat the experience in their businesses. I would say that the acceptance is very positive.

Which sectors should also take advantage of the potential that these technologies provide and what is their offer to expand and diversify the market??

The music, Well-crafted smells and images are the perfect tool to communicate with your clients. Getting a customer into an establishment, whatever the sector, and with your eyes closed manage to guess where you are is Xenox's number one objective. with a smell, a unique sound, colors, videos and sensations, The purchasing experience is increased to very high levels that the customer will rarely forget and will want to repeat..

Digital marketing solutions have been acquiring a relevant role in vertical markets such as those mentioned, What is its difference compared to other business proposals??

Xenox brings unique experience and technology, since all our equipment has been developed one hundred percent by our own R&D&i department and is entirely manufactured in Holland. This allows us not to depend on anyone when it comes to evolving and to have a very familiar relationship with our clients., knowing first-hand your needs.

Reservamos una parte muy importante de nuestras ganancias al estudio y la evolución tecnológica. We are aware that manufacturing in other countries, How can China be?, It would greatly reduce our expenses., but the security that being present in each process gives us guarantees that the service to our clients will always be the best..

And are they not contemplating reaching associations or mergers with AV companies?, mainly screens and displays for digital signage and digital signage, as other companies have done recently?

Xenox's philosophy is to create and develop our software and hardware and that our equipment and services are compatible with each other.. We have done some cooperation at some point, but depend on seconds, in many cases, It doesn't let you advance at the pace you would like and we have preferred to be the ones who set the times and prioritize according to the needs of our clients..

What advantages does your AV management system provide and with which companies and clients have you carried out projects in this regard??

All our teams have in common the possibility of being managed from a single platform, XMS, which allows both music and video to be worked in a very coordinated way. One of the advantages of manufacturing directly is that we are very competitive in price, and this has helped us work with many clients.

One of its hallmarks is innovation, What is the next advance that you will present in sensory marketing and musical setting??

We are about to launch Selector and, following the line of improving the shopping experience, we have created an application, only compatible with our equipment, so that the user can interact with the music when they are in some of our clients' premises. The application will give access to the playlist of the location where you are (a bar, gym, hotel, store…) and it will allow you to vote for the songs you like, giving them priority when they ring.

We give users of this app the option to be part of that experience and, both, we get all kinds of statistics and clues about the type of music our clients like. Al poder darse de alta a través de cualquier red social, The information that comes to us from the user who visits our clients' businesses is very valuable. (age, sex, time, tastes, etc). We are working to incorporate into 2017 servicios beacons, analytics and facial recognition.

And in terms of economic forecasts and expansion??

Working with international brands like the ones I mentioned before requires us to provide service all over the world.. Xenox has its own offices in Spain, Netherlands, Italia, Austria, Germany and, in project, in Russia, and for the rest we work with several international partners that allow us, For example, change equipment that may be damaged 48 hours anywhere in the world.