“The point of sale must change its way of acting, building customer loyalty with the brand”, Jorge Mira de Scala

In his speech at DEM 2016, The creative director has shown the way in which the point of sale must be transformed to attract the customer. And this is achieved by offering new experiences that allow you to interact with the environment., establishing an interconnection between all channels.

Getting stores to once again capture customer attention is the biggest challenge facing the retail market.. and this, as explained by Jorge Mira, creative director of Scala, a DEM 2016 is achieved by “changing the way of acting at the point of sale, establishing an interconnection between all channels. We must improve the customer satisfaction experience. Personalization, interconnection is the key”.

To respond to these challenges, we must get people to interact with the environment., who have sensory experiences. “We want customers to buy a brand and not a product and this is achieved with experiences”.

In his intervention Jorge Mira gave as an example the case of Google that has created 'the non-store' whose objective in the establishment is not to sell there but to redirect the customer to the online world "reconquering the user by amplifying experiences.".

This is a store where visual elements prevail., dynamic tools that capture the customer's attention and “invite” them to interact with the environment. “What they have done at Google is amplify experiences, which is the same concept that underlies Sacla's solutions.. Some tools that seek to make the client fall in love again, build loyalty with the brand”.

In the room where the conferences organized by Caverin/Econocom at your DEM event 2016, Different Scala solutions were presented that advocated interactivity and cross-platform orientation..