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

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

Getting stores to recapture the customer's attention is the biggest challenge facing the retail market. And this, as explained by Jorge Mira, Creative Director of Scala, in DEM 2016 It is achieved by "changing the way we act at the point of sale, establishing an interconnection between all channels. 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 speech, Jorge Mira gave as an example the case of Google, which 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, amplifying experiences".

It 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 to amplify experiences, which is the same concept that underpins Sacla's solutions. Tools that seek to make the customer fall in love again, build brand loyalty".

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