O2 Czech Republic is running its marketing content on displays supported by Scala digital signage software. Scala partner Syntex handled the roll-out of this project. To catch the attention of anyone visiting the 150 O2 stores dotted around the Czech Republic, O2 is using its digital signage network to support national marketing initiatives during which the company’s ad campaigns run on in-store screens.
This successful digital signage initiative not only informs existing customers of offers but is also attracting new users to grow the company’s customer base. As part of the roll-out, campaign visuals, product information and special offers are displayed across 205 wall mounted screens, 32 of which are portrait-mode, and driven by 170 players.
To enable the easy creation and management of content on its digital signage network, O2 opted to deploy Scala Designer and Scala Content Manager as key components of the network. Scala Designer allows the fast creation of dynamic content for digital signage. Scala’s Content Manager reduces the complexity and the resources needed to control and maintain a network, through tools like template support, plan-based content distribution, timetables and playlists.
Networks can be managed from any location in the world over the internet. At O2, the marketing specialist team manages the network content centrally, while some content can be managed directly by store consultants who use pre-existing templates distributed as a message. All content is distributed over terrestrial IP, a solution that works well with O2’s own data network.
The Scala-supported digital signage network enables O2 to respond to local sales results and control what marketing communications are seen by customers, in any location, at any given time. Communications can be boosted immediately when and where they are needed, allowing the company to make ad-hoc offers, special deals or events available to customers in a specific location at a moment’s notice.
The company has already been able to track the success of digital signage-only initiatives by using passwords or codes directly linked to a location and offer. O2 is considering the possibility of connecting its POS database into the digital signage network for even more streamlining.
“Scala has delivered a great solution that allows us to quickly create and manage all content across our digital signage network,” said Ondrej Zeman, Retail Specialist – Indirect Marketing at O2. We can instantly react to current market needs and promote the appropriate products and services.”
