Numerous hardware suppliers were present, as well as local distributors of the “Scala solution”*, enabling a unique two-way information flow, promoting a higher level of understanding between all those involved in the sales chain.

Numerous speakers at the conference included Scala CEO, Gerard Bucas as well as Oscar Elizaga, VP EMEA and Truls Baklid – VP Nordic. Highly educational and informative sessions included “PROactive Merchandising”, by Catherine Moore – Director – International Sales, TrumediaTechnologies; “InStore TV – The Challenges Ahead” by Michael Nuppenau, CEO – Nuppenau ApS; “diVA, Creating immersive, responsive environments” by Shaun Mavronicolas of 2C Visual Communications; and “Market Approaches to screen media networks” by David Williams, Chairman, IQ Digital Media Networks.

The Keynote speaker was Steven Keith Platt of the Platt Retail Institute who spoke of “Building Brand Equity with Digital Signage”. US-based Platt is renowned for his market intelligence and is called upon as a speaker – a kind of “Digital Signage Guru”.

Platt underlined the essential essence of brand equity: “Because a strong brand can affect the customer buying process, motivate repeat visits and purchases, build loyalty, and enable a retailer to charge higher prices... According to a McKinsey study: “consumers make more frequent visits, check out larger than average shopping baskets, or pay price premiums at the stores of brands they perceive as strong. With lots of retailers competing for customers, it is the customer store experience that dictates why we shop and are loyal to a particular retailer. It is the reason why marketing at-retail is so critical.”

He raised a smile or two, quipping, “Americans are truly in a class by themselves when it comes to selling things to people they have absolutely no use for!” With a less than flattering photo of US President George Bush, he explained, “According to another American, you know what the secret to being a great marketer is honesty. That’s right... Honesty... because if you can fake that, you're in!”