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Digital Signage Content Management System Drives Retail Marketing Success

by Jasdeep Kohli

Digital Signage Content Management System Drives Retail Marketing Success

by Jasdeep Kohli

The digital revolution has drastically changed the retail landscape over the past few years. Increasingly, digital devices are shaping the shopping journey of customers, and merely taking advantage of an e-commerce platform will no longer suffice for retailers.

Today, the primary challenge that retailers face is not simply finding and integrating the right technology but utilising it to build a successful retail experience. Digital signage for retail has become an essential component of the omnichannel customer journey, integrating digital and online experiences with retail brands.

Previously, we talked about a digital signage content management system as one of the major elements of every digital signage network. Ahead, we explain the importance of a content management system (CMS) and how it can help retailers (especially large-scale ones) to streamline operations, increase efficiency and ensure the success of their in-store marketing campaigns.

Scala CMS

Benefits of a Content Management System

A digital signage content management system unlocks real-time marketing while being user-friendly and cost-effective. It offers functionalities such as flexible playlists, multi-channel support, workgroup and player management, and maintenance schedule.

Here are several benefits that a digital signage content management system offers.

Remote Management

The most significant advantage of a content management system is the ability to enable remote content management and scheduling for multiple screens. Retailers can easily control the content across numerous screens at the click of a button without physically visiting the store, minimising hassle and promoting efficiency.

Workgroup and Player Management

Easily manage access to content so that only the messages meant for each department are viewed. At the same time, seamlessly rollout unique content at specific locations and times by organising players based on criteria (geography, demographics, etc), selecting content to play and setting playback options.

Support Complex Networks

Networks with 100 or more locations require more sophisticated organisational features to support personalisation and greater complexity while maintaining ease of use. A robust content management system enables effective delivery of personalised messages and context-specific content alongside generic content.

Monitor Playback

A content management system centrally controls the digital signage network and provides a playback report that identifies the duration and number of times an advertisement is played per player and location. This report offers valuable insights and helps marketing teams to track the effectiveness of marketing campaigns.

Easy Maintenance

A digital signage content management system reduces downtime and boosts productivity as it eliminates the need to make onsite visits to identify issues whenever a technical error occurs. The software can perform a diagnosis remotely after retrieving and analysing the technical data.


Retail digital signage helps retailers to enhance the customer experience, increase engagement and drive purchase conversions. To ensure the success of your retail marketing efforts, it is not only critical to leverage a great digital signage network, but also equally important to partner with a reliable team to ensure optimal round-the-clock support.

Scala brings over 30 years of experience in empowering leading global brands in their digital transformation journey. The Scala platform is trusted worldwide and is stable, scalable and infinitely customisable.

Find out more about Scala’s content management system and digital signage solutions for retail.

About the Author:

Jasdeep Kohli, Vice President Marketing – APAC at STRATACACHE/SCALA, leads the spectrum of marketing initiatives across the Asia-Pacific region, which include, product marketing, brand, events, business planning, communications and market research. With extensive cross-disciplinary expertise in marketing, branding and management, he has been a key driver in raising the brand visibility and elevating the market leadership of STRATACACHE & SCALA in APAC. His passion for retail marketing and customer experience drives him to develop innovative and customer-focused approaches to business opportunities.

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