DS for Book Stores

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When a Norwegian bookstore chain wanted to update its brand and implement new technology, they decided to adopt digital signage. Libris is a national bookstore chain owned by NorgesGruppen and operating 127 stores in Norway.  As one of the first bookstore chains in Norway to do so, Libris would be able to promote its products and services with more impact and respond more quickly to customer needs.
 
NorgesGruppen was already successfully using Scala software at several other chains including Kiwi, Spar, Mix and Meny, so Scala was an obvious vendor choice for them. In addition, Libris was already working with Scala Certified Partner Capella Media for content production and playlist management.
 
Adding digital signage was part of Libris’s initiative to upgrade its overall store design, as they believed that a digital signage network would raise the stores’ profile and present a more upmarket image. Libris has already installed screens in 85 stores, and expects to install another 40 by the summer. All stores have one screen located behind the counter, except for the largest store in Oslo, which has three screens.
 
Libris uses one main channel to display its campaign messages, which include corporate branding ads and promotions from various publishers, as well as information about their book club. The digital signage network lets Libris communicate campaigns more efficiently. For example, they can easily combine in-store promotions with offers promoted through direct mail. They can also communicate with shoppers while they are standing in line or browsing in the store – times when they are most receptive to store promotions.
 
Kari Andreassen, campaign manager at Libris, told us a bit about the solution, “We are now able to rapidly update our messages for all the stores. The Scala software is flexible, stable and dynamic, our three most important criteria. Although the technology is relatively new, the project has gone smoothly with no major problems. NorgesGruppen has broad competence in this field and has been very receptive to our ideas, while Capella Media, which produced the content, has helped us communicate a solid, well-conceived message for this new channel right from the start.”
 
Libris has already received positive feedback on their new communication channel. The screens are attention grabbing and the customers’ experience is very positive. The owners of the bookstores are all very satisfied, as the digital signage gives them an extra push to pay attention to upcoming campaigns and be prepared in the store.
 
“Early on we experienced the sell-out of a book we displayed on the screen, so that immediately gave us belief in this channel,” added Andreassen.
 
Future plans for the network are to add more screens in the stores that currently only have one, and to adjust the content for local audiences. Today, only the store in Oslo features locally targeted content. Some stores have already requested this capability, and have provided many ideas for this. Libris is working on adjustable content for local consumers while preserving a uniform image and creating messaging with strict content quality standards.
 
Hot Off the Press
 
Scala recently announced its new Scala Release 5.1 software to support their end users operating digital signage networks on Windows 7. Scala Designer, Content Manager, Player, Broadcast Server, Bridge Server and Ad Manager are now compatible with Windows 7.
 
Scala Release 5.1 includes close to 100 new transition effects and a new user interface for choosing them. It also provides a list of the most recently selected transitions. The new ‘Transition Visualizer’ shows the user a real-time preview of the effects as they are selected.
 
Scala has also improved its built-in template support to allow users to select an audio file in a templated message. Release 5.1 also features improved Web services for real-time data integration of playlogs with third-party systems and JPEG thumbnails of any media item or message in any resolution. Player Disk Space Management has also been added to support the new class of low-cost, solid-state players, such as those built into many of the newest Samsung LCD monitors. Release 5.1 is expected to ship before the end of Q1.
 
“The flexibility of Scala software makes it an ideal component of virtually any type of dynamic digital signage network,” said Robert Koolen, President of Scala. “With Scala 5.1, we can provide end users with a more robust software solution that is compatible with the latest Windows technology for seamless digital signage development and management.”