Canadian Retailer - Summer 2015 - 20

Advertorial

paRtnER MEssaGE Stratacache

Russell Young
SVP, Marketing and Creative Services

Services: Digital Signage, Content & Media Distribution, Caching & Acceleration

What product innovations for store
designers are you most excited about
right now?
There is a growing pursuit amongst retailers
for digital shelf-level activation - smartly
integrating technology in-line with the product to
communicate and engage with consumers. While
that is a great opportunity to surprise and delight
at the point of decision, you have to be smart
about how you do it. The experience needs to be
seamless and elegant as though it is a natural
part of the shopping experience. Additionally,
the continued evolution of the convergence of
mobile and digital signage is creating unique
opportunities for store designers. Enabling
seamless experiences between these two
complementary technologies is becoming much
more prevalent in today's store environment.

How can STRATACACHE help retailers
and brands?
It's an old cliché, but by enabling retailers and
brands to engage consumers with the Right
Message at the Right Time. The ability to be in the
right place along the store journey with a wide
variety of touchpoints that communicate with
and assist the consumer based on their personal
preference to engage and share.

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canadian REtailER | Summer 2015

How has your business evolved to meet
the changing needs of retailers?
From a technology perspective, we've kept
our eye on rising technologies that we felt
would overcome the Trough of Disillusionment
and become key components of consumer
engagement and future technology pillars. By
embracing and integrating these technologies
into our core suite of products we have been able
to stay ahead of the game allowing our clients
to operate efﬁciently with scale. In addition, we
have grown our business to include a creative
services team for our clients who prefer to
minimize the amount of partners required to
efﬁciently fulﬁll on the promise behind the
technology.

What is the most challenging aspect of
successfully merging technology with
store design?
The most challenging aspect of successfully
integrating technology with store design is to
ensure that form follows function. This holds true
not only from a physical perspective, but also in
the manner by which the technology is intended
to connect with the consumer. When displays are
hung in random locations with cables and inputs
exposed, the technology interrupts the space and

creates a visually unappealing zone that distracts
from what could be an impactful message. In
that same vein, an elegantly integrated display
is completely ineffective when the message
or interaction is not on point for the consumer
at that stage of the journey. Technology
implementations should be experience-led with a
customer ﬁrst focus.

How do you see in-store technology
evolving over the next few years?
We are very excited about innovations in
platforms that are designed from the very
beginning to bridge that physical/digital
intersection. Technologies like interactive
window displays, curbside pickup/notification
services and the shelf-level activation
technology we discussed previously will
soon become commonplace in retail. Digital
signage isn't just for point-of-sale promotion
any more. There are more ways than ever to
integrate digital signage technology into your
locations in ways that are more helpful for
your customers. The critical aspect for in-store
technology will lie with the ability to personalize
the experiences. When technology can be used to
"Know-me & Serve-me" in a private, non-intrusive
way, it feels most natural.

* 2 Riverplace, Suite 100 Dayton, OH 45405

www.stratacache.com
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Canadian Retailer - Summer 2015

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2015
