News

Comosoft taps digital signage and mobile for in-store marketing

Comosoft Inc. recently announced the development of two new point-of-sale technologies for high-volume multichannel marketers: in-store digital signage and location-based services.

September 29, 2014

Comosoft Inc. recently announced the development of two new point-of-sale technologies for high-volume multichannel marketers: in-store digital signage and location-based services.

Comosoft's new applications, LAGO Screens and LAGO Locations, were developed in collaboration with software developer Accodia and are designed to provide centralized management of in-store product promotions, including the ability to publish special offers in real time, provide location relevant coupons and promotional messages and deliver in-store navigation directly to the digital devices of consumers, according to the company announcement.

The German-based Comosoft, which has a North American headquarters in Frisco, Texas, said it develops multichannel media production software for major product marketers, retailers and marketing services agencies engaging in multichannel product marketing. Comosoft's signature software, LAGO4, drives planning, creation and management of multichannel marketing and product promotions from a single data source throughout the enterprise. It has more than 7,000 daily users worldwide, the company said.

LAGO Screens syncs directly to Comosoft's LAGO4 Product Information Management database to allow marketing managers to simply drag and drop promotional deals and special offers directly into digital advertising spaces such as in-store TV screens and kiosks. Digital promotions can be updated at the touch of a button, making in-store advertising easier and more directly coordinated with all other marketing channels. The app also helps marketing managers ensure compliance from each branch, affiliate or franchise store location.

LAGO Locations utilizes WI-FI technology to help consumers navigate through the store, find products easier and receive location-based product suggestions. The app is integrated directly with the retailer's website to eliminate the need for downloading or installation, allowing shoppers to browse the retailer's website on their mobile device for an enhanced shopping experience while in the store. 

In addition to enhancing the consumer's shopping experience, Comosoft executives believe LAGO Locations will deliver unlimited added value to retail store strategy, layout and design. For example, one specific LAGO Locations configuration enables retailers to analyze the actual route consumers take through the store to evaluate ideal placement for special offers and product promotions.

According to Comosoft President Randy Evans, both LAGO Screens and LAGO Locations are currently testing well in European grocery store chain Edeka Meyer. He said in the announcement that increasing product turnover, and ultimately sales, serve as the main driver of these new technologies.

"Edeka Meyer is a real leader in point-of-sales marketing," Evans said. "In their digitalized stores, customers can navigate with their smartphones, browse flyers or get the latest promotions on TV screens right there in the store while shopping. As a result, they're reporting several advantages with our new in-store digital system.

"Edeka is able to edit messages and update them instantaneously, make short-term adjustments to market changes, and lower overhead and logistical costs associated with traditional in-store marketing methods. And they're doing it all — multichannel media production, planning and in-store digital signage — from one centralized system."