Whether it’s in a hotel, shopping mall, airport or restaurant, digital signage continues to evolve by offering more than the traditional static message boards that we used see. Many years back, there was a common belief that online sales would replace brick-and-mortar selling. However that has not happened yet. As online business continue growing, but the value of an in-store experience is still as critical.
Digital signage has gone through several stages of evolution. Early signage focused on delivering information over a TV display. Digital signs could be updated quickly based on variables such as time of day and customized to a region or specific location.
Digital signage has advanced far beyond simply replacing posters with LCD screens into a core component of a sound retail strategy. Forward-looking retailers have linked their print, TV, billboard and Web messaging, created a social media presence, and put mobile solutions in place. Now, they are building digital in-store experiences, further driving the evolution of digital signage.
As prices of the development and equipment improved, the next evolution occurred. The introduction of interactivity turned the digital sign into video walls or kiosks which enabled retailers to provide a higher level of customer service. Now they had a dynamic and interactive option that could be deployed at their stores.
Last but not least, the consumer electronics industry started using digital signage as a customer engagement tool, making it central to the build customer experience. Now the digital in-store experience involves the shopper through mobile devices, by integrating social media and by creating an experience that entices the shopper into the retailer’s store.