What is the most representative way to measure the impact of a digital signage deployment?”
For American Eagle’s retail locations, we generally only put video walls in our Flagship locations. Usually, it is just some extra flair for the location to enhance the brand experience. Along with most retailers, I think it is really not easy to get an ROI for adding screens to a store if they are only being used for playback. We’ve been experimenting with more of an interactive solution where an associate can walk through a shopping experience with a customer and find different looks and then get them from the floor for them to look at.
We have tried to put a video wall in the front of the store to see if there is any lift in business and do a before and after comparison, but generally, that goes along with a store refresh or remodel that would bring a lift in business anyway.