Why do you think we’ve seen an increase in focusing on displays and hardware rather than concepts and communication?
One factor is cost of entry. Everyone can play in this game now that the price of the hardware has come down compared to what it used to be. During the early adoption of digital signage, the big box stores were the pioneers that introduced us to the “in-store” digital signage promotions. Fast-forward to today with your small boutique storefronts that have digital signal window displays that grab potential customer’s attention. When competing for the customer’s attention, the retailers have to use every tactic possible to achieve that goal.