“With the growth of online shopping, how can digital signage evolve in customer- facing environments and impact the shopping experience?”
Over the past several years, retailers have improved the way they communicate with their customers inside the store through the use of digital signage. With the growing impact of on-line shopping, it has forced them to re-think their merchandising strategies. Digital signage has always been that great complementary medium that allows retailers to align their in-store activities with what is taking place online. For example, it can be efficient to incorporate real-time product information into an in-store campaign alerting customers to additional selections found on-line. Beyond promotions and creative merchandising, digital signage should be seen as an opportunity to reinforce the significance of the brand, reinforcing brand equity. Highlighting the quality/value of the brand is often overlooked inside the store. This is another area in which retailers can take advantage of the medium to establish brand loyalty. As retailers continue to rethink how they communicate in-store, digital signage will continue to play that roll of bridging the gap between online and offline shopping.