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Retail Top 100 2012, No. 29: Digital signage

December 16, 2012

Presented with so many attractive buying options, consumers often gravitate toward the lowest price, which they usually find online. Thus, retailers have been searching for new engagement strategies, such as interactive digital signage. By displaying targeted eye-catching content that can easily be customized according to the context and the audience, digital signage is helping brick-and-mortar retailers attract — and hold — the attention of the same customers that many feared were just stopping in to check prices before making an online purchase. Described by one retailer as being “like having a giant smartphone in your store,” interactive digital signage delivers some of the online world’s most appealing capabilities and functions in a real-world environment, replete with attentive sales associates.

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