Retailers in the past have flirted with the idea of dynamic signage -the electronic display if in-store advertising and merchandising. However they have often used it as a standalone tool and the results have been mostly disappointing. Still, uses of electronic signage are common and becoming more so every day. Typical examples include coordinating special offers from newspapers with on-screen in-store messages; in-store TVs to promote new products; digital menu boards in fast food restaurants to drive sales; plasma screens at supermarket deli counters and as electronic notice boards in doctors' waiting rooms and in retail banks.
But what if retailers were able to seize a genuine opportunity to provide a 'straight through' digital solution for shoppers that connects the creation of advertising, market and promotions, their personalized deployment, inventory insight, point of sale and customer relationship management? Imagine how that would change the world of retailing!
