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What’s New In Retail Digital Signage

They call it the last three feet; I like to call it the moment of truth. It’s the instant when the shopper decides whether or not to put your product in their basket. It’s also what the In-Store Marketing Expo, held this week in Chicago, calls ‘shopper marketing‘ and it’s changing faster than many retailers would like to admit.

Wandering the exhibit hall, which can feel like sleepwalking through a Las Vegas casino without the constant ping of the slot machines, is to immerse your self in brash POP displays, custom counter-wraps, moulded plastic display stands, 360 degree spinning shopping-cart wheels and the like – the real nuts and bolts of retailing. But, pleasant as these distractions are, I’m here to check out what’s new in retail digital signage – and it’s quite a bit it seems.

There’s less foot-traffic than in years gone past, but I’m encouraged by  some of the innovative thinking on show, in particular: –

On the seminars front, slim pickings on the digital side of things save a very well attended presentation by Catapult Marketing [5]’s Peter Cloutier and Jason Katz. These guys get the 360 digital marketing concept – surround the customer from on-line to the check-out line. Jason made a great point that digital shopper marketing is not just about creating a sticky web page any more. Retailers need to think bigger, develop mobile coupons, mobile web-sites, form brand alliances with vendors that have great content and then converge it all in the store with digital screens to help close the sale. Can’t argue with that.

So, who’s next? That was the question on my mind as I took this all in. Which retailer is brave enough to invest in a full in-store network in this economy? Walmart’s leading the way with the Smart Network, but no one else seems eager to follow in their giant footsteps right now. The Smart Network’s been running for a year and advertisers have been eagerly awaiting the results.

I attended the grand unveiling with DSIQ, Walmart and Coca Cola in an afternoon session – the results, they promise, are phenomenal.  And we’ll bring them to you first, right here on the DailyDOOH, later today.