Dynamic Interactivity Powers Digital Signage in Retail Spaces

By Joey Davis
Managing Editor
Today's dynamic retail environment makes traditional signage a bad investment since it needs to be replaced frequently and struggles to capture consumers' attention compared to digital signage. Displays are proving particularly effective for grabbing consumers' attention, and here are several reasons for this:

Digital signage content can be customized and altered remotely, while traditional signage requires on-site updating and replacement. In addition, content management systems can be integrated across an ever-expanding range of platforms, and as technology advances, they will become even more powerful and flexible. 

With the ability to control content remotely, marketers will enjoy a remarkable improvement in flexibility and keep consumers interested in a store's brand and products in real-time. The capability to manage digital signage by mobile devices is an invaluable tool for keeping signage current.

Digital signage solutions have another significant advantage over static signs: dynamic interactivity. Think about it. Consumers can only view static signage. They aren't able to participate in any way, so eventually, it is ignored. Retailers using digital signage allow customers to interact with the sign's message, taking an active role in their consumer experience. Built-in cameras and sensors can identify a consumer's age, gender, and emotion, triggering relevant content they can interact with instantaneously.

Engaging consumers requires them to be able to interact directly with the content in front of them. Although all digital signage solutions do not have touchscreens, this isn't necessarily a limitation. Using mobile interactions instead of touch is a trending way to engage consumers. After all, everyone owns a smartphone, and marketers are increasingly using displays to take advantage of this fact.

Digital displays are booming, but without great content, they are useless. Adapting to the potential of digital signage requires businesses to develop content strategies. Digital displays are increasingly manageable, customizable, and interactive, revolutionizing the retail space.

Joey Davis
AVIXA, Managing Editor

Joey is a seasoned content and marketing professional with over 15 years of progressive experience in fast-paced digital media environments. The 2019 TAG Marketing Innovator of the Year recipient, he specializes in web content development, marketing strategy, writing, and graphic design.