In 2019, a new generation of consumers has developed a preference for brick-and-mortar stores. Now, retailers are investing in smarter in-store technologies, and digital signage is at the forefront. Digital signage allows retailers to move beyond passive content to produce positive reactions and additional value for customers. As retailers develop content for personalization and interactivity, digital signage becomes an essential part of a multichannel customer journey that connects digital and offline experiences with retail brands.
Instead of advertising, marketing, or static display, digital signage has become both interactive and entertaining. For some retailers, it is already an integral part of the shopping experience. But for others, digital signage adoption, successful content execution, and integration with physical stores present challenges that are hurting their competitive advantage.
In this report, we provide key insights into the instore competitive environment in terms of retail strategy and maturity with digital signage. We share direct feedback from retailers themselves about their outlook for technology through 2021.
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