Day one at NRF 2016: the power of digital signage

Day one at NRF 2016: the power of digital signage

When it comes to annual shows for e-merchants, the National Retail Federation (NRF) appears to be the most expected one. Well-known for debuting new stunning concepts, it usually confirms few promising trends to watch for. In 2016, the digital signage is definitely part of them. Defined as “a network of digital displays that are centrally managed and addressable for targeted information, entertainment, merchandising and advertisement”, digital signage is taking a prominent place in stores so that there is no longer any question of confronting them and digital: they must work hand-in-hand. Lucie Buisson, Content Square’s Product Manager, shares her first impressions from NRF in New York about the digital signage industry momentum.

The digital signage strengthens in-store user experience

Drink dispenser

Drink dispenser in a connected store

Thanks to the digital revolution, overall RFID chips, facial recognition tools, and Wi-fi availability for customers in stores have provided a huge mass of data.

While tracking the customer’s journey has become the new milestone to understand their behaviours, digital signage furthers user experience by suggesting real-time data on product availability or consumer reviews shared on social media.

Compared to static signage, digital signage enables customers using their smartphones to get the information they need and thus bring aspects of the online world to the store. According to a Google study, 82% of smartphone users consult their phones while they are in a store to influence a purchase decision.

Retailers rely on digital signage to boost interconnected customers experiences

rebecca minkof_ralph lauren

Interactive fitting rooms in Ralph Lauren’s stores

Relying on a 31% increase in overall sales volume, many brands have made digital signage innovations as a top priority. From digital tablets to smart fitting rooms displayed in mass markets to personal shoppers perfectly informed on customers’ expectations in premium stores, retailers are using digital displays in innovative ways.

This trend is leading the digital signage industry boom.  By 2020, it could represent a $20 million industry. Interactive retail solutions delivered by IMPINJ, the leading provider of RAIN RFID technologies, are already available enabling customers to get any information on items thanks to a Pixel Wall.

The digital signage is probably one of the major trends that will likely be the new standard. It could strive to solve business challenges as well as a better customer experience.


Authored by: Colette Alcaraz