Digital Signage: An Omni-Channel Enabler

By Matt Pillar, chief editor

August 2013 Integrated Solutions For Retailers

Nothing brings your digital channels to the store as effectively as kiosks and digital signs.

We asked Paula Polei, director of marketing for STRATACACHE, about new roles for digital signs and kiosks in cross-channel retail.

As holiday planning begins, what should retailers be doing regarding digital signage to maximize their holiday promotions and events?

Polei: Today’s consumers want their shopping expectations met using all retail touch points — in-store, digital signage, online, mobile, and social media. As the holidays approach, digital signage plays a crucial role in the “endless aisle” experience consumers yearn for. Retailers must incorporate their e-commerce capabilities in-store so consumers don’t walk out of the store empty-handed. Retailers can address this issue by using in-store kiosks and digital signage that allow consumers to browse for products, check inventory, compare products, and order out-of-stock items to be shipped to their home.