In just its few short years as an industry, digital signage is beginning to reach a new paradigm. Several years ago, the idea of having a network of screens with content that could be synched, targeted and scheduled was impressive, if not futuristic. But because of the rise of mobile smartphone use, social media and other interactive applications, digital signage risks being just another screen along our daily journeys. The conversation around the industry and new product offerings from vendors shows that it’s not enough for digital signage to just be passive – it must be interactive from this point forward.

Call it digital signage 2.0 or “digital signage on steroids,” but the interactive element is going to be what determines the success of networks going forward, particularly in retail settings. The network can no longer be a standalone marketing tool – it has to complement other strategies such as mobile integration, social media, CRM integration, couponing, location-based targeting, etc. The proverbial sweet spot is when all of these technologies work together on one platform, providing the digital signage viewer/shopper with a good customer experience and hopefully something of value while giving the network operator valuable intelligence into shopper behavior. 

[Those researching digital signage for a first time installation probably feel like Ozzy Osbourne in the Best Buy commercial with Justin Bieber (“How many bloody Gs are there?”). As soon as you’ve planned a network and gotten executive approval you’re finding out that a passive network is “outdated.”  But, I would encourage you to do more research into the convergence of digital signage and interactive applications to see if you can put some of kind of interactive strategy to work for your company.  Correctly implemented, it will reap greater rewards in the long run.]

The idea of total digital signage and interactive convergence was brought up in a recent conversation with Bill Collins of DecisionPoint Media Insights. Between the two of us, we agreed the best instance of this is the Miele Insperience Centre in Vianen, The Netherlands. The Miele project was completed in 2009 and was the winner of a 2010 DSE Apex Award. (I was on the judging panel and voted for Miele). 

The converged multichannel approach was largely crafted by Luc Heijnen, owner of Troades, a consulting and marketing research company. The signage operates on the Scala platform. Here are some of the technology highlights that come together to bring customers an immersive brand experience:

• More than 100 screens of various sizes
• 40 channels of customized Miele content in full HD, either scheduled through the signage software or triggered by a customer interaction.
• Customers digitally provide their gender, demographics and lifestyle information upon entry for a personalized experience.
• Customers are given an iPod touch that gives them a store map, product information, advice and product recommendations upon request. Info can also be emailed to themselves directly from the device.
• GPS technology linked to each iPod Touch with 50cm precision, allowing the signage network, lighting, aroma/scent and audio to be adjusted automatically depending on the customer’s location in the store. This also gives Miele valuable retail mapping of the customer’s shopping path.

Miele’s multichannel solution is currently one-of-a-kind, and it’s understandable that most retailers don’t have the budget or resources to install a system like this right now. But there is a lot to be learned from the basic concepts of the installation that can be transferred into more practical strategy.

For example, consider the iPod Touch shoppers are given when entering Miele. While you may not be able to equip all of your shoppers with iPod Touches, they most likely already have a similar device in their pocket – a smartphone. Learning how to connect the devices customers use most with digital signage is going to be the key to a converged multichannel retail strategy going forward.

Over the next several months, my blogs here are going to focus on how to turn conventional digital signage networks into full-on customer experience platforms by converging screens with mobile phones, social media and other avenues that connect directly to customers.

If you have good information on any other unique retail experiences that pair digital signage with other channels, please share them below.