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Last year I wrote how Retail's BIG Show went digital in 2012. I shared my observations on ways emerging technologies would impact retailers' adoption of digital signage.

This year I expect digital signage to be nearly unavoidable as retailers look to adopt omnichannel marketing in the face of stiffer competition from e-tailers. Retailers are challenged with enhancing the in-store experience to keep customers walking through their doors, and digital signage is perhaps the best bait.

With retail being arguably the largest market for digital signage (corporate communications/internal venue is often cited as larger), I expect to see many exhibitors who have elected to invest in a larger digital signage presence at this year's show. I also expect to see more transparent displays as both Samsung and Planar have released finished 22-inch and 32-inch solutions, respectively, that include the light box enclosure, controllers and in Samsung's case the media player.

As one example, the Avnet booth will simulate a quick-service restaurant with digital menu boards, point-of-wait advertising and video surveillance technologies. It will also feature a transparent demo along with digital menu boards and Intel's AIM Suite analytics technology.

I also expect to see more technologies scattered about the show floor that allow users to interact with digital signage including mobile apps, Near Field Communication, gesture and of course, touchscreens. These technologies drive a 1:1 experience which generates measurable ROI for retailers.

More traditional video walls as well as square tiled solutions will also be present. Retailers are utilizing them more and more to enhance their brand and create a powerful experience when customers visit their stores.

Overall I am looking forward to seeing the many ways emerging technologies have advanced and gained adoption since last year's show and in the 10 months since Digital Signage Expo. It is exciting to see these concepts deployed into and driving return on investment in real retail environments.

See you at NRF!

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Signage Insights from a Marketer

Latest posts by Jon Parks
Jon Parks
Jon is a product marketing manager for Avnet's Brilliant Digital Signage, focused on building supplier relationships driving digital signage solutions for Avnet's reseller and OEM/ISV customers. He's has been with Avnet for five years supporting supplier marketing for the Embedded and Sales Acceleration groups.
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