Retail Stores Embracing High-Tech Digital Signage

Strategic Insights -

The traditional color poster in retail store windows is being phased out in favor of interactive digital signage. Major IT companies such as Microsoft, Intel, IBM, and Hewlett-Packard are showcasing their digital signage solutions at the National Retail Federation (NRF) Annual Convention and Expo. These high-tech displays are touted as two-way communication mediums, allowing customers to find more information to aid purchasing decisions. With over 155 million people in the U.S. alone having seen out-of-home digital video displays, the shift towards digital signage is gaining momentum.

Key Takeaways:

  • Major IT companies such as Microsoft, Intel, IBM, and Hewlett-Packard are promoting the use of digital signage in retail stores, highlighting its potential as a two-way communication medium.
  • Digital signage can be interactive, allowing customers to engage with products and find more information, as demonstrated by Intel's state-of-the-art display at the NRF conference.
  • The latest processors are powerful enough to undertake display and video analytic duties, making digital signage more affordable and efficient.
  • Traditional digital signage has been limited to video feeds or slide-shows, but new technologies are pushing the boundaries of what is possible.
  • Intel's general manager, Joe Jensen, emphasized that digital signage platforms need to escalate their capabilities to maintain consumers' attention.
  • The cost of digital signage is decreasing, with the latest multicore server processor able to perform video analytics for $100 to $200, compared to dedicated DSPs costing $3,000 to $4,000.

Statistics:

  • Approximately 155 million people in the U.S. have seen out-of-home digital video displays.
  • A state-of-the-art digital display demonstrated by Intel at the NRF conference was 2.3 meters tall and 3 meters wide, with half being a multitouch-capable LCD and the other half being made of transparent holographic glass.
  • The latest multicore server processor can perform video analytics for $100 to $200, compared to dedicated DSPs costing $3,000 to $4,000.
  • Digital signage is being used in various public places, including gas stations, sports stadiums, subway cars, elevators, bars, movie theaters, and airports.

Sources:

  • Euclid Infotech, distributed by Contify.com (copyright 2010)
  • Intel's embedded computing division, General Manager Joe Jensen
  • Arbitron Inc.
  • National Retail Federation (NRF)
  • Cisco Systems
  • Hewlett-Packard
  • IBM
  • NCR