As consumers digitize their lives, stores must engage them with technology. So the Digital Signage Expo (DSE) is increasingly on the
circuit for retailers and brand managers.
Held in arguably the most pro-digital environment this side of Times Square—the
ever-pixilated Las Vegas—DSE has become
the world’s largest international trade show
for interactive display technologies, digital
signage, and digital out-of-home networks.
Held early in the year, the show reflects
the growth of digital signage. This year’s
70,000-sq.-ft. floor space represented an
increase of 13% over last year. Of the 205
exhibitors this year, 56 were newbies. And
they’re becoming more global, with 44
international suppliers making it to Vegas
for their first showcase. Global brands such
as Intel, Samsung, LG, and HP showcase
their latest offerings.
DSE’s conference program helps new
attendees build a networking list in this
burgeoning market. Keynote speaker David
Kepron, familiar to the store environments
community, was a highlight at the show.
Another show highlight is the annual
Apex and Digital Content Awards dinner,
which showcases the industry’s best work
in content and digital execution in retail
and venues such as public spaces, hospitality, and food and beverage. Winners
included MaxMedia for content created
for AT&T Michigan Avenue Flagship Store
Lifestyle Walls and SSL Digital for content
created for Palacio de Hierro.
Integration with store elements
The move toward integration is the most
striking takeaway from DSE, just as it
was with January’s NRF and CES shows.
Technology companies have come to
understand that retail needs more than
just hardware. Realizing that they must
engage with design and fixture suppliers,
show exhibitors for the first time included
integration in their lexicon. Due to oppor-
tunities for a new range of products, design
integration is now recognized as key to
The other trend is interactivity between
signage and the mobile device. By orchestrating the shopping experience, retailers
hope to boost customer satisfaction and
engage shoppers long enough to capture
critical behavioral metrics. “Location beacons” are here to stay. They’ll increasingly
become part of store design and fixture
design as marketers look to place these
devices throughout the customer journey.
The almost-always-on mobile device is
already seen as a way to communicate with
the shopper in-store. Retailers also will
begin to take advantage of the boom in car-based digital interface to let the consumer
take the store with them on their commute.
LG Electronics USA has unveiled its
next-generation line of digital signage
products, led by the world’s slimmest bezel
( 3.5mm) LED displays for giant video walls
and industry-leading Ultra High-Definition
4K commercial displays. These products
underscore the importance of scale, resolution, and color depth for commercial displays. Retailers with compelling content are
seeking a sleek surface on which to make
visual impact. The super narrow bezel
allows for each display to be connected
seamlessly with other displays to create
an immersive experience. This is especially
evident when using Microsoft’s Kinect for
interactive experiences that quickly win
over the consumer.
Another key product at LG’s booth
was aptly named Mirror Signage. Geared
toward the fashion and retail sector, LG’s
new 55-in. class Full HD Mirror Signage
The lowdown on high-tech changes from DSE By Brian Dyches
Video walls are slimming down. LG Electronics’ Dan Smith shows the 84-inch W T70MS(PS).
Signs of digital to come