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Signs, signs, everywhere signs: using digital signage and self-service applications to reach the customer at the "last mile.".

Article Excerpt
If you haven't noticed, digital signs are suddenly showing up everywhere. Retail stores, malls, movie theaters and banks are using digital signage as the tool of choice for advertising, customer education and self-service applications. In an age where people expect instant information at every location, the need for businesses to provide timely and targeted messages through a digital medium that effectively captures consumers' attention has become critical.

Advertising and customer service is critical to the success of any business and it is especially true for retailers who are trying to serve a broad range of consumers--ranging from well-informed, serious buyers to impulse shoppers. Retailers face the constant challenge of providing advertising and customer service in ways that capture the attention of consumers and impacts purchasing behavior where it counts most--at the point-of-sale.

For decades the main form of in-store customer communications has been printed signs. But the high cost and time-consuming planning that is required to print hundreds or thousands of signs puts enormous restrictions on the type and number of signs that businesses produce. Many nationwide chain stores need to target local customers while simultaneously following corporate messaging policies. Printed signs are quickly outdated and it...

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