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APS Group surveyed the viewing habits of over 1.5 million people past the window of a retail bank

As online sales continue to increase, the value of a customer’s experience at the physical retail store has never been more important. Retailers are constantly seeking for new ways to engage with their customers and understand and analyse the customer journey and digital technology offers just one way of doing so. This interface between physvical and digital is becoming an area that brands are exploring. In particular, AB InBev has been testing new outdoor digital messaging – all part of its aim to focus on the ‘physical web’.

Digital screens have the ability to deliver more personalised content based on demographics with the aim of offering a more engaging, tailored message – but just how engaging are they and do today’s tech savvy customers really take note of the messages they convey?