As a customer and technology writer, I often take notice of how big retailers utilize technology such as digital signage on the storefront. While I can't speak for every store(since many stores will run trial campaigns), I do notice a pattern with how retailers in my area such as Target and Walmart use digital signage.

Target for example, uses digital signage to:

• Push out the latest music videos in the entertainment section.

• Push out latest Target advertisements.

• Deliver branded videos that emphasize the happy, stylish brand image.

Walmart, on the other hand typically uses signage to:

• Deliver advertisements throughout the store.

• Integrate shelf-edge displays to provide information or videos about products.

• Attract loops on kiosks.

While these are all valid uses for digital signage, these big retailers can push the technology much farther to deliver next level customer experiences through interactive and dynamic content.

Interactive

Digital signage is increasingly becoming more interactive as the line between kiosks and displays blur. The reason for this is obvious, because interactivity provides direct customer engagement and real-time analytics.

Big retailers like Target and Walmart can benefit greatly from interactive digital signage. For example, they can deploy branded gaming kiosks that challenges customers to beat a high score to earn a coupon. Or they can use interactive displays to allow users to explore all the dimensions and features of a product such as a kitchen mixer. Or they can deliver full 3-D wayfinding maps so customers can easily find their way throughout the store without having to ask an employee.

Or to make it even more simple, a retailer can deploy an interactive display that allows customers to sign up for a loyalty program or credit card by entering their personal information.

Interactivity provides multiple benefits such as boosting the customer experience, increasing dwell time and improving overall brand image. Retailers should at least consider using interactive displays when they examine their advertising strategies

Dynamic

Dynamic campaigns involve adjusting content based on external factors ranging from the weather, time of day or customer identity.

For example, a display can use facial detection technology to identify a customer's gender, age and mood and then deliver content tailored to that audience.

For a big retailer like Target or Walmart, they can deploy basic LCD displays throughout the store, which deliver special messages based on the customer or weather. For example if it is raining, the displays could show a picture of an umbrella with the aisle number where it is located. Or if a customer is in a bad mood, the display can inform them of a discount on candy or coffee in the store.

One thing to keep in mind with dynamic content is that retailers should avoid creeping out the customer. They should not call out a customer by name or use truly "personal" information. Displays should not directly identify a customer directly, but rather should gather anonymous data, such as how many people of a certain gender or demographic stops to look at a display and for how long.

The key is to deliver value to the customers without creeping them out.