1. The Store
Fights Back:
Energizing the Retail Experience
through Digital Signage
Bryan Meszaros | OpenEye
Chris Heap | OpenEye & The Imperative Group
John Schreiber | IDL Worldwide

2. Bryan
Meszaros
Managing Partner & Founder
OpenEye is a digital media
consultancy, which looks to activate
insights, technology and creativity to
redefine how brands and retailers
connect with consumers through
holistic digital experiences.
Currently in: New York City

3. John
Schreiber
Global Creative Director
IDL Worldwide is a full service retail
execution firm, which provides
consultancy, design, engineering,
fabrication, installation for brands
and retailers. IDL strives to improve
methods of selling product and
enhancing communication with
customers in retail.
Currently in: Munich, Germany

4. Chris Heap
Managing Director & Founder
Sr. Digital Strategist (OpenEye)
The Imperative group is a specialist
screenmedia consultancy. We help
retailers, corporations, government
and technology companies
understand how to get the
maximum value from their
screenmedia programs by applying
our experience, knowledge and best
practices in order to help clients
understand the marketing and
commercial opportunity.
Currently in: London, England

5. What you’ll
discover
๏ What’s happening with the brick
and mortar today
๏ Methods that tie digital signage
directly into the customer’s path
to purchase
๏ Learn how retailers should be
thinking about their brick and
mortar
๏ Understand how digital signage
fits into the overall in-store
experience as part of a wider
suite of retailer initiatives
๏ A new appreciation of the term
“in-store experience”

6. The Retail Engaging the Meeting
Landscape Customer Expectations

7. The simple
truths about
Retail today
Bryan Meszaros

8. What needs
to be heard
๏ Based on price alone, retailers
can’t compete with online
๏ The path to purchase from “sofa
to store” has been disrupted by
technology
๏ Showrooming is showing up in
retail stores
๏ Retailers need to leverage the
store experience as it’s a point of
difference
๏ The new retail currency is the
customer experience

9. We are experiencing a
paradigm shift in customer
behavior
๏ 40% of respondents now use or want to use an in-store
kiosk for self-service. {2011 Cisco Study}
๏ 42% of respondents use or are interested in using video
screens within the store to make a buying decision {2011
Cisco Study}
๏ 51% of shoppers are willing to use mobile shopping
tools, but less than 5% of retailers offer them. {NRF Study}
๏ 53% of shoppers reported current activity or interest
in conducting research at an in-store kiosk and
making their purchase immediately in-store. {2011 Cisco
Study}
๏ 70% of U.S. consumers use the web plus another
channel when making purchase decisions. {Forrester 2010}

10. The Zero Moment
of Truth
Stimulus ZMOT Shelf Experience
๏ Stimulus: Anything you’re seeking
๏ ZMOT: Social Interaction
๏ Shelf: Need to reinforce the educated decision
in-store
๏ Experience: Path to Loyalty

11. Adding a NEW
dimension
DIGITAL
Stimulus ZMOT EXPERIENCE Shelf Experience
๏ Connect the store experience to the “path to
purchase”
๏ Prevent a potential disruption in conversion
๏ Reinforce product / brand information

12. ๏ Control: Pull is the new push
Why ๏ Need for reinforcement: The shelf
ZMOT is
provides one last opportunity to
influence a consumers decision.
๏ Experience creates loyalty: How
critical that information is delivered adds to
the decision on whether the
for
consumer will repeat the same
action.
Digital ๏ Consistency: All the information
obtained outside the store needs to
be obtainable inside the store
Signage (before-during & after the in-store experience)

13. Re-conceptualize the role of
the brick and mortar
๏ Make it personal: Neiman Marcus is enhancing it’s
service with an app that identifies when customers
enter the store and prompts staff to engage with the
consumer based on purchase history and preference
๏ Be the authority: Guitar Center published the profiles of
4,000 sales associates on their website and created a
“store experts” page for each location. Encouraging
interaction with the staff and in-store appointments.
๏ Close the gap: Enable the consumer to being their
shopping process and complete it when they enter the
store.
๏ Be unique: Don’t invest in cookie-cutter solutions and
expect the same results it produced for a competitor
๏ Make it fun: Aldo shoes developed a in-store mobile
game that encouraged shoppers to try on various
product to receive awards

14. Re-thinking
the art of
digital
engagement
John Schreiber

15. The digitally
empowered
consumer
๏ Is conscious of brand competition
๏ Is reliant on the right information
finding them, in the right place
๏ Expects a personalized and
consistent shopping experience
๏ Wants to take advantage of both
mobile and in-store applications
to help make informed decisions

16. ATTRACT ENGAGE CONNECT CONVERT
Hollister HMV Topshop Tesco
Digital Store Front Augmented Reality Virtual Fitting Room Subway Virtual Store
Large display screens stretching Shoppers at HMV’s Oxford Using a combination of Virtual stores were created
across the facade and over Street store use a smartphone augmented reality and using interactive displays. Using
the front door showcase live or tables to scan Universal Microsoft Kinect the customer is QR codes, customers could
feed of the surf in Huntington Pictures DVDs and bring the able to select a garment off load their “shopping carts” and
Beach, CA films to life by displaying scenes the rack without having to try it have their items delivered to
and movie characters in 3D on physically. their home.

17. Value the
Design of an
Experience
๏ Attraction and engagement are
the keys to adoption
๏ Leverage the physical brick and
mortar
๏ Switch from a product-centric
(push) model to an experience-
centric (pull) model.
๏ Failing to deliver a consistent
experience will drive customers
away

18. Essentials of
Effective Digital
Engagement
๏ Relate to the audience
๏ It’s not just about advertising,
expose customers to the
brand
๏ Integrates within the visual
merchandising strategy of the
store
๏ Engages the customer with
timely & relevant information
๏ Extends across all platforms

19. Meeting the
customers
digital
expectations
Chris Heap

20. “In the near future all forms of digital
media will be seamlessly and expertly
embedded into retail environments,
creating an unparalleled shopping
experience that puts the customer first.”
Bob Greenberg, CEO R/GA

21. What Shoppers
expect today
๏ 70% of shoppers prefer
human interaction in shops over
online interaction
๏ 73% interact withprefer to
of shoppers
physically
products in-store before
purchasing
๏ 81% expect higher levels
of customer service from stores
than they do from online
retailers
Source: Shopper-centric, 2012

22. The new reality
Technology is not a silver bullet on it’s own, it must be combined with the brand and
the branded environment to ensure the ‘multiplier effect’ (e.g. 15% improvement to
pre-sales and 12% improvement in purchase decisions)
Source: Shopper-centric, 2012

23. What value do shoppers think
digital signage can add to their
store experience?
An upwards trend in adoption from ~20% to ~30% demonstrates increasing engagement
in the use of retail technology

24. What value do retailers think
digital signage can add to the
store experience?
Retail professionals believe that digital signage has a significant impact on
improving the retail shopping experience and driving sales

25. How can retailers
capitalize?
๏ Retailers need to tap into the shopper’s
emotional side
๏ Deliver a consistent shopping experience
๏ Retailers can be (and should be)
“curators” - selecting products and
services they believe best meet the needs
and aspirations of its shoppers
๏ Back to the old school: make it fun &
personalized

26. The evolving retail
experience entails:
๏ A connected journey, one that delivers a
tailored, relevant experience
๏ improved information access, help
identifying information repositories
through QR and NFC technologies
๏ Closing of the gap between consumer
expectation and retail reality
๏ Optimized “path-to-purchase”
๏ Seamless multi-channel experience

27. “Digital brought the online
and then mobile revolutions;
now it’s driving the retail
revolution,”
Bob Greenberg, CEO R/GA

28. A brief digital
recap
๏ The path to purchase from “sofa to
store” has been disrupted by
technology
๏ Retailers need to leverage the store
experience as it’s a point of
difference
๏ Customers expect a connected
journey, one that delivers a
tailored, relevant experience
๏ Switch from a product-centric
(push) model to an experience-
centric (pull) model.
๏ 51% of shoppers are willing to use
mobile shopping tools, but less than
5% of retailers offer them.

29. For
Questions or
Guidance
Bryan Meszaros - OpenEye
bmeszaros@openeyeglobal.com
@openeyeglobal
John Schreiber - IDL Worldwide
jschreiber@idlww.com
@cre8tvdirektr
Chris Heap - Imperative Group
chris.heap@imperativegroup.com
@chrisheap

30. Thank you for
joining us
www.digitalsignagefederation.org