Work

Digital Signage in the Store Atmosphere: Balancing Gains and Pains

Year: 2020

Type: book-chapter

Abstract: Innovative technologies, such as DS, can engage different human senses and play an important role in enhancing the store atmosphere. The majority of DS networks feature content that is generic and is rarely tailored to the audience passing by the screens. As a result, digital displays are often ignored. DS coupled with sensors and Artificial Intelligence allow for more relevant and personalized experiences. Relevance through personalization can help retailers overcome display blindness, but challenges in terms of legal restrictions and ethical concerns exist to unlock its potential. Nontouch interaction technologies, such as voice assistants, gesture controls, facial recognition, and augmented reality, present new ways of interacting with digital screens.

Source: Emerald Group Publishing Limited eBooks

DOI: 10.1108/978-1-83867-663-620201010

Authors: Stephanie van de Sanden, Kim Willems, Ingrid Poncin, Malaika Brengman

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3080587602

FWCI: 3.694

Cites: 44

Cited by: 4

Related to: 10