CHANGING THE NARRATIVE AT THE DIGITAL SIGNAGE SUMMIT

Leading figures in the world of digital signage and digital out of home will gather in Frankfurt for the annual Digital Signage Summit Europe (4-5 July, 2018, Sheraton Hotel, Frankfurt Airport, Germany) to examine how digital storytelling can change the narrative for retailer, integrators and manufacturers.

Florian Rotberg, Managing Director, invidis consulting comments: “This year’s DSS Europe will explore how the latest digital signage technologies and business strategies are invigorating the retail sector and also how these are being absorbed by other market sectors where ‘story telling’ and clear communications are key parts of their offerings. We will have two days of panels, presentations, awards and numerous networking opportunities. DSS Europe will be the place to learn, do business and to have some fun!”

Making its Frankfurt debut, DSS Europe combines a conference programme, exhibition, workshops and networking events.  to deliver a business roadmap for integrators, end users and manufacturers. The two-day event represents a joint venture between Integrated Systems Events, producers of the Integrated Systems Europe exhibition, and invidis consulting, a leading German digital signage consultancy. Visitors to the summit in July will benefit from conference and workshops delivered by over 40 industry experts.

Digital Storytelling

The conference programme will explore how digital storytelling and digital touchpoints are adding value through improving customer engagement and bridging the online and offline worlds.

In the retail world, the industry is tackling two key trends; the decline of bricks-and-mortar stores, and the increasing dominance of online retailers, such as, Amazon. However, with the vast majority of transactions still completed offline, many retailers are looking at ways in which their traditional stores can become experiential destinations to help drive further in-store purchases.

Digital technology, such as digital signage, electronic shelf labels and new screen technologies such as LED and OLED, needs to inspire visitors to the store, and can’t be used as just a ‘Wow factor’. Finding balance between customer demands and expenditure, retailers must also place themselves in the shoes of their customers and ask, “what adds value to this experience?”

More and more brands are creating “shareable moments” in-store for customers to enjoy, and, more importantly, share. At a recent popup, Google created a giant sphere complete with tablets to enable live photo display, prompting customers to take pictures of themselves, in front of their own images. This concept provides longevity, thanks to social media, as well as providing a reason for customers to visit and experience the store.

Additional topics, such as, wayfinding and way guiding are important too for integrators and retailers. Again, technology can be the key to enabling these added-value services. Intuitive way guiding technology can identify customer profiles and provide specific directional information.

Practical, small group workshop topics will cover:

Hands on about sensors – how to work with and where to place sensors within a store environment.

Touch application – how to engage with your customer using a touch application instore.

Content design – how to deliver content that works for the brand, across multiple platforms.

“DSS Europe will unlock the power of combining technology and content,” adds Florian. “It will help to generate compelling business strategies for retailers as well as proving a melting pot for new ideas, concepts and products.”

Exhibitors such as NEC, Samsung, LG Electronics, Philips Professional Display Solutions, Elo Touch, Sharp, BenQ and Epson will be showcasing the latest technology available to the market. On 4 July, the invidis Digital Signage Awards will be held, which will recognise some of the outstanding digital signage work completed over the last 12 months.

Tickets to DSS Europe allows access on both days to the conference and exhibition area, as well as to the evening event on 4 July. Included in the conference ticket price are all beverages, lunch on both days and food and beverages at the evening event. The standard ticket price is €690 (plus VAT). For further information and registration for the event, please visit:  https://digitalsignagesummit.org/europe/.