ClickSys’s Chief Commercial Officer Alex Baker is a self-proclaimedretail nerd. His curiosity about how digitalisation and innovation can change our lives – as consumers but also as brands and companies – has taken him on a journey of retail transformation and disruption.

At DSS Europe, he will present a session entitled ‘Intelligent signage as a component for digital in-store’. He will look at the way digital signage is more prominent in retail than ever before. Screens of different sizes – with or without touch functionality – can be found in many different types of stores.

However, there’s an obstacle. Many retailers that previously implemented digital signage solutions that they are not satisfied with, will not prioritise budget for any new implementations.

Baker will tackle a number of questions, such as: What is the purpose of digital signage implementations and what do the successful cases have in common? How can digital signage be a crucial component in a digital in-store strategy? How can retail benefit from AI and intelligence?

Baker is the Founder and President of the executive retail network RIO (Retail+Innovation+Omnichannel) at the Swedish Marketing Association in Stockholm, where he also is a member of the executive board. He is a frequent guest on the retail scene in northern Europe and speaks about digitalisation in retail and disruption.

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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: