Consumers today demand a highly personalized and rich shopping experience, prompting retailers to fund in-store digital marketing and self-service solutions that provide targeted value-added offers and functional utilities at the point-of-decision. As a result, the digital signage and self-service infrastructure and service provider market is growing from roughly $1 Billion today to $2.5 Billion by 2010. In addition, advertisers are increasing their dollar allocations to targeted media, especially in-store, as they see diminishing returns on television buys – resulting in a decline in annual television advertising revenues for the first time since the introduction of this medium.
According to a recent NRF benchmark study, retailers have increased their year-on-year IT investment by 57% to support more interactive, customer-centric marketing initiatives. With over 500 thousand potential place-based touch-points in the food, drug, general merchandise, C-store, Quick Service Restaurant and other retail segments; the opportunity for traditional marketing media and service companies to leverage their expertise in-store is huge.
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