Marketers can add QR codes to various media, including interactive TV ads, digital out-of-home (DOOH) ads, product packaging, and digital signage. These codes can give consumers information on product content; the product’s history or backstory; product manufacturing practices; links to coupons, giveaways, or loyalty programs; and links to download a retailer’s app.

Today, managing the volume of data scattered across the hospital is a challenge in itself, and the task will only become more onerous as the use of intelligent video systems, digital signage, and other IoT sensors continues to grow. Smart hospitals require good data governance, which WWT defined as the “overarching strategy and policy direction for data.”

Tracking hundreds of customers with multiple items in a basket throughout a store is a data management challenge in itself, but when combined with network traffic for video surveillance systems, digital signage, and other IoT devices, there’s a potential traffic jam for store systems.

Despite programmatic DOOH spending’s strong growth, the market still lags the US, even with the prevalence of digital signage in the UK. The slower adoption of certain technologies—a result of strict EU regulation—likely plays a role, such as with the aforementioned radar example. But other reasons are at play for the relatively slow uptake.

Amid the carnage of bankruptcies, store closures, and massive layoffs in 2020, some retail companies actually fared very well. Adjustments to supply chains, product and service bundles, stocking and inventory, and customer service have been the keys to success for big-box retailers like Walmart, Target, and Best Buy. Others, such as Apple, lululemon athletica, Nike, and Starbucks, are focusing on innovating and modifying store experiences through digital integration, frictionless shopping, and atmospherics modified for a “new normal” of social distancing and sanitization.

The retail industry is transforming at both physical stores and in digital. This report examines 10 trends that will most shape retail in the year ahead.

Big-box and digital-first retailers best positioned for 2021 and beyond. Recent frictionless innovations from contactless payments and curbside pickup to digital store signage. A closer look at pandemic-accelerated categories, like grocery ecommerce and digital fitness—will the pace continue? Presenters. Zia Daniell Wigder is senior vice president of content at Insider Intelligence.

OOH trade association Outsmart initiated a recent campaign run by creative company Mother and digital OOH producer Grand Visual, which displayed digital signage that extended the nation’s gratitude to National Health Service staff and other key workers.

Retailers are using mobile point-of-sale or autonomous checkout to streamline the checkout process while aligning transactions with shoppers’ digital identity. Analytics will leverage customer purchase histories to deliver interactive signage and personalized promotions.

Likewise, offering clear signage provides a visual indicator of acceptance that minimizes shopper confusion, which could lead providers to update offerings like Apple recently did. More Spending Categories Will Increase Use. Providers will seek out new opportunities that let users pay via mobile to enhance convenience.

Walmart is also embracing frictionless technology, with plans announced in October 2020 to turn four stores into digital laboratories. Each will experiment with digital integrations designed to streamline checkout, speed up ecommerce fulfillment, empower store associates, and enhance store signage.

"These systems can identify and track shoppers in brick-and-mortar stores and learn their preferences, like how online retailers use cookies. The information can then be used to interact with them via their phones, in-store signage or in other ways.".

To achieve this, providers, banks, and networks may embrace marketing and education campaigns, like those launched by PayPal and Visa last year, alongside email-based education and signage at checkout. Simplified onboarding.

The combination of promo codes printed on signage and smartphones being in nearly every consumer’s hand allowed D2Cs to incorporate measurability into the branding-oriented medium. We don’t know yet when commuting and other public activities will return to normal, but OOH ads will regain their relevance when they do.

But given that programmatic is a digital topic, the more pertinent statistic is the portion of digital outdoor ad sales that are transacted or fulfilled programmatically, which this year will account for 6.7% of US digital outdoor ads. That figure will increase to 14.8% by 2022.