Delighting customers and encouraging them to spend more money with your brand isn't enough. You need to improve the customer experience to strengthen their loyalty to your brand as up to two-thirds of a company’s profit relies on effective customer engagement.

The term HCI (Human-Computer Interaction) came about to explain what happens in the ‘in-between’ section of having a device and actually using it, hinged on the basis that if you are to use a computer or digital device you have to interact with it in some way.

By first understanding how as human beings we interact with computers and screens, we will be in a better position to tailor content and messaging for not a whole segment – but each individual within that segment.

Efficient, cost-effective, professional look and feel.

These are a few benefits businesses are finding when incorporating digital signage into their event planning.

Becoming an all-important part of the attendee experience, digital signage is opening up many opportunities for event organisers and exhibitioners, putting them in front of an audience they would never have access to otherwise.

It’s no longer enough to just have a website or run a blind paid ads campaign. Don’t have integrated digital marketing strategies for your business? You’re missing out on vital engagement opportunities.

Similar to conventional printed maps, card-based signage is fast disappearing from conferences and tradeshows, and as the main aim for an event organiser is to ensure guests and attendees have the best time as possible in a hassle-free manner, digital signage is becoming a popular choice.

I think it’s safe to say that almost everyone in the UK has come across a digital-out-of-home advertisement (DOOH); you may not know it, but you have.

Out-of-Home (OOH) advertisement is exactly what the name suggests – advertisement delivered outside one’s home, and already a form that’s shown consistent growth over the last decade it is nothing to hark at. Well DOOH is taking an already effective OOH and elevating it by adding digital elements.

Interactive wayfinding is becoming a popular choice as demand for more immersive experiences continue to grow. Businesses are finding that digital wayfinding offers a cost-effective and flexible alternative to static posters and maps, that people actually can enjoy interacting with instead of simply having to.

It’s not difficult to relate to the feelings of confusion and frustration when you enter a large building and have no idea where to turn – especially when time is of the essence.

The nightmare of multiple wrong turns, walking in circles, retracing your steps until finally waving that white flag of defeat and asking for help. Google maps might be man's trusted friend, but it's certainly not much help indoors.

With 68% of UK shoppers saying that digital advertising influenced their decision to buy advertised products in the future, and 70% made an unplanned purchase because of it, you have to wonder if retailers and brands are missing opportunities by not making digital signage an important part of their campaign.

As shoppers become increasingly savvy and digitally conscious, even providing convenient online shopping will eventually not be enough to drive sales.

There's no denying that online shopping is growing in popularity, but according to Small Biz Genius in-store shopping is still the preferred retail channel for 82% of Millennials.

As the ongoing battle between online vs brick-and-mortar continue to rage on, some surprising winners are coming out on both sides. More companies are opting to reduce their physical presence and instead bulk up on their online services, whereas a few digital giants are establishing physical stores with a twist – they sell no products, they simply provide ‘retailtainment’.