The name of the game in P.O.P. graphics is maximum impact, regardless of complexity. (Courtesy EnQii/Digital View) individuals needs with a conformable message. Digital signage can be very powerful to increase sales of products if done properly, says Armstrong. I m talking about targeted communication that motivates consumers. When customers feel like a product is intended specifically for them, they are more likely to make a purchase. For retailers, the better and higher amount of service that they can provide will lead to more sales. In some cases, that means more interactivity with the customer. I think the biggest challenge in marketing at retail is making more interactive and engaging displays, says Cintron. In this digitally in uenced era, there are several tools to ease consumers into the involvement with interactive displays, including touch screens, motion sensors and even their personal cell phones. Armstrong believes interactive voice recognition (IVR) will play a large part in allowing consumers to get exactly what they need during their shopping experience. According to Armstrong, IVR allows you to dial an 800 number as a recorded voice leads you to connect with a digital sign and use your phone as a remote control. Such advances let shoppers perform acts like selecting the wardrobe on an interactive mannequin or designing a golf club at a sporting goods store. Plus there are bene ts for future purchases. You can opt into a branding community to get emails, coupons and information about certain products, Armstrong continues. It s hugely valuable to the company and the brand not to be passive about communication. Armstrong isn t suggesting that printed signs are obsolete. In fact, he says, Static printed signage will not go away but digital displays can o set some of the cost of signage turnover. The bottom line in the P.O.P. game is exactly that: the bottom line. If a retail store is making money by using P.O.P. displays then the display provider can rest easy knowing the job was a success. Then it s back to work again. Printed graphics don t have to be limited to two dimensions. (Courtesy Rapid Displays) FEBRUARY 2008 DIGITAL GRAPHICS 29 DGFeb08.indd 29 1/2/08 12:24:40 PM