Paco Underhill's Why We Buy has an immense amount of insight into digital signage--particularly store layout, content loop times, and audience targeting techniques for the retail space. It's an excellent read for those looking to understand more fully how we can make digital signage a more effective message delivery tool. In the book, Underhill gives almost prophetic insight into technology that would be released long after his book was initially published:
“It’s no surprise that the number-one thing people look at is other people. That’s why some of the most effective signs in fast food restaurants are the ones sitting atop the cash registers–more or less at the level of the cashier’s face. Smart sign placement simply tries to interrupt the shopper’s line of vision and intercept her gaze.”It is also general knowledge that people check themselves out whenever a mirror is around. Have you ever not looked at yourself for a moment as you pass a mirror? Better yet, how many times do you think you might slow down to look in a mirror as you pass? Almost irrespective of the shape and size of the individual, it is nearly impossible to resist looking at yourself as you pass a mirror.
It wasn't until a couple of decades after Paco Underhill's statement that companies like LG developed LCD televisions that could act as mirrors. First the display draws you in because you see yourself, then as you get closer, advertisements are displayed.
This technology has not yet been tapped in all its various forms. Think for a moment of the possible scenarios that could be played out here:
- Public restrooms
- Powder rooms
- Locker rooms
- Dressing rooms
- Storefronts
- Store Aisles
- Outdoor venues
