Once objectives are set and the anticipated ROI is approximated, build achievable (read: conservative) milestones into your project plan.

And then start small. Launch a beta project to work out the logistics of delivering content to your screens, experiment with presentation methods, create baselines, and measure its effectiveness. Ideally, motion sensors with eye-tracking technology can be deployed to help you pinpoint what causes heads to turn. Also, survey buyers to see if the call to action contained in your digital signage message influenced their decision.

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