The event will welcome more than 40 digital signage and digital out of home (DooH) experts to Frankfurt Airport’s Sheraton Hotel, the new home of the summit held in Munich last year.

Florian Rotberg, DSS Europe 2018 Chair, said: “The conference programme will explore how digital storytelling and digital touchpoints are adding real value and ‘Changing the Narrative’ by utilising digital signage via improving customer engagement and bridging the online and offline worlds. Many retailers are looking at ways in which their traditional stores can become experiential destinations to help drive further in-store purchases.

“Digital technology, such as digital signage, electronic shelf labels and new screen technologies such as LED and OLED, needs to inspire visitors to the store, and can’t be used as just a ‘Wow factor’. Finding a balance between customer demands and expenditure, retailers must also place themselves in the shoes of their customers to discover what adds value to this experience?”