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It has been announced that Digital Signage Expo (DSE) will feature a discussion on the benefits of digital signage in a retail environment, from industry experts Emily Miller of Big Red Rooster and Bryan Meszaros from OpenEye.

The talk will be held on February 24th at the Las Vegas event, which will run from 22nd to 25th, and will examine how digital signage can aid retailers in developing long-term relationships with consumers.

"Digital signage is most effective when it's seamlessly integrated into a shopper's overall experience," explains Miller. "Retailers need to turn their focus toward the ROE (return on experience) instead of the ROI (return on investment) for each individual store element."

Meszaros, who is OpenEye's principal and managing director, works with international clients such as Vodafone, McDonald's and the Smithsonian. He mixes his experience in the traditional design sector with knowledge of new media to help retailers understand the connections that digital signage, wayfinding and other technologies can have over their relationships with customers.

Miller, director of strategy and insights at Ohio-based Big Red Rooster, has led global research projects across the USA, Europe and Asia and has collaborated with Procter and Gamble, Victoria's Secret and Nike.