Smart Signage: Toward a Transformative Model that Effectively Generates Consumer-Product Relationships

Smart signage moves beyond traditional signage as it combines digital displays with Artificial Intelligence processes, Machine Learning attributes, and the use of Internet of Things consumer data. This chapter develops a conceptual model that illustrates both the dynamic nature of smart signs in retail contexts and the factors that coexist when consumers interact with this novel marketing communication tool. A set of new concepts and relationships are included in the model to reflect how smart signs two-way communication interface, technological characteristics, effects of psychological mechanism and privacy concerns, and formation of consumer-product relationships, all of which are useful in understanding smart signage persuasion effects. We foresee a fruitful avenue for research in the domain of smart signage and we discuss several implications for retail marketing, consumer wellbeing, and shopping experiences.