As in-store marketing strategies are heating up, sides are lining up to debate the primary purpose of the increasingly popular digital screens appearing within retail stores. On the one side is the argument that digital signage is the ideal brand-building vehicle for delivering media messages to people while they shop. On the other side is the notion that any store messaging should be utilized first and foremost to deliver targeted messages designed to lift sales. Should marketers be focusing on building brand value with in-store digital media or is it strategically naive to veer away from a laser focus on sales lift?

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