<br />
the popaidigital column<br />
<br />
4<br />
<br />
Digital Media in Retail:<br />
The Next Generation<br />
<br />
M uch has been talked about Generation<br />
2.0 but with Walmart in the US now<br />
releasing details of its plans for the next<br />
generation of its digital network, Digital Media<br />
in Retail, DMiR, now looks set to finally come<br />
of age.<br />
<br />
So what’s changed? Well, the use of Digital<br />
Media in Retail is no longer being solely driven<br />
by large screen manufacturers. Instead,<br />
Generation 2.0 is shifting the focus towards<br />
targeting and engaging consumers with<br />
content specific to their needs at the point at<br />
which they are making the decision to<br />
purchase.This is seeing a move away from<br />
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