Start with a DIGITAL SIGN - a display device which is used to present constantly changing, full motion video and graphics. At its best it is computer generated and offers photo-realistic graphics, text, and animation from any and all sources available. It is dynamic signage as opposed to static billboards and posters. Good digital signage systems allow for seamless integration across multiple locations.
And then add INTERACTIVE - all of the attributes of Digital Signage plus. . .
Interactivity provides for cusotmer self-service and interaction, lets those who touch the screen navigate through a carefully thought out flow of product or subject information. It educates the customer by allowing them to engage the information on their own terms, promoting a call to action.
With Interactive Digital Signage, the Attract Loop runs until a customer approaches the screen. In other words, the Attract Loop operates like Digital Signage without interactivity.
Once the customer touches the screen, the customer drives the sign to answer questions as a self-service, thereby having an Enhanced Customer Experience. The signage actually helps far more because it is interactive. And unlike non-interactive digital signage, interactive digital signage gets feedback from the customer every time they touch the screen. This information integrates to back-end applications, providing information about the customer experience that can be used to improve the experience (and company profits) even further.