The document discusses using digital signage to strengthen marketing communications strategies. It notes that consumer buying behavior is changing due to digitization, with over half of customers expected to be cross-channel shoppers in 2015. These omnichannel customers spend 15-30% more. The document recommends designing an omnichannel strategy and enhancing the in-store experience with digital signage to provide information to customers on their own schedule and help them find, compare, share, and get products how and when they want.