In his workshop on day 2 of In-Store Asia, 2016 held at Pragati Maidan Delhi, on "Digitizing in-store communication”, Sameet Neb, Director, Virtual Veda, Chairman and MD Vyts Retail India Pvt Ltd and Owner, White Feather MBOs, explained about the latest trends. Elements like Interactive Touch Screens, IOT Hover Boxes, Digital Shelf Talkers, Flexi LED, Trans LED, Digital Sun Board, Digital Paper, Motion Sensors are already entering Indian market without giving price shocks, informed Neb. "No one like a sales person walking around with you when you are shopping. Hence digitization is mandatory to upgrade today's shopping experience. Lot of Bluetooth-enabled shopper communications are already taking place,” Neb said. He further suggested optimizing visibility at different vantage points by introducing Holographic Central Cluster, 3D Window Display, Magic Mirrors/Digital trials etc and effective content planning by deciphering objective of campaign based on KRA and delivering it minus any ambiguity.