Abstract—Now a days, the printed message can be displayed in digital format with the help of Digital Signage which is used as replacement to virtual store in this paper. Digital Signage is very effective tool for advertisement, merchandising and entertainment that catches customer’s attention as well. The aim of this paper is to demystify the design of Digital Signage layout in order to attract customer’s attention. To improve the Customer Relationship Management (CRM), the Digital Signage can be placed at subway stations, shopping malls, bus stops, airports etc and the payment can be done with the help of Smartphone application. The advantages of traditional store layouts, such as grid, freeform and racetrack, are discussed and based upon these, a model layout for Digital Signage has been proposed. Index Terms—CRM, virtual store, digital Signage. I. INTRODUCTION Shopping is one of the most important activities of human life in which a customer browses their desired products they intended to purchase that has been presented by multiple retailers. Shopping may be considered as a leisure activity or an economic one. Experiences of shopping, which can be delightful or terrible, Experiences of shopping, which can be delightful or terrible, totally depend upon various 1 factors like time consumed, customer‘s treatment, process convenience, products being purchased and the level of fatigue involved. However, retailers always want to make a better relationship with the customer in order to boast their sale. Different theories related to CRM have been introduced as the impact of its important of CRM study [1]. Increasing the profit by having a long term relationship with the customer is the main factor thus it was followed by many other organizations as well. In Recent years, many companies invested in the field of information technology to effectively manage the customer interaction in the purchasing process [1]. Now a days, retailers have established virtual stores that electronically offer services to customer and merchandisers as well [2], [3] such as internet store (e-commerce) can be regarded as an example of it. Virtual store is an online store that provides a list of merchandisers and an order form. As compare to traditional shopping, virtual store is more convenient to purchase products. This is due to the fact that internet gave more information with nominal time and less effort required by the customer Manuscript received January 23, 2014; revised April 17, 2014. The authors are with the Department of Industrial & Systems Engineering, Dongguk University, South Korea (e-mail: fazal@dongguk.edu, jtrhee@dgu.edu, yonghan@dgu.edu, ganjar@dongguk.edu). [4]. Other applications of virtual store, the products are displayed as an internet shopping mall that contains virtual reality [5] and 3D techniques [6] for improving the product‘s presentation. It has been placed in a form of pillars and platform screen doors have been plastered with images of life-size store shelves filled with goods such as milk, apples, a bag of rice, bread, each of which carry information of QR code. Shoppers download the related application in their Smartphone and make purchases by taking the photos of product QR code. Virtual store atmosphere consists of a new concept arising from the rapid technology evolutions along with the digital business activity over the Internet and should be taken under serious consideration as in conventional retailing [7]. Because of their direct and uninterrupted link with customer and absolute product information, virtual stores are termed as ‗super sales associates‘ [8]. The Digital signage is one of the tools and its display can serve as an example of online virtual store. Traditionally, displaying a sign board takes much time and money as well and there is no way to customized. The up-to-date Digital signage is a form of electronic display that is being widely used to advertise targeted and impacting content to large audiences at public venues such as airports, shopping malls, and universities etc [9]. As compared to the traditional signs, digital signs have the advantage of presenting multimedia digital content so that publisher has more flexibility to edit his content [9]. Recent research focuses on the value of customer‘s engagement with digital signage, which shows that it increases the customer‘s interaction [9]. In addition, the recent up-to-date technology of digital signage systems have touch screens which can capture users‘ finger movements on the screen and allow users to interact by touching the display pictures or words on the screen [9]. A digital sign comprised of a display device and a display controller. The display device is typically a gas plasma display unit but other technologies ranging from flat panel monitors to very large projected images are common. The display controller can range in sophistication from an ordinary DVD player to general purpose computers. Indoor digital signs often include speakers and in some cases digital cameras [9]. As the impact, this technologies allow marketers to reach their customers effectively, quickly and precisely. Previous research showed that store layout is an appealing factor affecting consumer behavior [10] and a critical determining factor for building store image [11], [12]. Better designed layouts are extremely important because of their strong impact on shopping atmosphere. The design layout of virtual store is one of the key elements of Efficient Digital Signage Layout as a Replacement to Virtual Store Layout Muhammad Fazal Ijaz, Jongtae Rhee, Yong-Han Lee, and Ganjar Alfian International Journal of Information and Electronics Engineering, Vol. 4, No. 4, July 2014 312 DOI: 10.7763/IJIEE.2014.V4.455