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Strengths and weaknesses of digital screensDigital screens offer an opportunity to change the promotional content based on thechanges experienced by the customers. In the modern entertainment world, consumers are usedto targeting advertising, and this aligns with the current interests of the customer. For instance, adigital screen marketing campaign can change its content based on the season and communicatethe intended message to the customer. Also, digital screens are a great way of engaging andinteracting with the customer, and this is possible through the use of touch screens. Moreover,the digital screen improves the customer experience by reducing the perceived waiting time. Thisis indeed true when the digital screen is placed on a strategic location. The intended promotionalmessage is communicated to the customer without interfering with the customer's schedule.Dalton, Sumner and Jones (2020) found that digital screen viewers can retain approximately 95%of the displayed message when they watch a video. Based on this finding, De Montfort Hall can