Last week, our team traveled to Nashville for the Flex Retail Summit. It was one of those trips that blends relationship-building, market sensing, and a reminder that retail is moving faster than most people realize.
Ajay Kapoor, CEO, TouchSource
I attended with Tim Dillon, our Chief Revenue Officer, and Nihad Katbeh, who leads strategic account sales for retail at TouchSource. We started Monday at the reception hosted at the National Museum of African American Music. Beyond the event itself, the museum was incredible—a reminder that sometimes the most memorable stops aren’t on the schedule at all.
Once the reception began, the summit truly came to life. We reconnected with long-time partners, clients, and colleagues. Walking into a room and realizing you’re not starting from scratch is energizing; it’s the history you’ve built together that makes new conversations so productive.
Digital Signage Conversations Are Shifting
Almost immediately, we noticed something: attendees had read our blog on the digital signage flywheel effect. And unlike most content reads, the follow-up questions were detailed and tactical.
People weren’t asking whether digital signage mattered. They were asking:
- How to get started
- What the first steps should look like
- How to avoid mistakes that slow momentum
This shift from curiosity to intent is an encouraging sign for the category. Retailers and property teams are moving from “should we do digital?” to “how do we execute successfully?”
On Monday night, the discussions accelerated quickly. We spent time with several clients who have implementations actively underway. We reflected on rollouts happening across the country. Those conversations centered on what’s working, what’s scaling cleanly, and where teams are seeing real momentum as digital infrastructure becomes part of their properties.
Specialty Leasing as the Center of Gravity
A core theme across the summit was specialty leasing. Flex stands out because it is fully focused on this segment, and the focus matters. Specialty is no longer peripheral—it is the center of growth, experimentation, and innovation, especially among fast-scaling concepts.
We saw emerging brands scaling at surprising speed, like Shoe MDK, which opened roughly 50 locations in two years. High-end “non-traditional” retail is also gaining legitimacy. Pop Mart, with premium vending products priced in the $500–$600 range, demonstrates that automated retail can be a credible revenue driver.
High occupancy rates are changing the specialty playbook. When malls are at 95%+ occupancy, specialty leasing shifts from filling space to optimizing revenue. The creative use of kiosks, common areas, events, and alternative revenue streams is becoming standard. Success now depends on maximizing every square foot, not just leasable retail space.
Collaboration Drives the Future of Specialty
Beyond concepts and revenue models, one insight resonated repeatedly: intimacy and collaboration matter more than transactions. Flex created a space for small-group discussions, honest feedback, and deep connections.
Specialty revenue is multifaceted, and the lines between leasing, marketing, and experience are blurring. The most successful concepts integrate these elements thoughtfully. Full, healthy centers attract better tenants. Programs that combine activation, sponsorship, and infrastructure succeed because the experience is intentional, curated, and measurable.
We also saw enthusiasm for simpler, practical innovations like our Boulder Ad Kiosks — low-cost kiosks that combine a digital experience on one side with static advertising on the other. Solutions like this give properties a scalable, deployable digital presence without heavy upfront investment, showing that sometimes “simple, consistent, and adaptable” approaches can be just as impactful as complex programs.
The Role of Curation and Experience
One of the most repeated takeaways from conversations with industry peers was the importance of presentation. “Boutiquification” has become the filter for acceptable concepts. It’s not about the product category itself; it’s about curation, display, and experience.
Even traditionally secondhand or resale categories succeed if presented intentionally. Record stores, pop-up toy experiences, and retro boutiques work because they are thoughtfully curated, branded, and designed for engagement.
Experience is no longer optional. Specialty operators must answer the question: Why would someone visit in person instead of ordering online? Whether through play tables, interactive testing, or immersive displays, the experience is the differentiator between a winning specialty concept and a commodity retailer.
Programmatic and Direct Advertising in Retail
Digital surfaced in nearly every session, regardless of the official panel topic. Conversations consistently returned to programmatic advertising, digital revenue, and integrated leasing outcomes.
The industry is moving past the either/or debate of programmatic versus direct sales. Today, the question is: How do you structure both to work together?
We discussed examples like luxury brands testing programmatic placements as entry points. Small tactical buys often evolve into larger activations or long-term commitments. When intentional, media can support leasing, and leasing can reinforce media—creating a true flywheel for revenue growth.
Experiential Marketing and Specialty Innovation
The creativity we saw across specialty leasing was remarkable. These teams aren’t “box checkers.” They are entrepreneurial, operating at the intersection of merchandising, experience design, and revenue strategy. Their work moves the industry forward.
Experiential marketing keeps showing up because the best operators know that digital communication must blend naturally with physical experiences. Done well, digital signage extends the experience, reinforces messaging, and provides measurable impact without feeling overly commercial.
The Power of Strategic Partnerships
Another standout theme was our partnership with Innovative Vending Solutions (IVS). Known for Zoomaroo stroller programs and massage chair units, IVS already provides meaningful, high-attention touchpoints.
Adding digital into these moments is natural. Families picking up strollers or shoppers pausing at massage units are already engaged in the moment. Digital signage can extend those interactions, providing utility, context, and storytelling that enhances both the shopper experience and revenue opportunities for brands and property owners.
Looking Ahead
Overall, the energy at Flex was high. The industry is past the “should we do digital?” stage and moving into execution: balancing programmatic and direct, scaling content, measuring impact, and ensuring operational excellence.
We’ll definitely be back at Flex next year—and I wouldn’t be surprised if TouchSource takes an even bigger role. The intersection of digital signage, experiential retail, specialty leasing, and retail media represents an enormous opportunity. When executed properly, these elements create a flywheel that drives growth for properties, brands, and shoppers alike.