Q: You’ve worked at the intersection of visual storytelling and tech for years. What first drew you to that space, and what’s kept you there?
John Lamb: What first drew me to visual storytelling and tech was photography. I had a dark room in the house growing up, and I went to school officially for a photography degree from one of the world’s best schools. I started out doing that professionally, but it was always the digital aspect that pushed me to explore more. Back then, photography was still film-based, but I found myself interested in the shift toward digital and how that could tie into other things.
That curiosity led me into marketing, starting with a scanner company, so right away, I was working at the intersection of digital and visual. Later, I spent over seven years at Canon, and I’ve really stayed in that visual world ever since. Companies like Apple under Steve Jobs inspired me, just watching how they communicated through design. It’s always been about finding new ways to connect with people through visuals and technology.
Q: In a world saturated with screens, how do you think content creators can cut through the noise and actually drive action?
John Lamb: I think it comes down to understanding that not all screens are created equal. Everything we do involves screens, and what people often overlook is the power of those screens to do more than just display. Content has to be purposeful. A lot of people are producing content now, especially with AI tools, but they don’t necessarily have a collective plan behind it. It’s not about just creating visuals: it’s about promoting your entire business in a way that makes sense across every touchpoint.
For example, even when a register is closed, that screen is still a marketing opportunity. Someone in line can glance over and be influenced by what’s playing. So, musing motion, video, and well-designed graphics that grab attention and get people thinking beyond what they came in to buy are key. You’ve got to consider the entire environment and how content can live dynamically within it.
Q: How have you seen customer behavior evolve in response to screen-based experiences, particularly in high-traffic retail environments?
John Lamb: One of the biggest things I’ve seen is how screens can influence basket lift. You’re not just relying on static signage anymore. With motion, with video, with strategic placement, you’re actively engaging the customer. For example, in a fast food line, you’re seeing bright, beautiful graphics on the screens encouraging people to try something new, maybe something they hadn’t planned on ordering. Even the closed register screens are being used to market and broadcast, so you’re constantly engaging the customer even when they’re waiting.
There’s also a growing use of analytics behind the scenes. Some installations utilize cameras that can monitor dwell time or eye movement, tracking where people are looking. That kind of data helps you see what’s working and when. You can start asking, is there a time-of-day difference? Does one offer perform better in the morning versus the afternoon? It’s about using that information to tailor the experience and increase conversions without the customer being burdened by it.
Q: What role do you think AI should play in enhancing, rather than overcomplicating, the customer experience?
John Lamb: AI has a lot of potential when it’s used to analyze data in a way that helps improve the customer experience. What we call AI today is really the power of extreme computing to help us look at finite trends like time of day, product performance, and customer behavior. That kind of analysis can guide decisions, like knowing whether to promote purses in the morning or shoes in the afternoon. It’s all about understanding what resonates and when.
Where AI really works is on the back end, processing massive amounts of data to figure out what’s effective. But it also has to connect to the front end—the customer interface—so it actually causes someone to act. Whether it’s suggesting complementary products in an endless aisle setup or guiding choices based on what a person is wearing or browsing, AI should support a more seamless and responsive experience. The key is to avoid crossing into the creepy territory and keep it useful, yet not invasive.
Q: From your perspective, what separates good content from truly impactful content in a point-of-sale setting?
John Lamb: Impactful content starts with understanding the environment it lives in. A point-of-sale screen isn’t just a place to show something. It’s a touchpoint with the customer that needs to be treated with intention. Good content might be clear or visually pleasing, but truly impactful content gets someone to take action. It might make them look up, reconsider their order, or try something new they hadn’t thought about.
Design plays a huge role in that. I’ve seen examples where a business has poor digital design–both online and in-store–but a well-designed self-order kiosk completely transforms the customer experience. More than looks, it’s about how the content flows, whether someone wants to use it, and how well it moves them through a decision. Every piece of content should be part of a larger experience that reinforces the brand and drives behavior.
Q: You’ve mentioned the power of design to influence behavior. Can you share an example where thoughtful design directly boosted user engagement or conversions?
John Lamb: There’s a company called Bite that I think really shows how design can make a difference. They use our Wallaby self-order kiosks, but it’s their software and visual design that help make it stand out. I saw an example recently with a quick serve restaurant chain: large, clean graphics, and really well-designed interfaces. They walk into places where the existing digital systems might look outdated, and they build these beautiful self-order kiosks that completely elevate the customer experience.
We also recently launched a new product designed specifically for kitchen environments, wrapped in steel for cleanliness and built to withstand heat and splash, while still being sleek enough to deliver clean visual content that helps in food prep. These are the kinds of solutions that sit right above grills and guide staff in real time. What’s interesting is that these tools aren’t just functional, they’re designed to flow. When the design is strong, not only do people use it, but they move through it faster. That’s the power of getting it right.
Q: Where do you see the biggest opportunities for businesses to rethink the way they use screens, not just as displays, but as immersive brand touchpoints?
John Lamb: The biggest opportunity lies in how businesses use screens to create a full customer experience. Too often, screens are treated as a utility rather than a brand extension. But every screen, whether it’s a massive in-store display or a small customer-facing display on the point-of-sale terminal, has the potential to deliver a branded moment. It’s about asking: what’s the experience someone is having when they interact with it?
We think about that in how we design our modular platform. It’s built so you can turn any screen into a curated experience, something that reflects your brand at every level. I’ve seen great examples, like at a custom closet showrooms—where stunning visuals appear on the display to bring designs to life and create that instant wow factor. That kind of visual experience can leave a lasting impression, but only if it’s designed intentionally. So the real opportunity is to stop thinking of screens as background noise and start thinking of them as active participants in the customer journey.
Q: With your background in photography and digital media, how has your approach to visual communication evolved in the age of data, apps, and AI?
John Lamb: My approach has definitely evolved alongside the tools. With a background in marketing, photography, video, and digital media, I’ve always been drawn to the visual side of storytelling, but now, attention spans are shorter, and everything has to land faster. I think in terms of billboards: if you’re going 65 miles an hour, you’ve got about three seconds to get the message across. That’s how I look at everything now. If someone has to really study a slide, screen or ad, it’s already missed the mark.
We’ve also reached a point where AI can enhance that process in useful ways. I’ll use it to help boil things down or summarize complex information—like a patent for a unique technology—into a clear, user-friendly benefit. In content creation, AI could eventually do things like match sound effects to visuals or analyze a scene to generate background music. It’s not about replacing creativity, it’s about accelerating the process and helping us communicate more effectively, especially when time and clarity matter most.
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Who Is John Lamb?
John Lamb is a marketing, brand, and digital expert with 25+ years of experience, including B2C, B2B, B2G, and D2C for consumer, business, and SaaS-based technology products. John has worked for some of the most powerful elite brands in the world, including Canon, Sony, Sanyo, Epson, Getac, and Elo. He has appeared on CNN, Fox News, and many local and cable channels. Today, John leads Elo’s worldwide marketing initiatives.
