The presence of digital technology at the GlobalShop 2013 expo can be summed up in one word:

Disappointment.

The “Digital Store” area was tiny, and what should have been the focus – integrating digital technology into the physical store environment – was virtually nonexistent, with the few vendors who did have interesting solutions scattered around the show floor seemingly at random.

The biggest problem with the few solutions on display is that they all seemed to innovate in one direction only. Yes, we all get that you can put Samsung's “smart glass” into a variety of boxes, but given all the other interesting things that could be shown in an expo setting, having such a mono-focus on transparent LCD screens was disappointing.

Unfortunately, we're witnessing the symptom of a broader and more pervasive problem in the store design world. Technology is still being isolated into a specific “showcase” instead of exploring how it should be integrated into other elements of the shopping experience. Why do trade shows and expos insist that the right way to bring digital solutions to the design industry is to stick them in a little box and label it “digital store”?

Yes, there are a number of different trade shows that designers can go to and learn about new digital solutions, but unless you have the time (and budget) to go to digital signage shows, mobile industry shows, kiosk shows and enterprise solution shows you'll never get the full picture of how to bring digital into brick and mortar stores.

It's 2013, and time to stop pretending we're impressed by the latest screens. The design expo industry owes it to itself to show technology in a better light.