I know you will find it hard to believe but having a 5 year old daughter I generally end up in the Disney Store when I go to the mall. On out last trip I saw this digital sign that I though was pretty interesting. The picture doesn't quite do it justice but it is in the shape of a tree and continually moving. While I was watching it was depicting Alice in Wonderland. I was not the actual movie but the character moving around on the screen and interacting.
I thought it was a very interesting use of digital in the store. To me, this is something they used to enhance the fairy-tale experience in retail. It might be worth trying something similar in our stores, though I have no idea how I'd prove out a business case for a digital sign that just adds to the general feel of the store. I guess, in this case, you could make a case for drawing people into the store with interesting digital material.