A system that controls a presentation of digital content comprises at least one electronic display positioned in a retail shopping environment; a mobile device that filters, changes, or replaces content for display at the electronic display; at least one controller that controls an output of the content to the at least one electronic display in response to a request for a change in content received from the mobile device; and a user-configurable sphere of influence that establishes a distance of the mobile device from the at least one controller and determines whether at least one electronic display receives the controlled output of content based on proximity of the mobile device from the at least one controller.