The Future of Digital Signage in Retail

Table of Contents:

1. What is Digital Signage in Retail?
2. How Can Digital Signage Benefit Modern Retail?
3. Best Practices in Digital Signage for Retailers 
4. Future of Digital Signage in Retail Settings
5. Wrap Up
6. FAQs

Over the past couple of years, we have witnessed physical retail stores facing the challenge of competing with e-commerce sites. What we could not help but notice is the rise of digital signage as a tool to bring physical stores back "in the game."

But how can they not? They act as the perfect instrument for cutting costs, improving communication, indirectly impacting customer behaviour and keeping up with modern advertising ways.

This is why today we will focus a bit more about digital signage's retail future below. Stay with us!

What is Digital Signage in Retail?

Digital signage represents various technologies, including LCD monitors, screens, projectors and LED walls. These technologies all function as platforms for displaying information, marketing and advertising content. It can broadcast website graphics, movie-quality videos, restaurant menus, promotional messages, dynamic images or navigation signage.

In the context of retail, signage primarily utilises screens to convey messages and advertisements directly within the confines of a store. That way it helps capture the attention of shoppers and improves their in-store experience.

How Can Digital Signage Benefit Modern Retail?

Customer Experience and Employee Efficiency

Digital displays address the limitations of traditional media like posters or constant staff interaction, which can be critical during peak shopping periods. 

We all know how crazy shopping can get during holidays. Now imagine having screens communicating different product information or kiosks for faster self-checkout processes instead of stressing your staff. Sounds amazing, right?

Time-Saving and Costs Cut

One of the greatest aspects of digital signage is its value in efficiency and cost savings over time. Consider the struggle to manually update hundreds of posters for new product launches or sales promotions. Digital displays simplify this significantly by allowing for quick updates to pricing or product info with just a few clicks.

Sustainability

Sustainability in businesses is probably one of the hottest topics right now. By replacing paper-based advertising, digital signage supports environmental sustainability. This move towards digital reduces paper waste, contributes to less physical clutter, and aligns with eco-friendly business practices. It makes a conscientious choice for the future of retail.

Engagement

Digital signage can capture customer attention far more effectively than traditional advertising. Studies show that dynamic digital displays can attract 400% more views than static posters. In fact, many shoppers report being enticed into stores they have never visited before after being drawn in by appealing digital displays.

Brand Consistency 

Digital boards ensure that branding and messaging remain consistent across all your store locations. With centralised control over content, retailers can ensure that every customer receives the same experience, whether they are visiting a store in Europe, Asia, America, Africa, etc. This consistency is important for building a trusted and recognizable brand.

Best Practices in Digital Signage for Retailers 

When strategically positioning digital signage within a retail environment, it is important to plan every aspect of it. Like welcoming shoppers at the entrance or easing purchases at checkout. Below, we will familiarise you with several best practices:

Strategic Placement

• Entrances and Storefronts

Aim to grab attention and draw in foot traffic by placing digital displays near entrances where they are clearly visible from the outside.

• Product Displays

Increase product visibility and provide detailed information by integrating digital signage directly within or next to product areas.

• Checkout Areas

Promote last-minute buys and highlight loyalty programs by installing smaller screens at checkout counters.

• Waiting Areas

Engage customers during wait times by setting up screens in areas with queues, featuring both entertaining and informative content.

Installation Considerations

• Height and Angle

Position displays at eye level for optimal visibility and adjust their angles to reduce glare and ensure clarity from different viewing positions.

• Integration with Store Design

Ensure that digital displays blend seamlessly with the overall store design, enhancing the aesthetic appeal rather than detracting from it.

• Interactive Elements

Where appropriate, incorporate interactive features like touchscreens to actively interact with customers.

• Maintenance Accessibility

Place displays in locations where they can be easily accessed for maintenance like swift repairs and regular content updates.

• Synchronisation

If operating multiple displays, synchronise them to deliver a cohesive and visually impactful experience.

Optimising Visibility

• Contrast and Brightness

Adjust these settings according to the store's ambient light to keep displays clear and easy to read under all conditions.

• Content Relevance

Customise content to match the specific location and its audience.

• Dynamic Content Updates

Utilise a content management system that supports real-time updates, keeping the information displayed accurate and timely.

• Testing and Feedback

Continuously evaluate the effectiveness of your digital signage by gathering customer feedback and analysing performance data.

Future of Digital Signage in Retail Settings

A fascinating development of digital signage in retail could be integrating augmented reality (AR). Potential upgrade could be walking past a store where the digital signage recognises you, perhaps through a mobile app or loyalty program. It could instantly display a personalised greeting along with customised promotions tailored just for you. 

As you look at the display, you can point at a product advertisement, and through AR, see that item in a 3D view or even visualise how it might look in your home or on you. This could be particularly transformative for sectors like furniture, fashion and beauty.

Additionally, this AR-enhanced digital signage could offer interactive tutorials or product demonstrations. For instance, a beauty store could display a new makeup product with an option to see a tutorial on your reflection on the screen, showing how to apply the product on your face virtually.

Such integrations could enrich a user's experience and bridge the gap between online and physical retail. This way, it will allow stores to provide a level of customisation and interaction that's traditionally implemented digitally. This could significantly increase engagement and make shopping more of an event and less of a chore.

Wrap Up

As we wrap up our exploration of digital signage in retail, it is clear that, indeed, it is a great way to improve customer engagement and embrace sustainability. This can help brick-and-mortar stores keep up with the latest trends.

As retailers continue to innovate, the future of digital signage looks bright, with endless possibilities to enhance, engage and excite. 

Frequently Asked Questions

1. Can digital signage actually increase sales?

Yes, it can significantly increase sales by capturing customer attention more effectively than traditional signage, promoting impulse purchases through eye-catching promotions, and improving the visibility of high-margin products or special offers.

2. What are some best practices for installing digital signage in retail?

Best practices include strategic placement at high-traffic areas like store entrances and checkout lines.This is to  ensure displays are at eye-level and angles to reduce glare, integrate signage seamlessly with store aesthetics, and include interactive elements to engage customers directly.

3. What future trends are likely to influence digital signage in retail?

Future trends include the integration of augmented reality (AR) to provide immersive experiences, the use of artificial intelligence (AI) for personalised content delivery, and increased interactivity through touchscreens and gesture recognition technology. These advancements will help create more personalised and engaging shopping environments that can potentially close the gap between online and physical retail spaces.