Digital Signage for the Retail Industry: Where Should You Start?

As shoppers peruse inventory, they’re going to be looking for a customized experience. Integrating their mobile device to an in-store digital signage campaign is essential to meeting the expectations of modern consumers. People should feel a connection between the textiles they’re touching and the deals you’re delivering. In other words, modern marketing is about combining all communication avenues into a singular, cohesive medium that facilitates purchasing.

To harness the benefits of digital signage in the retail industry, it’s important to understand exactly what the technology requires and how it can further your business.

What is Retail Signage?

According to a recent survey, 8 out of 10 customers entered a store because of the image and text they viewed on a digital sign. Retail digital signage is an incredibly effective way to increase foot traffic in brick-and-mortar locations by creating customer engagement and drawing people in.

While a retail owner might love seeing lines at the checkout, it can serve as a diversion tactic to purchasing. Some people may not even buy if the line is too long. Not only does retail digital signage bring people into the store, it keeps them engaged while they are waiting. It also keeps them informed about upcoming events and promotions, helping to ensure return visits. Simply put, digital signage for retail has a variety of functions that can lead to an increase in ROI.

In-store digital signage appeals to any customer window shopping, looking for a particular item or deal or waiting in line. Some forms of interactive signage even allow customers to sign up for special promotions or memberships. The retail digital signage market continues to grow as consumers are coming to expect the technology in modern places like malls and shopping centers.

The Retail Signage Market

As the market for digital signage technology expands, the retail industry benefits in a multitude of ways. According to recent studies, the following are some facts about how retail digital signage directly affects sales and customer engagement:

  • When it comes to digital billboards, 71% of consumers felt that this type of advertising stood out more than online ads, and 46% stated they were more prominent than TV ads.
  • Retail digital signage makes more of an impression than videos on Facebook.
  • When customers engage with a brand through a variety of channels, they are 3X as likely to purchase.

The Effects of Retail Signage

Retail digital signage is all about on-the-spot branding. It’s a chance to display your product or service and tell the story behind your company culture. Creating an opportunity for customers to feel connected to your brand at the point of purchasing is one of the many reasons to use retail digital signage.


Digital signage in retail affects customers by creating expediency and a sense of engagement. Static signs can breed stagnation and cannot be updated in real-time. The ability to instantly promote deals and specials in-house allows you to direct purchasing and focus on interested leads.

Digital signage is also a means to educate and inform your target audience. Since consumers aren’t too interested in being sold to, this is a means to “sell” them at the point-of-sale by simply engaging them with knowledge about what they intend to buy.


Adding a few displays to the break room does wonders when it comes to employee communication. Just as signage engages customers, it does the same for employees. If you want new or important information to be heard, the best way to do so is through a digital display. Since retail employees often work at different locations, this is also a means to streamline your message across multiple regions and teams.


Content can be tailored depending on the type of retail business you run and your clientele. The following are just a few ways content is used for in-store retail signage:

  • Branding
  • Event videos
  • Calls-to-action
  • On-shelf product tutorials
  • Promos
  • Point-of-sale offers
  • Vendor advertising

The content of your retail signage is dependent upon your target audience and message. Prior to creating any in-store campaigns, it’s critical that you understand exactly who you are talking to and the types of content they want to see.

The Final Message

A healthy concept of what a call-to-action means is important for any business owner interested in improving their marketing. A CTA within your in-store digital signage content creates a purpose for your campaigns by providing your customers with a clear action to take.

Simply put, retail digital signage can help increase sales. This is done, not through pushy content, but through media that adds value. As the retail signage market continues to grow, you don’t want to be left behind. Contact us today.

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