Digital Signage: Bridging the Gap Between Online and In-Store Retail

With bricks-and-mortar stores making a comeback, how can digital signage enhance the retail experience?

Research has now found that millennials are more likely to visit a bricks-and-mortar store than baby boomers. This shifts some of the responsibility from online advertising to how brands utilise their stores.


With this shift, digital signage is appearing in various forms throughout the retail experience. Out-of-Home digital billboards, video walls and smaller in-store installations are becoming common features in the shopping experience. Digital signage has various promotional and practical benefits which more and more brands are harnessing in stores.


Commercial Benefits

8 out of 10 shoppers have entered a store due to digital signage catching their eye. Undeniably, digital signage is more eye-catching and memorable than traditional static signage. It gives brands the opportunity to create richer, more detailed messaging that has greater power in influencing consumer behaviour.

Therefore, it is no surprise that digital signage has been found to increase footfall by24%. Not only can digital signage encourage customers into stores, it also improves sales - encouraging customers to spend 30% more time browsing. With only 13% of customers sticking to a pre-determined purchase list, digital signage can be used as a device to impact customers on their path-to-purchase.


Research has found an average increase in sales by 29.5% in retail and a 50% sales increase in hospitality when introducing digital menu boards.


Bringing together online and offline – digital signage is a new medium for multi-channels campaigns. As we are constantly reminded, customers are far more likely to respond and engage with a truly integrated multi-channel campaign. Digital signage is a clever platform for brands to use, as screens are able to display the same content that customers have viewed online – cleverly bridging the in-store and online experience.

Practical Benefits

Practically, digital signage in retail brings a new level of ease for brands. With the ability to control digital displays using simple content management systems, brands can change their content readily, updating displays at the click of a button. More advanced technologies are even able to detect external factors such as temperature and the demographic of viewers, changing the content displayed accordingly.

Digital signage can also relieve shop assistants of certain responsibilities. For instance, product information displayed on screens can answer customer queries without needing to engage a staff member. Easier for the customer and the store staff.


Customer Benefits

In an environment where customers have more and more power and influence, creating an engaging, pleasant customer experience is vital to in-store success.

Firstly it is obvious that digital signage creates a more interesting, attractive environment for the shopper – engaging them in mixed video content. Brands can use more complex storytelling and even interactive content to engage and entertain shoppers.

Secondly, product information is more readily and obviously available. Digital signage creates an efficient customer experience that shoppers may not even consciously realise; demonstrated by the fact that digital signage reduces perceived wait time by 35%.

It comes as no surprise that 84% of UK retailers believe digital signage helps create significant brand awareness. As a method to differentiate your brand, advertise and use as a sales tool, digital signage is incredibly useful.

Digital signage therefore appears to be here to stay. Video walls, menu boards, small screens and large format billboards are all entering our retail environment with obvious benefits to both consumer and retailer.


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Digital Signage: Bridging the Gap Between Online and In-Store Retail

With bricks-and-mortar stores making a comeback, how can digital signage enhance the retail experience?

Research has now found that millennials are more likely to visit a bricks-and-mortar store than baby boomers. This shifts some of the responsibility from online advertising to how brands utilise their stores.


With this shift, digital signage is appearing in various forms throughout the retail experience. Out-of-Home digital billboards, video walls and smaller in-store installations are becoming common features in the shopping experience. Digital signage has various promotional and practical benefits which more and more brands are harnessing in stores.


Commercial Benefits

8 out of 10 shoppers have entered a store due to digital signage catching their eye. Undeniably, digital signage is more eye-catching and memorable than traditional static signage. It gives brands the opportunity to create richer, more detailed messaging that has greater power in influencing consumer behaviour.

Therefore, it is no surprise that digital signage has been found to increase footfall by24%. Not only can digital signage encourage customers into stores, it also improves sales - encouraging customers to spend 30% more time browsing. With only 13% of customers sticking to a pre-determined purchase list, digital signage can be used as a device to impact customers on their path-to-purchase.


Research has found an average increase in sales by 29.5% in retail and a 50% sales increase in hospitality when introducing digital menu boards.


Bringing together online and offline – digital signage is a new medium for multi-channels campaigns. As we are constantly reminded, customers are far more likely to respond and engage with a truly integrated multi-channel campaign. Digital signage is a clever platform for brands to use, as screens are able to display the same content that customers have viewed online – cleverly bridging the in-store and online experience.

Practical Benefits

Practically, digital signage in retail brings a new level of ease for brands. With the ability to control digital displays using simple content management systems, brands can change their content readily, updating displays at the click of a button. More advanced technologies are even able to detect external factors such as temperature and the demographic of viewers, changing the content displayed accordingly.

Digital signage can also relieve shop assistants of certain responsibilities. For instance, product information displayed on screens can answer customer queries without needing to engage a staff member. Easier for the customer and the store staff.


Customer Benefits

In an environment where customers have more and more power and influence, creating an engaging, pleasant customer experience is vital to in-store success.

Firstly it is obvious that digital signage creates a more interesting, attractive environment for the shopper – engaging them in mixed video content. Brands can use more complex storytelling and even interactive content to engage and entertain shoppers.

Secondly, product information is more readily and obviously available. Digital signage creates an efficient customer experience that shoppers may not even consciously realise; demonstrated by the fact that digital signage reduces perceived wait time by 35%.

It comes as no surprise that 84% of UK retailers believe digital signage helps create significant brand awareness. As a method to differentiate your brand, advertise and use as a sales tool, digital signage is incredibly useful.

Digital signage therefore appears to be here to stay. Video walls, menu boards, small screens and large format billboards are all entering our retail environment with obvious benefits to both consumer and retailer.


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Bringing the world into even higher resolution with brighter, more realistic images, MicroLED will create screen displays we didn’t think possible.

Read more

The New Technologies Disrupting Out-of-Home Advertising.

As we know, digital technology is rapidly evolving – creating new opportunities for both brands and consumers to communicate. This article explores four technological advances disrupting digital out-of-home (DOOH) advertising as we know it.

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