Digital signage in retail: Technology, benefits & uses
Discover how digital signage, self-scanning and other connected retail technologies can work together to create a better shopping experience.
Few retail technology topics are generating as much discussion as digital signage. And with almost as many opinions as there are ways to use digital screens, it's easy to see why.
From large promotional displays to smaller, interactive touchpoints throughout the store, digital signage offers retailers a wide range of opportunities. When used effectively, it can enhance the in-store environment, improve communication and help create a more connected omnichannel shopping experience.
Discover how digital signage, self-scanning and other connected retail technologies can work together to create a better shopping experience.
What is digital signage?
Digital signage in retail refers to the use of electronic screens and displays to communicate information, promotions and other content to shoppers.
From large promotional screens and electronic shelf labels to interactive displays, digital signage helps retailers create a more flexible and connected store environment.
Successful digital signage implementations depend on a combination of reliable hardware, relevant content and smart integrations. When connected with technologies such as self-scanning and mobile shopping, digital communication can become more personalised, providing shoppers with useful information throughout their shopping journey.
The right screen for the right purpose
Digital screens come in many sizes, shapes and configurations, each serving a different purpose in the retail environment. Choosing the right type of display for each touchpoint is essential to creating a pleasant and helpful shopping experience.
Of course, there are many different display models and technologies within each category. Factors such as durability, energy efficiency, screen size and intended use all play an important role in selecting the right digital signage solution.
Large screens: Inspire and attract
Capture attention, promote major campaigns and communicate messages to a broad audience.
Mid-sized screens: Inform and guide
Provide practical information, guide shoppers and support specific activities throughout the store.
Shelf-level displays: Support decisions
Present prices, promotions and product information directly where purchasing decisions are made.
Self-scanning screens: Personalize and assist
Deliver relevant offers, product details and real-time feedback directly to the shopper's handheld device or smartphone.
Explore digital signage in retail
Discover how different types of digital signage can enhance the shopping experience, and why combining digital screens with self-scanning opens up new opportunities for personalised communication.
Digital signage in retail: The right message, on the right screen
Digital signage is transforming retail, but does every screen serve a purpose? Discover how the right mix of screens, self-scanning and smart technology can create a better shopping experience.
Is digital signage enough? Why the next step in retail should be personal
Is showing everyone the same message still the best approach? With self-scanning and personalisation, retailers can make promotions more relevant, timely and useful.
Discover more connected retail solutions
Digital signage is just one part of the connected retail experience. Explore how other technologies can help retailers create a smoother and more convenient shopping journey.
Omnichannel retail
Connect digital and physical shopping experiences to create a more consistent customer journey.
Self-scanning / Scan&Go
Learn how scan&go can improve convenience and give shoppers greater control.
Retail technology insights
Explore more articles, trends and insights into the technologies shaping modern retail.
Frequently asked questions about digital signage
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Digital signage in retail uses electronic screens—such as promotional displays, interactive store maps, electronic shelf labels, and self-scanning devices—to show ads, product information, and messages directly to shoppers.
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Digital signage offers several benefits, depending on the screen type and intended use. It allows retailers to update content quickly, display multiple messages on a single screen and communicate relevant information throughout the store.
Compared to traditional printed signs, digital signage provides greater flexibility and can enable interactive experiences through touchscreens and other connected technologies. When integrated with wider retail systems, it can also support a more seamless omnichannel shopping experience.
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Self-scanning and Scan&Go can complement traditional digital signage by bringing digital communication directly into the shopper's hands.
Whether using a dedicated handheld scanner or a smartphone, shoppers can receive personalised offers, product information, promotional updates and other useful messages during their shopping journey.
For example, a shopper scanning a product could immediately see a relevant bundle discount or additional product details. This creates an opportunity to move beyond general advertising and provide more personalised, contextual assistance.
Want to learn how to succeed with digital signage together with self-scanning?