6 Reasons Why Digital Signage For Retail Stores Can Increase Sales

Walk into any modern retail store and you'll notice something: screens are everywhere. From sleek video walls showcasing the latest collections to interactive kiosks helping customers find what they need, digital signage has become essential to the retail experience.

This shift isn't just about looking modern. Digital signage in retail delivers real results. By enhancing engagement, guiding customer decisions, and creating immersive experiences, retailers are using screens to maximize the impact of every in-store interaction. As 79% of sales are still happening in physical stores, digital signage helps combine the convenience of online shopping with the tactile appeal of brick-and-mortar.

Whether you're looking to boost sales, engage customers differently, or modernize your store operations, understanding the benefits of digital signage in retail is your first step.

Key Takeaways:

• Digital signage in retail offers a fresh way to boost sales, engagement and brand presence by replacing static signs with dynamic displays.
• It drives higher in-store dwell time and conversion by delivering targeted, eye-catching content at the right moment.
• Flexibility is a major benefit: content can be updated remotely in real time, making promotions and messaging far more agile.
• Eco-credentials also improve, since digital signage cuts down on printed materials and waste.
• With its retail-specific solution, Poppulo (see: Digital Signage / Retail Digital Signage) helps retailers implement this smoothly and scale across locations.

What is Digital Signage?

Digital signage is a form of electronic display used to present information, advertising, and other messages in a variety of places, including retail stores, restaurants, office buildings, airports, and other public spaces. Digital signage is a powerful tool for retailers to connect with consumers in-store and both differentiate the brick-and-mortar experience from e-commerce, and tie the two experiences together–depending on how the technology is used.

Examples of Digital Signage in Retail Stores

Retailers are increasingly using digital signage to enhance the shopping experience, increase customer engagement, and drive sales. Examples of digital signage in retail stores include digital menu boards, video walls, interactive kiosks, and smart mirrors. For instance, Bloomingdale’s uses interactive displays to allow customers to try out sunglasses virtually, while Sephora’s ModiFace digital display enables customers to virtually try on makeup without having to physically apply it.

Digital Signage in Modern Retail

Among the five factors that influence purchasing decisions, digital signage falls within the psychological category. Digital signage for retail enhances customer interaction and engagement within physical stores.

According to a research paper titled “The effect of digital signage on shoppers’ behavior: The role of the evoked experience,” digital signage is said to be an effective, controllable in-store experience provider that works by evoking specific experiences—aesthetically pleasing sensory-affective or decision-helping intellectual—that then positively affect shoppers’ approach behaviors directly and indirectly.”

Or, to put it simply, we all like eye-catching things!

Addressing Key Retail Priorities: Meeting the Expectations of Consumers and Employees

We are conditioned to enjoy a short, snappy video, and as we have known for years, our brains are predisposed to read any text placed in front of us. Our emotions are influenced by storytelling and compelling designs.

Digital signage has been proven to bring in customers, increase brand recognition, and ultimately boost sales. Here's why:

1. Enhanced Customer Engagement

Though there is no doubt that online shopping is a steadily growing trend, as of 2022, in-store shopping is still more popular than online shopping, with 79% of sales being offline. Therefore, to engage your customers’ senses, you must make use of the most impactful, immersive tools in your kit.

Dynamic digital displays grab customer attention and create experiences that traditional static signs simply cannot compete with. Digital kiosks can be utilized alongside various types of digital displays to create a cohesive brand experience. Through enticing visuals and videos, digital signage captivates and entertains customers, making the in-store experience more engaging and enjoyable.

Interactive Digital Signage Content

Interactive digital signage takes customer engagement up a notch. Digital signage software enables the creation and management of interactive content, making it easier for retailers to engage customers. Touchscreens, QR code scanning, and gesture recognition technology enable customers to actively participate in the content. Whether browsing product catalogs, accessing additional information, or even playing games, interactive digital signage transforms passive onlookers into active participants, making the information and the brand more memorable.

Real-Time Updates

“Retail has changed staggeringly in the last decade, especially with the pandemic disrupting normalcy and retailers having to adapt to a remote, digital-first approach to keep businesses afloat.”

Retailers have an enormous job on their hands, to keep pace with the demands of consumers, nevermind the competition. A huge advantage of digital signage is its ability to deliver real-time updates. Businesses can instantly modify content to reflect constantly changing circumstances, such as new promotions, the latest collections, or even current weather and traffic conditions. This adaptability ensures that customers receive the most up-to-date, relevant information, enhancing their overall experience and increasing the effectiveness of the signage.

Personalized Shopping Experiences

By tailoring and personalizing the retail experience, businesses can leverage digital signage to engage customers on a deeper level. By sharing their brand story, businesses can attract customers and foster loyalty. For example, automotive industry customers can personalize their in-showroom experience by configuring a virtual car display and customizing vehicle specifications, interior features, and color options.

By empowering customers to create bespoke solutions, retailers can give customers a taste of the experience they would get from a small boutique or specialist retailer. Suddenly, shopping in a large retail outlet doesn’t feel at all homogenous or impersonal!

Better Customer Experiences

Ultimately, digital signage contributes to better customer experiences across various industries. In hospitality, properties can streamline the check-in processes and provide guests with local recommendations. In healthcare, providers can offer wayfinding assistance and informative health tips. In transportation, airports can update travelers on schedules and delays. Digital signage enhances customer satisfaction by delivering relevant, real-time information and interactive engagement opportunities regardless of the sector. Its versatility makes it a no-brainer for modern businesses looking to provide the best experiences for their customers.

2. Increase Sales with Improved Brand Visibility

Brand visibility is defined as the proportion of exposure a brand enjoys in relation to its competitors and its industry. A comprehensive digital signage system can enhance brand visibility and streamline operations. Remember—we most often choose what is familiar or recognizable to us.

Consistent Branding

Brand visibility is three and a half times higher for consistently presented brands than those without a consistent brand presentation. By displaying logos, color schemes, and messaging that aligns with your brand, customers can easily recognize you in a crowded marketplace. Consistency builds trust, and trust encourages repeat business. Digital signage creates more opportunities to be consistent with your brand.

Eye-Catching Retail Store Displays

We’ve already mentioned shopping with our senses. One of the most striking advantages of digital signage is its ability to catch the eye. Traditional static signs can’t match the attention-grabbing potential of moving images, videos, and interactive content. Digital signs provide retailers with a cost-effective solution that offers real-time content updates and promotional opportunities. By showcasing products, promotions, and stories through digital signage, retailers can draw customers in and keep them engaged longer, increasing the likelihood of making a sale.

Increased Foot Traffic

Digital signage can act as a beacon, drawing in potential customers from outside the store. Dynamic displays showcasing promotions, sales, or new arrivals (geo-targeted, of course!) can pique the curiosity of the passersby and entice them to step inside. It's Retail 101—higher footfall equals higher sales.

Stronger Digital Presence

Digital signage bridges the gap between the physical and digital realms. Retailers can integrate digital signage with social media feeds, online reviews, and e-commerce platforms, particularly those with headless commerce capabilities. This seamless connection enables customers to interact with the brand online and offline, creating a holistic shopping experience.

3. Cost-Effective Advertising

While the initial installation cost of digital signage may seem high, it is a cost-saving investment over time as it reduces expenses related to printing, distributing, and administrative tasks. As a retail business grows, digital signage can seamlessly adapt and enhance store operations.

Digital Signage Means Reduced Printing Costs

Bye-bye, endless ink and paper! The elimination of traditional print materials such as posters, flyers, and other promotional materials allows businesses to spend that budget on creating and updating content digitally. This reduces ongoing operational costs and minimizes the environmental footprint, aligning with sustainable business practices.

Dynamic Content Management

Spotted a pesky typo or want to change some wording at the last minute? No problem. Making edits to your signage is free and very easy to manage. Digital signage enables businesses to manage and update content in real time. This flexibility is a cost-effective way to keep advertising materials fresh and relevant. Whether promoting daily specials, seasonal offers, or timely announcements, dynamic content management ensures that the message is always up-to-date without incurring additional printing and distribution expenses.

Targeted Advertising

Digital signage can deliver targeted advertising based on location and demographics, interests, time of the day, temperature, and more specific conditions. This precision targeting ensures that the right message reaches the right audience, maximizing the effectiveness of advertising efforts. By tailoring content to specific customer segments, businesses can increase their return on investment (ROI) while minimizing wasted advertising spend.

4. Flexibility and Versatility

Digital signage has emerged as a flexible and versatile tool that revolutionizes how information is presented and communicated across various industries. In a retail environment, digital signage can effectively attract customers, promote products, and communicate brand stories. It enlightens, it entertains, it engages.

“You walk into a retail store, whatever it is, and if there’s a sense of entertainment and excitement and electricity, you wanna be there.”

– Howard Schultz, CEO, Starbucks

Adaptable Content

One of the hallmarks of digital signage is its capacity to deliver dynamic, adaptable digital signage content. We have noted how digital displays can be updated in real time, allowing businesses to tailor their messaging to specific audiences, events, or changing circumstances. All content can be managed remotely and easily customized, ensuring that messages remain relevant and engaging, regardless of evolving marketing strategies or shifting consumer needs.

Seasonal Promotions

Digital signage was made for seasonal campaigns and special events! Businesses can deftly switch between promotional themes and content to align with holidays, seasons, or marketing strategies. For example, a retail store can effortlessly transition from back-to-school to Halloween-themed displays, maximizing sales opportunities and keeping the shopping experience fresh and appealing to customers throughout the year.

Multifunctional Displays

Modern digital signage solutions offer multifunctional displays that can serve various purposes within a single screen. These displays can simultaneously incorporate live TV feeds, social media updates, weather forecasts, and promotional content. This versatility ensures that digital signage does more than deliver messages; it becomes an interactive and engaging part of the environment.

5. Eco-Friendly Stores

In the pursuit of more sustainable and environmentally responsible business practices, the retail industry is turning to alternative solutions, including digital signage. Retail businesses can leverage digital signage to create entertaining shopping experiences that resonate with modern consumers.

Reduced Paper Waste

Traditional paper-based signage, such as posters, banners, and flyers often generate substantial waste. When you start to dig into the figures, the situation is really quite alarming. A whopping 50% of the waste of businesses is composed of paper. As we know, paper production requires enormous amounts of energy and water and is a prime cause of deforestation. By contrast, digital signage almost entirely eliminates the need for these paper materials. Retailers can now convey information, promotions, and advertisements through dynamic electronic displays.

This transition reduces paper consumption, lowers printing costs, and minimizes the environmental burden of paper production and disposal. In the same way that retailers communicate with staff via email, they can communicate with shoppers via modern, efficient digital signage.

Energy Efficiency

Digital signage technology has evolved to prioritize energy efficiency. And good news for retailers: a 20% cut in energy costs represents the same bottom-line benefit as a 5% increase in sales!

Modern LED screens are designed to consume significantly less energy compared to traditional lighting sources. Plus, these displays often incorporate smart features, including automatic brightness based on ambient lighting conditions and the ability to schedule on/off times. By consuming less power, carbon footprints can be reduced and energy costs cut. This energy-efficient approach aligns with sustainability goals and benefits the environment—and the bottom line.

Sustainability Benefits

Under the broader umbrella of sustainability strategy, digital signage can help to demonstrate the retailer’s commitment to environmentally responsible practices. Engaging and interactive displays can attract window shoppers and encourage them to explore the store further.

Here are some examples:

• Promoting Green Products: Retailers can educate customers and encourage them to make more sustainable purchases. For example, a grocery store could feature digital displays in the produce aisle, highlighting the benefits of organic farming or the environmental advantages of choosing local vegetables.
• Encouraging In-Store Recycling: We’ve all stood in front of a group of bins and wondered what to do. Displays near recycling bins can provide information on what items can be recycled and how to do so correctly.
• Promoting Corporate Social Responsibility: Retailers can communicate their commitment to CSR by sharing information about environmental initiatives, such as reducing carbon emissions, using renewable energy sources, or supporting local sustainability programs. This builds trust and loyalty among eco-conscious consumers.
• Sharing Sustainability Success Stories: Celebrating stories and milestones demonstrates transparency and accountability, reinforcing the retailer’s dedication to eco-friendly practices.
• Real-Time Environmental Metrics: For large retailers with advanced sustainability initiatives, real-time environmental metrics could be displayed on digital screens. For example, energy consumption, water usage, or waste diversion rates. This holds the retailer accountable for its sustainability goals—and, again, demonstrates commitment and transparency on their part.

6. Competitive Advantage

Competitive advantage means setting yourself apart from the competitors. It can mean anything from product differentiation, better customer service, leveraging technology, or offering special promotions or discounts. Digital signage in retail stores can set you apart and help you reach your goals faster.

How to Implement Digital Signage in Retail

Ready to get started? Successful digital signage implementation requires planning and strategy. Here's what you need to know.

Choosing the right content strategy

Your content makes or breaks your digital signage. Start by defining clear goals: Do you want to boost sales? Improve wayfinding? Enhance brand awareness? Your objectives guide your content decisions.

Best practices for content strategy:

• Keep it simple: Don't overload screens with information. Clear, concise messages work best
• Use high-quality visuals: Grainy photos or low-resolution videos hurt more than help
• Follow the 3-second rule: Viewers should grasp your main message within three seconds
• Update regularly: Fresh content keeps customers engaged and coming back
• Tell stories: Emotional connections drive purchasing decisions
• Include calls-to-action: Guide customers toward desired behaviors
• Match content to location: Entrance displays should attract attention; in-aisle displays should provide product information

Consider your audience and tailor content accordingly. A boutique targeting young adults needs different messaging than a hardware store serving contractors.

Placement and screen optimization

Location matters enormously. Even the best content fails if the screen is placed poorly.

Strategic placement guidelines:

• High-traffic areas: Position displays where customers naturally look—entrances, checkout lines, product displays
• Eye level: Install screens at average eye level (about 5-6 feet) for maximum visibility
• Viewing distance: Larger screens for greater distances; smaller screens for close-up interactions
• Lighting considerations: Avoid glare from windows or overhead lights that make screens hard to read
• Customer flow: Place displays along natural walking paths, not in awkward corners
• Purpose-driven placement: Product demos near relevant merchandise; wayfinding at decision points

Screen optimization tips:

• Choose appropriate screen sizes for viewing distance
• Ensure brightness levels suit your lighting conditions
• Maintain screens regularly (clean them, check connections)
• Test content at different times of day to ensure visibility
• Consider portrait vs. landscape orientation based on content and location

Measuring performance & engagement

What gets measured gets improved. Track your digital signage performance to maximize ROI.

Key metrics to monitor:

• Foot traffic changes: Compare traffic before and after installation
• Dwell time: How long customers linger near displays
• Conversion rates: Are viewers becoming buyers?
• Sales data: Track sales of promoted products
• Engagement rates: For interactive displays, measure touch interactions
• Content performance: Which messages drive the most action?
• Customer feedback: Ask customers about their experience

Tools and approaches:

• Use built-in analytics from your digital signage software
• Install sensors or cameras (with privacy protections) to track engagement
• Compare promoted vs. non-promoted product sales
• Conduct A/B testing with different content versions
• Survey customers about recall and impact
• Monitor social media mentions if you integrate user-generated content

Regular measurement lets you refine your approach, cut what's not working, and double down on what is.

H2 – How Poppulo Powers Retail Digital Signage

Implementing digital signage successfully requires the right technology partner. Poppulo provides an end-to-end platform, hardware provisioning, integrations, and professional services designed specifically for enterprise retail needs.

Seamless omnichannel signage management

Poppulo provides a cloud-based digital signage platform that allows retailers to manage content across multiple screens and locations from one central dashboard. This means consistent branding and faster roll-outs of campaigns.

Personalization and targeted displays

With Poppulo’s retail digital signage solution, content can be targeted by store, region or even by customer profile—so the right message appears in the right place at the right time.

Real-time content updates

Need to switch a promotion, update inventory or react to a weather event? Poppulo enables real-time updates of signage content so your displays stay current and relevant.

Scalable for multi-location retail

Whether you’re running a handful of stores or a national chain, Poppulo’s platform is built to scale. It supports thousands of screens and integrates with other systems, making rollout and maintenance simpler.

The system includes:

• Pre-built templates for quick deployment of professional, branded content
• Advanced authoring tools make it easy to create compelling, dynamic digital signage content
• Robust hardware support across multiple media player types including Windows, BrightSign, Android devices, Amazon Signage Stick, and System-on-Chip displays
• 24/7 global support - Poppulo's in-house customer support team is available around the clock, 365 days a year
• Strategic consulting to help define applications and optimize your digital signage strategy

From day 1 to day 1,000, Poppulo makes implementing and managing digital signage stress-free. As your retail business grows, your digital signage capabilities grow with you.

Retail Digital Signage: Conclusion

Consumers nowadays expect a seamless shopping experience, and why not, when the technology exists to support this experience?

Shopping (whether we enjoy it or not!) is certainly an immersive experience. As consumers, anything that makes that experience easier, more educational, and more interactive can only be a positive. From enhancing customer engagement through personalization to boosting green initiatives, and promoting brand consistency to lowering retailers' costs, digital signage has proven its worth as a powerful tool in modern retail. Its ability to adapt content on the fly, facilitate real-time updates, and provide analytics for data-driven decision-making has redefined how retailers connect with their audiences.

The benefits are undeniable: increased sales through better visibility and foot traffic, deeper customer engagement through interactive experiences, significant cost savings by eliminating printing expenses, operational flexibility to update content instantly, sustainability improvements that resonate with eco-conscious consumers, and a competitive edge that sets you apart in crowded markets. (new, add this)

Implementation is straightforward. Modern cloud-based platforms make getting started easier than ever. With intuitive interfaces, pre-built templates, robust hardware support, and 24/7 global support, you don't need massive technical expertise or resources. Focus on smart content strategy, strategic screen placement, and performance measurement—and you're ready to go. Start with one location and scale as you see results.(new, add this)

It’s time to Implement Digital Signage in Retail

To retailers who have yet to embark on their digital signage journey, the time is ripe to take the plunge. As we move through 2025, digital signage has shifted from optional to essential. Consumer expectations have evolved—they demand the same dynamic, personalized experiences in physical stores that they get online. Digital signage is no longer just about staying current; it's about staying competitive and relevant in a rapidly changing retail landscape. (new, add this)

As technology evolves, digital signage remains at the forefront of innovation in the retail industry. Embracing it keeps retailers ahead in the fight for brand loyalty and enhances the ability to respond to ever-changing consumer preferences and market trends.

“I was reading all these reports that were down on retail brick-and-mortar, saying it's all about online…I think brick-and-mortar is an amazing opportunity to use our stores and our store staff as a vehicle to truly engage with the community in a way no other retailers are doing.”

– Jim Brett, President, West Elm

The potential to transform brick-and-mortar stores into dynamic, engaging spaces is a vision worth pursuing. To those contemplating its adoption, the future of retail awaits—bright, interactive, and ready to delight customers in innovative ways.

The potential to transform brick-and-mortar stores into dynamic, engaging spaces is a vision worth pursuing. To those contemplating its adoption, the future of retail awaits—bright, interactive, and ready to delight customers in innovative ways.