The Role of In-Store Digital Signage in Today’s Retail Landscape

May 2, 2024


This article will provide an in-depth examination of the critical role in-store digital signage plays in modern retail, highlighting how it enhances customer experience, integrates with omnichannel strategies, and contributes significantly to the commercial success of brick-and-mortar stores.


Today the retail environment represents significant evolution with things like pick up options for online orders and fast fashion trends that are here to stay. As companies have integrated new technology for various payment methods or customer interaction, digital signage has made its way to the front of the line in terms of critical components in modern retail settings.

Digital Signage next to a display window in a shopping center

Understanding In-Store Digital Signage

In-store digital signage refers to any type of signage that is controlled digitally. Rather than printing something and displaying it, you would have a screen on which customized information can be readily displayed and linked from things like USB devices or computers.

In-store digital signage takes many forms in the retail market, including interactive kiosks, promotional screens, and digital menus.

Promotional screens allow retail companies the chance to showcase new arrivals, sales, and special information on loyalty programs. Similarly, interactive kiosks can engage customers, giving them useful information about what's available in the store and what type of clothing they might want based on the event for which they are dressing. Interactive kiosks and promotional screens can work together to improve the user experience, streamline efficiency, and engage with customers in real-time.

The Role of In-Store Digital Signage

In-store digital signage has quickly become a go-to for today's retail landscape, serving as a critical component in the modern retail setting.

-Enhancing Customer Experience

With an in-store digital signage system, retail companies are able to enhance the customer experience.

  • Customers can now look at digital signage displayed in a store to see the real-time updates for current sales.
  • Retail companies can use real-time updates to display the current wait time for checkout, which can be especially important during holiday sales.
  • Retail companies can offer sign up information for loyalty programs when users scan a QR code on a digital display.
  • Customers can engage with interactive digital signage in stores to get AI-generated recommendations on sizing using camera features to scan the body and manually enter details about certain measurements.

For example: Customers who are unsure of which type of genes to buy can look at the way different cuts and fabrics might look with their size, shape, and skin tone.

  • Customers can use interactive digital signage in stores to find recommendations on pairings within the store based on an item of clothing that they looked into. 

For example: A customer might look up a new pair of pants to see what sizes are in stock and where to go and from there be provided recommendations for a complimentary blouse, shoes, bag, and jewelry.

-Driving Sales with Targeted Promotions

In-store digital signage can drive sales with targeted promotions. 

  • Targeted promotions can use location data on customer phones to identify when a customer is located near certain areas of the store. With that information in mind, their phone can pop up with relevant sales or information on new products or good pairings.
  • Targeted promotions can identify when someone who is already signed up with a loyalty program is shopping and offer them special discounts like extra loyalty points or rewards if they purchase in specific dollar amounts.

With the right in store digital signage system retail companies can capitalize on opportunities to make a second or third sale from the same customer without having to hire extra staff or send out promotional marketing material other than on the display. This not only increases sales but decreases the cost of a marketing budget.

-Streamlining Operations

Retail companies that capitalize on in-store digital signage can streamline their operations. 

  • Digital signs like kiosks can incorporate an expedited system for processing returns or exchanges, allowing someone to use touch screen interaction to provide their information or scan a receipt and then process a return, after which they can hand the article of clothing to a sales representative.
  • In-store digital signage can also be coupled with payment processing techniques so that faster checkout can be done with virtual payments, streamlining operations for companies that have limited staff.
  • Companies can rely on digital signage in stores to provide customers with up-to-date information on where items are located and what sizes are in stock. This can be particularly useful in reducing the amount of time that employees have to spend going into the back room to check what may or may not be in stock when a customer asks. 
Digital Signage on a store window signaling discounts

-Integrating with Omnichannel Strategies

Retail companies aiming for an omnichannel retail strategy need to find ways to successfully incorporate multiple channels into a seamless experience for all of their customers.

A big part of this can be achieved with in-store digital signage that provides things like:

  • Opportunities for customers to pick up online orders
  • Wayfinding information so that customers know where different items are located in a store
  • Personalized interactions with users offering special discounts and promotions
  • A place where users can interact with retail social media in real time
  • Inventory management for customers and employees alike so that everyone has access to real-time inventory data in stores and online

Current trends in digital signage technology

So, what are the current trends in digital signage technology? Two of the biggest trends today applicable to the retail industry involve augmented reality and artificial intelligence.

In-store digital signage will continue to evolve with opportunities to improve the augmented reality such that customers can see exactly how they would look wearing specific things or the artificial intelligence that offers more successful promotions and suggestions that land companies bigger sales.


Overall, having an in-store digital signage system is crucial to the contemporary retail landscape. Without it companies will struggle to achieve the omni-channel retail strategy that they need but with it they can provide a seamless customer experience that helps the company stay competitive.

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