One of the most effective tools in this direction has become the Digital Signage system. Thanks to modern software for digital signs, retailers have the opportunity to create interactive content that combines emotional impact with practical benefit. Such solutions make it possible to broadcast relevant promotions, form a digital menu for stores with food zones, and also use a digital signage player for flexible content management.  

Why are digital screens necessary for retail?

Digital advertising in stores today plays one of the key roles in building communication between the brand and the buyer. It stands out with a high level of personalization and the ability to quickly change messages according to market needs. Among the main reasons for implementing digital screens in retail are:  

– Attracting customers’ attention. Dynamic visual content is better remembered and evokes emotional interest in store visitors, which directly affects the purchase decision.  

– Navigation optimization. The use of interactive maps and digital hints helps customers more easily find products and navigate the space faster.  

– Increasing the level of awareness. Thanks to digital screens, extended product characteristics, instructions, or usage tips can be broadcast, providing the customer with more arguments for purchase.  

– Growing demand for promotional goods. Advertising announcements about discounts and special offers shown on the screen stimulate impulsive purchases.  

Analytics and strategic opportunities

Digital screens in retail are not only a tool of visual communication but also a source of important analytics. Integration of digital signage software with CRM systems or video analytics tools makes it possible to track customer behavior, determine the most effective advertising formats, and optimize strategic campaigns. Data on the number of views, contact time, and interest in specific offers help businesses build an individual approach to customers.  

Digital menu as a new format of interaction

Digital menus have gained particular popularity among retailers. They are actively used in grocery markets, food court zones, and convenience stores. Thanks to the Digital Signage system, the menu can be updated instantly: changing the price, adding new items, and adapting offers depending on the time of day or holiday period. This allows for the most effective assortment management and attracts customer attention at the right moment.

Digital signage player as the basis of management

For digital advertising to work stably, an important component is the digital signage player. It ensures uninterrupted playback of content on any number of screens, as well as allows centralized control of the entire network. For retailers, this means flexibility, quick launch of new campaigns, and the ability to synchronize messages regardless of the store’s location.  

Prospects for the development of digital technologies in retail: statistics and trends

In 2025, the digital signage market in retail is estimated at more than 5.8 billion dollars (only in retail), and by 2030 it is expected to grow to nearly 7.9 billion with an annual increase of nearly 6%, according to Mordor Intelligence research. In Europe, the volume of investments in Retail Media and digital advertising is rapidly growing: the digital signage sector is forecasted to reach 8.1 billion dollars in 2025 and more than 13.6 billion dollars in 2032, and the effectiveness of interactive screens, according to studies, provides more than 75% growth in customer engagement.  

The main trends characteristic of the US and European markets are the integration of IoT displays, the use of AI-based analytics for personalized promotions, instant centralized price tag changes, and the active replacement of paper carriers with electronic panels. Pilot projects in France and Germany showed conversion growth up to 23% thanks to personalized promotional messages on screens. In the US, 75% of digital advertisers plan to increase budgets for retail media in 2025, and retail media already accounts for more than 18% of the entire digital budget of brands, according to Adtelligent research. Digital signage is increasingly being integrated into omnichannel strategies and the customer experience, becoming an integral component of a modern technological store.  

How to choose a platform for managing digital screens?

The development of technologies opens wide opportunities for digital communication for business, and digital screens are becoming not just a tool for broadcasting advertising, but part of a complex communication with the customer. The more extensive the network, the more important it is to choose a platform that will not only display content, but also respond quickly to market changes, manage all devices remotely, and receive up-to-date analytics. That is why the primary task is to find software for Indoor TV, which combines stability with flexibility and has all the necessary functions for content management.  

1. Scalability

When planning business expansion, it is necessary to take into account how ready the chosen platform is for the rapid addition of new digital screens. Convenience lies not only in the technical ability to connect displays to the system, but also in the fact that this will not require large financial investments or specialists with complex qualifications. The tool must correspond to the growth of the company — for example, if today you use only a couple of screens in the store, and tomorrow you want to cover the entire network, the chosen solution should easily support this.

2. Integration with corporate systems

To increase efficiency, it is worth giving preference to a platform that can “communicate” with other business tools: CRM, ERP, accounting, or analytical services. Such integration makes it possible to quickly receive the necessary information, establish work between departments, launch personalized promotions, and analyze customer behavior. This is especially relevant for retailers, restaurants, or service companies, where the digital menu board is not just a display, but part of a large digital ecosystem.  

3. Management and user experience

Successful software for Indoor TV should always be simple and intuitive. It should be easy to train staff to use the interface without spending much time on adaptation. Administrators must be able to remotely update content, launch new messages, or change the course of a promotional campaign. If you use an Android set-top box, it provides easy connection to the platform and even greater flexibility of management.  

4. Analytics and optimization

It is important that the system collects detailed statistics on views, reactions, and audience activity periods. This makes it possible to adapt marketing strategies to real data and quickly respond to changes in customer moods. The Indoor TV player, either separately or as part of the platform, should support the functions of collecting and analyzing statistics, so that your decisions are based on facts, not intuition.  

5. Experience with content

A quality platform for screens creates conditions for the rapid launch of promotional campaigns, updating graphics or videos without involving external contractors. Free software for screens often has limited functionality, but it can be used as a starting point to assess the real needs of the business — later switching to a flexible comprehensive solution that fully corresponds to your goals.  

When choosing a platform, focus on the capabilities you really need now, but do not forget about development prospects, so as not to limit the growth of the business with technical barriers in the future.  

Methods for measuring the effectiveness of digital screens

The foundation of successful work with modern advertising screens lies in proper analytics — it is precisely what allows a business to realistically evaluate results and make decisions regarding content optimization. A specialized centralized video management system simplifies the monitoring of indicators in real time, makes it possible to quickly respond to changes in customer behavior, and adapt marketing strategies without unnecessary expenses.

One of the key metrics is the attention retention rate. With the help of special sensors and analytical modules, it is possible to obtain the exact percentage of customers who stopped by the screen for at least a few seconds. This makes it possible to understand which content generates the greatest interest and which video formats actually work.  

Within the framework of a Digital Signage solution, it is also important to track changes in the number of transactions: analyzing sales during and after the display of advertising videos makes it possible to determine the most effective offers. An increase in the average purchase receipt often indicates that the content on the screens influences customers’ choices and stimulates the purchase of additional products or services.  

Another indicator is the dwell time in the store. Modern Android media players and centralized video management systems make it possible to collect statistics on how long customers remain in the sales area after interacting with video content. If the average time increases, it is a signal that digital screens not only attract attention but also help create a comfortable environment for shoppers.  

The role of digital screens in retail goes far beyond the usual presentation of a product — these are multifunctional technological tools that are becoming the core of digital communication between the brand and the customer. By implementing Digital Signage solutions with a professional centralized video management system and using an Android media player, a business gains the ability not only to broadcast bright content but also to manage customer behavior scenarios, create personalized experiences, and adapt to market dynamics almost instantly.  

Constant analysis of real performance indicators makes it possible to identify deep patterns: which messages have the greatest influence on choice, which formats of interaction capture attention, and which ones form a new experience at points of contact. This kind of analytics transforms digital screens from a simple advertising channel into a key element of business strategy, helping companies achieve measurable results and strengthen customer loyalty.


Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience. We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!