The use of dynamic formats makes it possible to attract people’s attention faster, strengthen the impact of visual content, and increase the effectiveness of marketing campaigns. With the development of technologies, this approach has gained new possibilities, including advertising automation and flexible content management.

 

For a store owner, it is important to understand how such systems work, which content formats deliver the best result, and how the implementation of digital tools can influence the dynamics of sales. A modern advertising screen is able not only to display static announcements but also to adapt to the time of day, seasonality, type of customer, and specific marketing tasks.

 

 

1. What are the general concepts of advertising on Digital Signage in retail?

 

Digital advertising is a form of delivering information on electronic devices, among which are screens, TVs, panels, or other digital media. In stores, such devices are usually installed in the sales floor, in the storefront, near the entrance, or in the checkout area. It is exactly in these points that the customer is most attentive to visual signals, and the display of offers becomes part of their path to purchase.

 

Such a tool makes it possible to improve the quality of interaction with the customer: bright visual materials are remembered better, and the dynamic format looks significantly more attractive than regular posters. Thanks to this, digital signage for retail become a key element of an innovative approach to designing the store space.

 

 

Main advantages of digital advertising

 

– Fast content updating.

 

– The ability to adapt information to a specific audience, time of day, or promotions.

 

– Flexible control of the entire network of screens through software for screens.

 

– Reduction of printing and logistics costs for traditional materials.

 

In addition to this, stores can create more complex formats of interaction — from product demonstrations to launching interactive scenarios. All this makes solutions for digital signage not just an element of visual decoration, but an effective marketing tool with a tangible impact on sales.

 

2. What types of digital signboards are used in retail?

 

Information and entertainment panels

 

Such panels are used for demonstrating products, promotional offers, event announcements, and entertainment content. They combine video, photos, short texts, and graphic presentations, creating a dynamic visual flow. Thanks to bright design and wide possibilities for content updates, they become an effective tool for attracting attention in stores of any format.

 

In large supermarkets and shopping malls, these panels are often integrated with cloud digital signage systems, which makes it possible to manage the entire network of screens from a single center. Such an approach simplifies the work of the staff and allows instant reactions to changes in demand, seasonality, or the launch of new marketing campaigns.

 

 

Digital boards

 

These are compact devices designed to display key information about a product or service. The boards are usually installed directly near product groups, where the customer can quickly evaluate characteristics, choose the needed items, and receive more precise information in real time. They perform the role of visual navigators and help make a purchase decision faster.

 

In modern stores, the boards often work in conjunction with a Digital Signage player, which ensures stable playback of materials and allows updating content according to a schedule or events.

 

 

Checkout advertising

 

Panels placed in the checkout area have a high level of reach because customers stay there longer. On these screens, promotional products, short announcements, loyalty programs, or special offers are shown. Such panels positively influence impulse purchases and help increase the average receipt.

 

In food and service segments, checkout screens are often integrated into digital signage in HoReCa, where they perform the role not only of an advertising but also an informational tool.

 

 

Electronic shelves

 

Electronic shelves combine classic retail equipment with LED or LCD panels on which prices, product characteristics, promotions, or recommendations are displayed. They help avoid manual re-sticking of price tags and significantly increase the accuracy of price information. Electronic shelves also allow rapid reaction to assortment changes and make price corrections during peak sales hours.

 

In some stores, electronic shelves are integrated with a centralized content management system (CMS), thanks to which any changes occur automatically on all devices.

 

3. How to correctly place digital advertising on screens?

 

Choosing the placement location

 

Store entrance. This is the first point of contact with the customer, and this is exactly where it is best to place large screens with information about new arrivals, seasonal promotions, and special offers. Such an approach forms a positive first impression and sets the customer up for a purchase.

 

Central sales area. In this zone, customers spend the most time, therefore placing digital signage here ensures stable contact with the content. The screens can direct people to specific product groups or display important information, helping to support the correct behavioral choice.

 

Checkout area. Here the customer has a few minutes of waiting, and this is the ideal moment for showing additional products or promotions. Thanks to this, the checkout zone becomes one of the strongest tools of influence on the final decision.

 

 

Content optimization

 

Clarity and simplicity. Visual materials must be well structured, easy to read, and not overload the customer with unnecessary details.

 

Brightness and contrast. Correctly selected colors and fonts ensure quick perception and convenience of viewing, even from a distance.

 

Relevance. The content must be updated regularly to maintain customer interest and adapt to the assortment, season, or marketing plans. Digital advertising analytics helps in this, allowing the evaluation of the effectiveness of specific messages and adjusting the strategy.

 

Modern stores combine precise screen placement with high-quality content, creating an integrated visual system that works to strengthen sales and reinforce the brand.

 

 

4. How to employ interactive Digital Signage technologies?

 

Touch screens

 

Touch panels allow customers to interact with the content directly: view the assortment, search for specific items, open catalogs, or compare products. Such an approach makes the purchasing process more natural and personalized. The customer receives a sense of control over the information, and the store gains an additional tool for increasing interest in product categories.

 

Modern touch solutions work in conjunction with software for screens, which allows quickly updating menus, catalogs, or advertising blocks. This ensures prompt reactions to demand and the current needs of customers at a specific moment.

 

 

Interactive maps

 

Interactive maps help customers navigate in large stores, navigation zones, and shopping centers. They show the location of products, departments, and service areas. Thanks to this, the load on the staff decreases, and customers save time in the process of searching for the needed product.

 

Such solutions are often installed near key routes inside the store or next to the entrance. If they are integrated into the Digital Signage system, then the content on them can be updated automatically: assortment changes, seasonal sections, or new promotions.

 

 

Video surveillance systems

 

Video surveillance systems are used not only for security but also for analyzing customer behavior. Cameras record the movement routes of visitors, the duration of stops near specific zones, and the overall traffic. Based on this data, content display is adjusted: for example, an LED screen can automatically show certain advertising when the flow increases near a particular product group.

 

Such systems form a valuable database that makes it possible to optimize the placement of products, select relevant offers, and increase the effectiveness of promotions.

 

 

Mobile Beacon Technology

 

Beacon technology transmits signals to customers’ smartphones, informing them about special offers, personal discounts, or new arrivals in relevant departments. The customer receives useful information at the moment when it is most relevant, which increases the probability of purchase.

 

This technology works excellently in large stores and shopping centers, where it is important to direct the flow of people and adjust marketing scenarios.

 

5. How to assess the effectiveness of display digital advertising?

 

Assessing the effectiveness of digital advertising is a key stage for understanding how correctly the store’s strategy is working. Analytical tools make it possible to measure customers’ reactions and correlate them with business goals.

 

Conversion rate (CR) shows how many customers performed a target action after viewing the content. This is an important indicator that makes it possible to assess whether the message is chosen correctly and whether it accurately corresponds to customers’ needs.

 

Cost-per-action (CPA) reflects the cost of one interaction, for example a purchase or a registration. This indicator helps control the budget and ensures that advertising investments bring a financially justified result.

 

Return on investment (ROI) demonstrates the ratio of invested funds to the received profit. For large retailers, this is one of the most important indicators that makes it possible to assess the effectiveness of implementing such technologies as Android media players for screens or interactive panels.

 

Modern stores often apply extended analytics integrated into Digital Signage, which makes it possible to evaluate the real influence of each screen on customer behavior.

 

 

6. How to correctly implement digital audio-visual advertising in retail?

 

The process of implementing digital advertising is a step-by-step job that requires planning and careful selection of solutions. This is especially important if the business aims to ensure a long-term effect and perform cost optimization in retail trade.

 

 

Defining goals

 

The first stage is to understand what exactly the transition to digital advertising should provide. Among the typical goals are: increasing sales, strengthening the brand, attracting new visitors, or stimulating additional purchases.

 

 

Choosing equipment

 

The store needs to determine which equipment best matches its space and tasks. These can be small information panels, large-format displays, or mobile solutions based on an Android set-top box. In some cases, it is advisable to install an LED screen to create large-scale advertising projections.

 

 

Content creation

 

The content must be bright, informative, and adapted to the target audience. It must convey key messages briefly but convincingly. Additional formats — video, animations, interactive elements — increase customer interest and improve the overall impression.

 

 

Installation and maintenance

 

The installation of equipment must be performed by specialists who take into account lighting, the direction of customer movement, and technical requirements. After installation, it is necessary to provide regular maintenance and check the system’s operability.

 

 

Analysis and evaluation

 

After launch, it is important to monitor how customers react to the content, which materials work best, and where adjustments are needed. The use of analytical tools makes the strategy more precise and effective.

 

Proper implementation of digital advertising in retail helps stores increase sales, improve the customer experience, and ensure stable growth in a competitive environment.


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!