That is why digital signage in retail is gradually becoming a standard of the modern point of sale. It allows not just broadcasting information, but creating a holistic visual experience that influences customer behavior here and now.

Unlike printed materials, digital advertising on screens makes it possible to build a full-fledged Retail Media by means of easy integration with other digital retail channels and real-time adaptation to changes: promotions, seasonality, time of day, or product stock levels. Content can be updated centrally, without additional logistics or printing costs. This makes communication with the customer fast, flexible, and controllable in any store of the chain.

That is why brands from various segments — from fashion and FMCG to electronics and furniture — are increasingly choosing Digital Signage solutions as the foundation of their offline communication. Such tools help boost sales, reduce decision-making time, and create a unified style of interaction with the audience.

Facts and figures: the effectiveness of digital screens in retail according to Western research

Sales and traffic growth

– Studies show that retailers using digital signage experience sales growth of approximately 29%–33% compared to those who do not use digital displays.

– In some surveys, 80% of brands report an increase in incremental sales of up to 33% after implementing digital screens.

– Another study showed that around a 24% increase in foot traffic is possible thanks to digital displays in stores.

– 19% of shoppers make impulse purchase decisions specifically under the influence of advertising on digital signage.

Market and financial indicators

– The global digital signage market is estimated at approximately $28.8 billion in 2024 and is projected by Grand View Research to reach $45.9 billion by 2030, with an average annual growth rate of about 8.1% CAGR.

– The retail Digital Signage segment alone is estimated at $6.24 billion in 2026, with a forecast to reach $8.29 billion by 2031 (CAGR ~5.86%).

– In North America, the digital signage market in 2025 is estimated at over $10.7 billion, with further growth expected.

Engagement and impact on customer behavior

– In studies, 70% of customers stated that digital displays influence their purchasing decisions.

– Digital signage tools increase ad recall and repeat purchases by approximately 30%.

Below, we will consider practical scenarios for using digital screens in retail spaces and how they contribute to business results.

Monitors in storefront windows: attracting traffic

A screen in a storefront window effectively plays the role of an active salesperson that interacts with every passerby. Bright video, animation, or a dynamic presentation of a collection attracts attention much more effectively than a static poster. Even people who did not plan to enter the store linger with their gaze and become interested in the offer.

This format makes it possible to quickly change messages: promote new arrivals, seasonal discounts, or limited offers. For retail, this is one of the simplest ways to increase incoming traffic and turn random passersby into real visitors to the point of sale.

Interactive displays for customers: engagement and interaction

A separate role on the sales floor is played by interactive displays for customers, which move from one-way communication to dialogue. Such screens allow customers to interact with content independently: view product specifications, compare models, check size availability, or receive recommendations.

Interactivity reduces the workload on staff while simultaneously increasing customer engagement. A person spends more time near the product, better understands its advantages, and makes a purchase decision faster. In large stores, this also helps logically structure the space and simplify navigation.

For the effective operation of such scenarios, a key role is played by digital signage software, which ensures stable screen operation, content updates, and integration with the store’s internal systems. Thanks to this, digital tools become not just a design element, but a full-fledged sales and communication channel.

Displays in the checkout area: stimulating impulse purchases

The checkout area is one of the most valuable points of contact with the customer, where decisions about additional purchases are made spontaneously. At this moment, short and dynamic messages work most effectively, since the customer’s attention is already focused, and waiting time can be turned into a commercial opportunity.

Digital displays near the checkout showcase new products, special offers, or complementary items that logically supplement the main purchase. This format noticeably increases the number of impulse decisions and has a positive impact on the average check. For business, this is a direct and measurable effect without changes to the sales process.

Technically, such screens often operate on the basis of an Android set-top box, which makes it easy to scale the display network and centrally manage content even across large, distributed locations.

Dynamic price and promotion updates: fewer errors, more flexibility

In modern retail, prices and promotional activities change so quickly that printed price tags are no longer an effective tool. They require constant replacement, create an additional workload for staff, and often become a source of errors. That is why digital solutions are increasingly being used, where a key role is played by an LED screen placed directly next to the product shelf or in the promotional zone.

Thanks to centralized management, prices, promotions, and special offers can be updated automatically and synchronously across all stores in the chain. A content management system makes it possible to launch short-term promotions, change messages several times a day, or adapt offers to a specific time or sales scenario. This significantly reduces operational costs and minimizes the impact of the human factor.

An additional advantage is the ability to test hypotheses in real time. A retailer can quickly check the effectiveness of different promotional mechanics, adjust messages, and respond promptly to demand without delays or complex approval processes.

Dynamic catalogs: access to the full assortment

Interactive catalogs in the sales area expand the physical boundaries of the store. The customer gains access to the full assortment without the need to walk through the entire space or contact a consultant. With just a few touches, it is possible to find the required model, check the availability of a size, color, or alternative options.

Such solutions are especially effective for products with a wide range or seasonal stock. Dynamic content and video content help not only to show the product, but also to explain its advantages, use cases, or differences between models. This increases customer awareness and raises the likelihood of purchasing even those items that are not physically presented in the sales area.

Technically, interactive catalogs often operate via a CMS application, which ensures fast data updates, integration with accounting systems, and stable interface performance. Content can be adapted to different screens and usage scenarios without additional development costs.

Digital panels: a universal communication tool

A separate category within the retail space is formed by digital panels, which combine informational and advertising functions. They can be placed in aisles, near entrances, or in waiting areas, creating a unified visual rhythm of the space and supporting brand recognition.

Such panels make it possible to broadcast both image-building content and practical information — from promotions to service messages. In combination with other formats, they create a holistic communication system that accompanies the customer throughout the entire route within the shopping center.

In the HoReCa segment, a similar approach is implemented through digital menu boards for cafés, where dynamic content helps guests become familiar with offers more quickly and draws attention to key items. This once again highlights the versatility of digital solutions across different commercial scenarios.

Navigation and store search: targeted traffic without losses

The easier it is for a customer to navigate a retail space, the higher the probability that they will reach the desired store or product category. In large shopping centers, the lack of clear navigation often leads to a loss of interest and the visitor leaving prematurely. This is exactly where advertising screens and informational solutions play a key role, combining navigation with visual communication.

Navigation screens and touch kiosks make it possible to find the required brand, floor, or zone within a few seconds. The customer selects a category, after which the system shows the optimal route, reducing search time and lowering the level of frustration. As a result, the shopping center receives a more even distribution of traffic, while stores get interested visitors who clearly understand where they are going.

For the stable operation of such solutions, an Android media player is often used, which ensures fast interface loading, content updates, and integration with tenant databases. This allows shopping center management to quickly change layouts, add new stores, and keep information up to date without complex technical procedures.

Additional advantages of digital screens:

– The advantages of digital advertising are manifested in high flexibility and speed of response to market changes. Retail or HoReCa can quickly update messages, test different information formats, and adjust accents without additional costs for material production. This makes communication more dynamic, relevant, and noticeable for the audience.

– Remote content management makes it possible to centrally control the entire network of screens regardless of the number of locations. Updates of prices, promotions, or informational messages are carried out from a single interface, which significantly simplifies operational processes and reduces the workload on local staff.

– Personalized content for customers allows messages to be adapted to specific scenarios: time of day, type of store, format of the venue, or visitor behavior. This approach increases the relevance of advertising, makes it less intrusive, and more useful for the customer.

– Advertising automation ensures stability and predictability of content placement. Campaigns are launched according to predefined rules, which reduces the risk of errors, accelerates scaling, and allows advertising budgets to be used more efficiently.

– Synchronization of advertising content across different screens forms a unified information space. Consistent messages enhance brand perception, improve navigation, and create a holistic user experience along the entire customer journey.

Digital Signage as part of retail business logic

When digital screens cease to be a separate tool and become part of the operational model, retail gains full control over communication with the customer. The management of prices, catalogs, and promotions is carried out centrally, while the digital signage player ensures stable content playback at every point of sale.

In this model, digital communication directly affects sales, the speed of campaign launches, and the quality of the customer experience. The conditions of modern competition make this very speed and flexibility a key advantage for retail.


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!