VARUS is one of the leading FMCG retail chains in Ukraine, actively investing in the digital transformation of retail by deploying advanced Digital Signage, indoor advertising, DOOH, and Retail Media technologies to increase business efficiency, boost sales performance, and enhance customer experience.

In a highly competitive environment driven by rapid e-commerce growth and changing consumer behavior, traditional POS materials no longer deliver sufficient engagement. Therefore, VARUS selected innovative digital solutions to automate marketing communications directly at the point of sale, building a unified omnichannel marketing ecosystem.

The core objective of the project was to implement a centralized platform for managing Digital Signage and in-store audio advertising, enabling:
• automation of content creation and distribution,
• centralized screen management,
• remote audio broadcasting control,
• intelligent media planning,
• detailed analytics and reporting,
• real-time equipment monitoring.

The strategic task was to establish a scalable, stable, and secure IT infrastructure for Digital Signage, capable of managing thousands of screens and audio points from a single platform.

The project aimed not only to modernize advertising displays, but to create a comprehensive Retail Media platform that enables:
• increased point-of-sale conversion,
• higher average basket value,
• stimulation of impulse purchases,
• effective promotion of private label brands,
• execution of partner advertising campaigns.

Another major goal was operational cost optimization, reducing dependence on printed POS materials, logistics, and manual updates. Digital Signage enables full automation of content delivery, instant campaign updates, and rapid scalability across the entire store network.

To achieve these objectives, the cloud-based SaaS platform Advision CMS was deployed, unifying all digital screens and in-store audio systems into a single intelligent Digital Signage infrastructure.

Project scope included:
• connection of 100% of digital screens and audio points,
• deployment of cloud-based Advision CMS,
• implementation of centralized content management and media planning,
• activation of real-time monitoring and analytics,
• provision of remote web-based administration,
• training of VARUS staff.

The platform enables:
• centralized management of thousands of screens,
• flexible campaign scheduling,
• instant content updates,
• centralized audio advertising control,
• real-time performance analytics.

Advision CMS delivers a fully functional Retail Media platform, enabling VARUS to generate additional advertising revenue, improve ROI, and manage complex omnichannel marketing campaigns.

The deployment of Advision CMS delivered a full digital transformation of in-store communications for VARUS:
• centralized Digital Signage management,
• stable operation of large-scale screen networks,
• automated media planning,
• online equipment monitoring,
• advanced campaign analytics,
• significant reduction in POS printing costs,
• improved marketing efficiency,
• increased conversion rates and basket size.

Digital Signage and indoor audio advertising became a core component of VARUS’s omnichannel marketing strategy, strengthening brand presence, boosting sales, and delivering a modern retail customer experience.

Many supermarkets invest in digital menus but do not achieve the expected result. The problem is usually not in the equipment, but in the approach to its use. When the system operates without a clear strategy, even the obvious advantages of digital advertising remain unrealized.

One of the most common mistakes is broadcasting image videos without linking them to a specific shelf or category. The customer makes decisions directly near the product, so abstract brand content does not stimulate additional purchases. If the message does not help make a choice here and now, it does not affect the basket value.

Another problem is the lack of regular updates. When content does not change for months, customers stop paying attention to the digital menus. The “banner blindness” effect appears. Even a high-quality player for digital menus will not deliver results if scenarios are not updated according to seasonality, promotions, or changes in demand.

The third mistake is chaotic placement. Screens are installed where there is a technical possibility, not at decision-making points. As a result, they remain background instead of influencing choice in key zones — before a category, in cross-sell aisles, or near checkout.

The fourth critical point is the absence of measuring effect by categories. Without analytics, it is impossible to understand which scenario works and which does not. If indicators are not compared before and after launching broadcasting, screens are perceived as a decorative element rather than a sales tool.

It is also worth mentioning the underestimation of interactivity. Interactive kiosks are often installed only for informational functions, without integrating them into the store’s commercial logic. However, they can suggest related products, demonstrate promotions, or simplify search, which directly affects the average basket value.

When screens are used systematically, they contribute not only to sales but also create an improvement in customer service. Clear navigation, up-to-date offers, and quick access to information create a sense of convenience and modernity of the space.

In conclusion, the effectiveness of screens in a supermarket is determined not by their number or size, but by the logic of their use. When content is linked to the customer journey, updated regularly, and supported by analytics, the system begins to function as a full-fledged sales growth tool.

It is this approach that makes it possible to transform the store’s digital infrastructure from background broadcasting into a controlled mechanism for increasing the average basket value.

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.

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.