In simple terms, that's exactly what it says - a digital screen displaying information for customers in a retail space. However, there are many ways in which digital signage can be used in the retail environmentfrom a screen in the window to an interactive point-of-sale (POS) display. Digital signage has grown in popularity as the price of screens has fallen, and as software solutions became more user-friendly, and companies looked for more creative ways to attract customers to their stores.
As physical retailers battle against online retailers and struggle to captureshoppers' attention even while they're in their stores, a display that catches a shopper's eye away from their phone is a smart tactic. Here, we look at some examples of digital signage solutions and how they can make a difference to a retail business.
The showcase

Adding a digital signage display to your shop window is an easy way to get started, and allows you to promote your latest offers and reach your customers outside your opening hours. Animated images on a large screen can help you capture the attention of passers-by, and are easy to program using a digital signage content management system. For retail businesses that need to provide a lot of information, such as estate agents, screens can transform a shop window into a modern, eye-catching storefront, with - for example - video loops of properties for sale, or stunning photographs of the best homes.
The show

Fashion retailers, particularly those competing in city centers, use digital signage to impress customers, selling luxurious lifestyles via large video walls. The most successful uses of digital signage are those that have been envisaged from the outset of store design, and take a leading role. For example, Victoria's Secret stores in London, Dublin and Hong Kong have floor-to-ceiling screens around their spiral staircases, showing videos of fashion shows. Creative installations like this are becoming accessible to more retailers as the price of LED panels falls. LED panels are easier to assemble into a homogeneous wall.
The guide

You can't sell something if a customer can't find it, so providing guidance is crucial for department stores and shopping centers. An interactive digital signage solution provides a searchable map for customers that's easy to use. It also offers retailers opportunities to engage customers more deeply, with space for store or product information, specific offers, coupons and social network interaction to build relationships with customers.
Catalog
Another interactive digital signage solution is to provide in-store screens that customers can use to browse your product range or product options. With high-end purchases that involve a certain level of personalization, such as choosing the color of your car or the fabric for a sofa, having a screen that shows what the different options look like in real life can help make a decision. It also helps to show your entire stock when you don't have the space to display everything, or doing so would make the space cluttered.
Point of sale displays (POP)
Point-of-sale displays are important because they represent the last chance to reach your customer. Have they forgotten something? Are they waiting in line at the checkout, looking at their phone when they could be learning more about your brand or seeing a special offer?
In a 2018 study in the US, Popspots found that 57% of consumers bought a new brand or product after seeing it in the checkout line.

For a food retail business, point-of-sale signage could also be the menu displayed above a counter. Being digital means that the right part of the menu can be displayed at the right time, with more space to highlight appropriate offers and specialties. By using a content management system, you can easily manage multiple sites and screens.
The future
Digital signage analysts at Invidis predict that digital signage solutions in retail will evolve so that transactional signage becomes the new norm. While most retail displays are currently some form of digital signage, they predict that more displays will soon include the functionality to process payments: "Interactive digital contact points are no longer limited to vending machines and ticket machines, interact - buy - pay is becoming a relevant functionality for most new digital signage applications." Faster sales should lead to more sales, so it's certainly something to consider.
