What is digital signage in points of sale?

Simply put, that's exactly what it says, a digital screen displaying information for customers in a retail space. However, there is numerous ways to use digital signage in retail, from a screen in the window to an interactive display at the point of sale (POS). Digital signage has grown in popularity as the price of screens has fallen, as software solutions have become more user-friendly and businesses have looked for more creative ways to attract customers to stores.

As physical retailers battle online retailers and are struggling to catch theAttention of buyers even when they're in their store, 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 for a retail business.

The window

Add dynamic signage to your storefront is an easy way to get started and allows you to promote your latest offers and reach your customers outside of business hours. Animated images on a big screen can help you catch 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 real estate agencies, screens can transform a storefront into a modern and attractive storefront, with — for example — video loops of properties for sale, or great photographs of the best homes.

The show

Fashion retailers, especially those competing in city centers, are using digital signage to impress customers, by selling luxurious lifestyles via large video walls. The most successful uses of digital signage are those that were considered from the beginning of store design and are taking 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 available 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 provide a guiding is crucial for department stores and malls. An interactive digital signage solution provides a searchable map for customers that is easy to use. It also provides retailers with opportunities to engaging customers deeper, with space for store or product information, specific offers, coupons, and social media interaction to build relationships with customers.

The catalog

Another interactive digital signage solution involves providing in-store screens that customers can use to browse your product line or product options. With high-end purchases that involve some level of personalization, such as choosing the color of your car or the fabric for a sofa, having a screen that shows what the various options look like in real life can help make a decision. It also helps show all of your inventory when you don't have the space to show everything, or when doing so would make the space cluttered.

Point of sale display (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 learn more about your brand or see a special offer?

In a 2018 study in the United States, Popspots found that 57% of consumers purchased a new brand or product after seeing it at 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 offerings and specialties. By using a content management system, you can easily manage multiple sites and screens.

The future

The digital signage analysts at Invidis predict that digital signage solutions in retail will evolve so that signage transactional becoming the new norm. While most displays in retail are currently a form of digital signage, they predict that more screens will soon include the functionality to process payments: “Interactive digital touchpoints are no longer limited to vending machines and ticket machines, interacting — buying — paying is becoming a relevant feature for most new digital signage applications.” Faster sales should lead to more sales, so that's definitely something to consider.