Digital signage, a necessity in your store
In a commercial context where the attention of passers-by is becoming a precious resource, window screens have become an essential tool for retailers. Much more than a simple display device, the window screen now represents a real digital extension of your point of sale, capable of attracting attention, communicating your offers and strengthening your brand image 24 hours a day.
This guide helps you understand, choose and optimize a showcase screen to maximize its commercial impact.
What is a window screen?
Definition and principle
A window screen is a digital device, generally of the LED or LCD type, positioned inside a commercial storefront to broadcast dynamic visual content to passers-by and potential customers. Unlike traditional, fixed and static advertising panels, these screens offer real flexibility in the management of communication campaigns, allowing messages to be personalized and updated instantly.
The advantages of a window screen
The installation of a window screen has many benefits for retailers:
• Capturing attention : A screen naturally attracts the eye with its luminosity, its movements and its dynamic contents. Studies show that digital signage attracts 400% more views than traditional static displays.
• Flexible communication : Unlike paper posters, the screen allows you to instantly modify messages, adapt promotions according to the hours of the day, the weather or local events.
• Valorization of brand image : A modern and well-integrated screen conveys an innovative and professional image.
• Impact on sales : According to a Nielsen study conducted with 120 retailers, 80% of them saw a 33% increase in sales following the installation of digital signage screens compared to traditional printed posters.
• Contextualized communication : Screens allow you to broadcast messages adapted to the moment, audience and context, thus maximizing the relevance of your communication.
The criteria for choosing a window screen
Brightness: essential criterion
Brightness is undoubtedly the most decisive criterion for a window screen. It is measured in candela per square meter (cd/m² or nits) and must be adapted to your installation environment.
For windows exposed to direct sunlight: It is recommended to choose a high brightness screen, with at least 2500 cd/m², or even up to 5000 cd/m² for southern exposures.
For shaded or indoor windows: A brightness of 700 to 1500 cd/m² may suffice, reducing costs while maintaining excellent visibility.
Without adequate lighting, your investment will lose all its value, as the content will be invisible or unattractive during the busiest hours.
The size and format
The choice of size depends on several factors:
• Viewing distance: The farther away passers-by are, the bigger the screen should be
• Available space: Your window must maintain an aesthetic balance
• Content type: Detailed information requires a larger screen
Common sizes range from 32 inches for small stores to 75 inches and more for large retailers. Vertical formats (portrait) are particularly popular for narrow windows, while horizontal formats (landscape) are more suitable for large storefronts.
The resolution
Resolution determines the sharpness of your content. For a showcase screen, a Full HD resolution (1920x1080 pixels) is the recommended minimum. For large screens or highly detailed content, 4K resolution (3840x2160 pixels) will ensure exceptional image quality.
Ruggedness and durability
A window screen is exposed to potentially difficult conditions:
• Temperature variations: Some displays are designed to operate over a wide temperature range
• Operating time: Professional displays are designed to work 16 to 24 hours a day, 7 days a week
• Shock and dust resistance: An appropriate IP rating may be required
The type of screen technology
Professional LCD screens: They offer excellent value for money and good light. They are suitable for the majority of window installations.
LED screens: Particularly suitable for large installations and very sunny windows, they offer exceptional luminosity and a long lifespan.
OLED screens: They offer remarkable contrasts and deep blacks, but are more expensive and can be sensitive to burn-in (image tagging) when static content is displayed for a long time.
The software solution: the heart of the system
Having a powerful screen is not enough. The real added value lies in the digital signage solution that controls your screens.
Essential features
A good digital signage solution should offer:
• Centralized management: The possibility of controlling one or more screens from a single platform, accessible remotely via computer, tablet or smartphone.
• Smart planning: The ability to schedule your content in advance, create playlists and automate distribution according to specific criteria.
• Content creation made easy: Intuitive tools to quickly create attractive visuals.
• User rights management: For store networks, the possibility of providing access to different levels of users.
• Real-time monitoring: A dashboard to monitor the operating status of the screens.
• Content contextualization: The integration of external data (weather, news feed, stock level) to automatically adapt the messages broadcast.
Cenareo: a recognized French solution
Among the digital signage solutions available on the French market, Cenareo has gradually established itself as a reference player. Founded in 2012 in Labège near Toulouse by four engineers from ENSEEIHT, the company has developed solid expertise in the management of large screen fleets.
The Cenareo platform is distinguished by its SaaS (Software as a Service) approach, which considerably simplifies deployment and maintenance. Retailers particularly appreciate:
• The intuitive interface that allows quick handling, even for non-technical teams
• Intelligent content programming thanks to contextualization algorithms
• Extensive compatibility with various types of hardware, offering freedom of choice on screens
• Plug-and-play installation that does not require complex technical intervention
• SaaS mode, which includes remote maintenance and free replacement of faulty hardware
Recognized brands such as Boulanger, AXA France or Etam have chosen Cenareo to equip their networks. In particular, Boulanger testified to a 30% reduction in its total cost of ownership thanks to the simplified SaaS model.
The company also won the EcoVadis silver medal, demonstrating its commitment to social and environmental responsibility.
Regulatory and legal aspects
The regulation on advertising screens
The installation of a screen in a window is subject to outdoor advertising regulations, in particular:
The Environmental Code: It strictly regulates advertising displays to preserve the living environment and the environment. Window screens are generally considered to be signs and benefit from a more flexible regime.
Local rules: Some municipalities or protected areas impose additional restrictions. It is imperative to check with your town hall before installation.
The light power: Some municipalities limit the brightness of screens to avoid light pollution, especially at night.
Operating hours: Prefectural or municipal ordinances may require the screens to be switched off during certain night time slots.
Administrative procedures
In most cases, a screen installed inside your window does not require prior declaration, as it is assimilated to your commercial sign. However, it is recommended to:
• Consult the Local Urban Plan (PLU) of your municipality
• Inquire with the urban planning department of your town hall
• Check for any restrictions related to your sector of activity
Content strategies to maximize impact
Showcase content best practices
Length of messages: For window displays, choose short content (8 to 12 seconds) that quickly capture the attention of passers-by. Inside the store, you can afford longer content (30 to 45 seconds).
Simplicity and clarity: A clear message with legible typography and contrasting colors. Avoid information overload.
An obvious call to action: Clearly encourage action: “Come and discover”, “Promotion until tomorrow”, “New in store”.
Visual quality: Invest in professional visuals. Poor image quality degrades your brand image.
Movement and dynamism: The animations attract the eye, but must remain simple so as not to tire the eye.
Adapting content to context
The best window display campaigns incorporate a contextual dimension:
Depending on the time of day: Display breakfast items in the morning, lunch suggestions at noon, and dinner ideas in the evening.
Depending on the weather: Promote umbrellas and raincoats on rainy days, cold drinks during heatwaves.
Depending on the events: Adapt your messages to local events, trade fairs, or relevant news.
According to the flow of passers-by: Broadcast more detailed messages during off-peak hours and quick hookups during peak hours.
Create a coherent journey
Your window screen must create continuity with the interior of your store. The message of the window must be echoed once the customer has entered: the product highlighted in the window must be easily identifiable in store, ideally highlighted by another screen or a POS.
Return on investment and monetization
Measuring the effectiveness of your window screen
To assess the impact of your investment, several indicators can be monitored:
• Increase in store traffic: Compare attendance before and after installing the screen.
• Conversion rate: Measure the evolution of the percentage of passers-by who actually enter your store.
• Sales of featured products: Analyze the evolution of sales of the products shown on the screen.
• Exposure time: If your screen has sensors, measure how long people pass by to watch it.
• Brand awareness: Survey your customers to assess the improvement in the perception of your brand.
Monetization opportunities
Beyond your own communication, your window screen can become a source of additional income:
Sale of advertising space: Offer complementary (non-competing) brands to broadcast their messages on your screen.
Partnerships with suppliers: In the retail sector, many brands monetize their screens by selling spaces to their suppliers who want to highlight their products at the point of sale.
Advertising network: Some brands create their own internal management to manage the marketing of their display spaces.
Solutions like Cenareo offer functionalities dedicated to monetization, allowing fine management of advertising space and the programming of sponsor campaigns.
Budget and business models
The initial investment
The cost of a window screen varies considerably depending on the characteristics:
Basic screen (32-43 inches, standard brightness): 800 to 1500€
Semi-professional screen (43-55 inches, high brightness): 1500 to 3500€
High-performance professional display (55-75 inches): 3500 to 8000€
Installation and supports: 200 to 800€
In addition, there is the cost of the software solution, which is generally billed as a monthly or annual subscription per screen (between €15 and €50 per month and per screen depending on the features).
Rent or buy?
Two models are available to you:
The purchase: You own the equipment but assume the costs of maintenance, repair and obsolescence.
Location (as-a-service model): You pay for a subscription including the screen, the software and the maintenance. This model offers greater flexibility and budget predictability, including the replacement of faulty hardware.
The complete SaaS model, as proposed by players like Cenareo, is tending to become widespread because it reduces operating costs and eliminates unpleasant surprises related to breakdowns or obsolescence.
Conclusion
Today, the window screen represents much more than a simple technological gadget: it is a real strategic communication and sales tool. Its effectiveness is based on three pillars: hardware adapted to your environment, a powerful and intuitive software solution, and a relevant content strategy.
The investment, now available even for small businesses thanks to subscription models, offers a measurable return in terms of traffic, sales and brand image. French solutions like Cenareo demonstrate that it is possible to combine ease of use, technical performance and quality support to transform your screens into real growth drivers.
In an increasingly competitive commercial world where the customer experience makes the difference, the window screen is no longer an option but a necessity for brands that want to capture attention, communicate effectively and stand out from the competition.
