How to capture the attention of passers-by on a street saturated with windows and advertisements? Between static posters, classic screens and direct competition from neighboring stores, standing out is becoming more difficult every day. Dynamic display in store windows is a modern, impactful and above all profitable solution. Visible in direct sunlight, modular and capable of distributing dynamic content, it transforms a simple window into a real communication and attraction tool.
In this guide, we will see why the window screen is a strategic asset for your business and what solutions are available. We'll show you how to choose the right dynamic display solution for store windows and, above all, what return on investment to expect from it.
Why dynamic window display is a strategic asset for your store
The window is the most important part of any business. At a glance, it sets the tone for your store. Luxurious, refined, neat, organized, colorful style, so many impressions that will appeal to the passer-by and potentially bring them into your store. You have to tell a story and think carefully about the products you are going to promote.
Unlike printed posters, which are expensive and quickly obsolete, or conventional LCD screens that sometimes lack brightness, a well-adapted screen offers incomparable visibility. With a brightness of up to 4,000 to 7,000 nits for high brightness screens, it remains perfectly legible even in bright sunlight, where other solutions become illegible or hidden by reflections.
A bright, animated screen is much easier to distinguish than traditional posters. It gives a modern and professional touch to your store, while allowing you to update your promotions and messages in real time, without having to print new materials.
The measurable impact of dynamic window signage
The numbers speak for themselves. According to a Nielsen study conducted with 120 retailers using a digital signage solution, 80% of them saw their sales increase by 33% compared to those made with traditional printed posters. In addition, a window screen attracts up to 83% more attention than paper displays and can generate +50% in store traffic.
A dynamic display in the window allows broadcasting in real time. With a communication screen, you create a real interactive window, digital menus, flash promotions or video campaigns come to life and catch the eye of passers-by. This flexibility gives you a decisive advantage, adapting your communication to current events and traffic flows, without time constraints or printing costs.
24/7 communication, even when the doors are closed
Using your window has an undeniable advantage, it allows you to promote your products, even when you are closed. If you plan to use the display for an extended period of time, consider this factor when choosing your screens, you need to be sure that you can use them for long hours, which excludes the use of consumer televisions.
A modern and professional image
Beyond the practical aspect, it is also a question of image. A digital screen in the window instantly modernizes your brand and reflects an innovative, high-end and professional perception. Customers are becoming more and more sensitive to new technologies.
Finally, the savings made are far from being negligible, no more paper prints, posters thrown away every week and the travel of service providers. The screen is becoming a sustainable tool, capable of generating traffic, increasing your sales and reducing your communication costs.
Screen solutions adapted to shop windows
There is no single model of window screen, but several solutions, each with its advantages according to your needs and space constraints.
High brightness LCD display for window
High-brightness LCD displays for windows offer a brightness of up to 3,000 to 4,000 nits, and are designed to withstand heat and UV rays. A high-brightness LCD screen works an average of 40,000 to 60,000 hours, or about 5 to 7 years of 24/7 use. Their visibility remains optimal even in direct sunlight, with no annoying reflection effect.
These screens stand out for their high resolution Full HD/UHD, available in sizes from 32 to 75 inches, ideal for close reading. They consume less energy than one might think and are optimized for intensive operation with controlled consumption, lower than an equivalent neon light or projector. Their main disadvantage is their opacity, which can partially obstruct the view through the window.
High brightness LED screen
Classic LED window displays offer very high brightness, up to 7,000 nits, and are designed to withstand heat and UV rays. Their visibility remains optimal even in direct sunlight, with no annoying reflection effect. These screens stand out for their long life, modularity and high contrast that guarantees exceptional image quality. In addition, they consume less power than an LCD screen with an equivalent surface area. Their main disadvantage is their opacity, which can partially obstruct the view through the window.
Clear LED screen
Transparent LED screens are distinguished by their honeycomb structure, which allows visibility to be maintained through the glass while diffusing high-quality light content. It is inspired by the micro-perforated adhesive that has already been used for many years in windows. This type of transparent LED display combines indoor visibility and outdoor communication, ideal for high-end retailers or downtown stores.
Thus, they offer a modern and elegant look that naturally attracts the eyes of passers-by. Among their main advantages are transparency of up to 95%, high luminosity, and a clean design that integrates harmoniously into your window. In flagships like those of Etam or that of Celio on the Champs-Élysées, screens are used to stage the storefronts in a spectacular way. The example of screens in Jennyfer stores is revealing, windows are replaced by very thin LED screens through artistic staging.
On the other hand, to maintain this maximum transparency, it is not possible to opt for ultra-fine pitches, which slightly limits the precision of highly detailed images.
Digital totem
The totem comes in the form of a vertical screen or portrait format, often compact and easily moved. It is a practical solution for capturing the attention of passers-by, thanks to its high brightness and the image quality offered by fine pitches. Its installation is simple and fast, which makes it particularly suitable for stores that want flexible and modular displays.
However, it remains limited by its portrait format, which can be restrictive for video broadcasting. In addition, it cannot be fixed directly against the window, which may restrict its use in some locations. Despite this constraint, the totem remains an effective tool to boost your communication and strengthen the visibility of your point of sale.
How to choose the right digital signage solution for store windows
Brightness (nits), a decisive criterion
Brightness remains the most decisive criterion for a window advertising screen. While standard LCD screens can become illegible in the sun, a suitable screen offers an average of between 3,000 and 7,000 nits, guaranteeing optimal visibility at all hours. This power also makes it possible to limit reflections and the black screen appearance when there is too much sun. In addition, this optimal luminosity attracts the eye of passers-by, even on very bright streets.
The important thing is to choose the right brightness for your situation, location, orientation, ambient light. For example, a window facing south will require greater luminosity than a window facing north.
The resolution and the pitch, a clear image at any distance
The pitch corresponds to the spacing between two pixels (ex: P2.5 = 2.5 mm). The smaller it is, the more detailed the image is. For a window targeting sidewalk pedestrians and motorists, a fine pitch of P2.5 is generally recommended. For larger windows observed from further away, a P3.9 or P6 pitch may suffice. Finally, in a pedestrian zone only, you can rely on more precise pitches (P1.9 for example) to promote visual quality.
The size and format, adapt to your space
The size and format of the screen should match the window and the viewing distance. Modular screens make it easy to adapt to different spaces, whether narrow or wide. However, depending on the audience you are targeting, the screen should be big enough. The aim is to ensure clear and legible communication for all passers-by.
According to a study conducted by Madame Benchmark for the Digital Media Club on the top 100 French retailers, 63% project in portrait format and not in landscape format, because this takes up less space in windows and stores.
Strategic positioning
First, observe the layout diagram of your window and check the positioning of your digital screen. This may seem trivial, but often, poor positioning does not catch the attention of passers-by. Having an advertising screen is a first step, but it does not exempt you from creating a window that attracts the visitor's eye. Adjust technology to your colors and your brand. The concept of digital signage will be more relevant in an adapted environment.
Place your window advertising screen where the passage is most important. Make sure it's easily visible from the street or aisle at the mall.
How to manage content
Managing screen content can be adapted to your needs and your organization. Some models work in Plug & Play via USB stick, offering a simple and fast solution. Others are controlled via software, wired or Wi-Fi, allowing visuals to be programmed and modified locally in a few clicks.
Cloud software-based solutions are ideal for franchises or multi-stores, as they offer remote, centralized, and real-time management, making it easy to deliver consistent content across multiple sites simultaneously.
Cenareo, the digital signage solution to optimize your window
An intuitive platform to control your windows
Cenareo offers an intuitive SaaS solution that centralizes the management of your messages in real time. No need to handle paper supports or stickers, a simple click is enough to update your window, even outside of business hours. With a solution like Cenareo, you manage your campaigns remotely from any computer or smartphone, without having to physically travel to change posters.
The platform makes it possible to broadcast various multimedia content, images, videos, videos, animations or promotions, to transform the window into a real advertising medium that captures the eye of passers-by. The ergonomic interface guarantees a quick start, 30 minutes of training are enough to master the platform, especially for local field teams.
Intelligent programming and contextualization
Cenareo simplifies the management of complex parks regardless of the number of users, sites or the granularity of the content for a fluid and relevant distribution experience. The intelligent algorithm creates communication scenarios based on your distribution criteria.
Cenareo's unique technology can detect, on its own, the best time of day to broadcast a marketing message, by cross-referencing video metadata, hot trends, time of day, peak periods and even the weather. Unlike static ads, dynamic signage can be programmed to show different ads at different times and on different sites, depending on what's most relevant.
For example, you can display items selected based on the weather, a special promotion for the first customers in the morning, or highlight some of your seasonal inventory based on busy periods. The retail sector is particularly sensitive to external factors, such as weather, news, time of day or flows of people.
Connection with your business tools
Cenareo connects to your business tools (Dashboard, data flow, stock status) and offers a large number of standard feeds included (weather, traffic, social networks, ephemeris). Connected to the promotion catalog and to the inventory management software, Cenareo digital signage becomes a powerful sales medium.
The solution makes it possible to make communications constantly up to date, no promotions on sold out products, and contextualizes promotions according to weather conditions, thus making their impact greater. Out of stock or an excess of stock? Use smart digital POS in your retail space to inform your customers in real time about local or national promotions in your stores.
Reliability and continuity of distribution
The Cenareo player guarantees continuous broadcasting, even in the event of a network outage. The content is stored locally on the player, which means that your window screen will never be black, even if your internet connection is temporarily interrupted. This reliability is essential to maintain the attractiveness of your window at all times, especially during closing hours when your window continues to work for you.
In the event of a technical problem that cannot be resolved remotely on players, Cenareo replaces them free of charge as part of the subscription, thus guaranteeing continuity of service.
Extensive compatibility with all types of screens
The Cenareo solution works with any type of screen, including Samsung screens (Tizen range), Sharp/NEC and Philips screens with embedded System on Chip (SoC) solutions. This extended compatibility allows you to choose the most suitable screen for your window without system constraints.
Compatible with any screen format, the solution is therefore suitable for vertical LCD or LED screens in windows as well as for 16:9 horizontal screens indoors.
“Glocal” approach for multi-site retailers
For retailers and franchises with several points of sale, Cenareo makes it possible to manage campaigns at the national level with the possibility of local interventions and customizations. This last strategy makes it possible to anchor stores in the local reality with more relevant and targeted communications.
The massive control of screens is adapted to the management of large parks, the solution makes it possible to manage national digital communication in all simplicity. User rights allow local teams to take control of their screens to communicate their specificities without burdening their daily lives; putting content online only requires a few minutes.
Retail media and monetization
The advertising space offered by display screens can quickly become an additional source of revenue. The Cenareo platform offers all the functionalities needed to monetize screens. Generate additional revenue by transforming your advertising screens into media, monetize communication spaces with your suppliers or external advertisers.
Our platform allows a precise segmentation of your fleet to offer the most relevant locations to your advertisers, guaranteeing a maximized ROI.
What return on investment can you expect from dynamic window signage
A window screen is certainly an investment, but it is above all an income-generating asset for your store. Installing a screen in the window is a significant investment, but it is an investment that can radically transform the attractiveness of your business.
The savings achieved
It is important to consider this purchase as an investment. Indeed, it allows significant savings to be made. Paper printings become useless and content updates happen instantly, with no recurring costs.
As Thibault Carpentier, creator of Obsand, explains, “The customer is eager for change. Don't underestimate the impact of new decor. It mostly results in a peak in sales in the days that follow.” However, changing the window requires time, energy and resources. That's where digital signage solutions come in. While changing the window from time to time brings a peak in sales, dynamic window display brings continuous added value.
The direct commercial impact
Commercially, the screen improves the visibility of your window, attracts more passers-by and promotes impulse sales, thus directly contributing to the improvement of your turnover. We now know that 1 out of 5 people made an unplanned purchase following viewing a sequence from a digital signage display.
Display campaigns on screens in stores are a particularly effective tool for creating the desire to buy. It is recommended to build your campaign on screens by offering visitors the presentation of complementary or similar products. The direct consequence of this technique is the increase in the average basket. There is an average increase in sales of 24% during a display campaign on screens.
ROI and memory
A window screen attracts attention and can generate a quick return on investment, with an average ROI of 12 to 18 months. Because it is visually attractive, the screen has a direct impact on the memory rate, 75% of visitors remember a communication on the screen compared to 44% for a traditional display.
According to a study by Samsung UK concerning digital signage at the point of sale, 84% of retailers believe that digital signage brings great visibility to the brand.
Best practices for an effective window screen
1. Create impactful content
You can use digital installations to capture the attention of the public and make visiting a store enjoyable. To do that, you need inspiring, quality content. Video is naturally more engaging than static images and gives you the opportunity to tell the story of your brand or to present the lifestyle that your products are part of.
In store windows, the content of fashion retailers takes an average of 8 to 12 seconds. These are longer inside stores, 30 to 45 seconds in the back office, especially to promote new services. The communication campaigns broadcast on the screens are positive and cheerful.
2. Integrate the screen into your concept
The screens are staged, perfectly integrated into store windows and shelves in order to convey a creative and modern brand image. With its decor, the window gives a brand image to the store. Having an advertising screen is a first step, but it does not exempt you from creating a window that attracts the visitor's eye.
The possibilities of setting up a window are very numerous, one or more screens in resonance, LED walls or even motion detectors producing a programmed chain reaction. You can let your imagination run wild to create the best videos and the most engaging messages, with or without staging, depending on your needs.
3. Adapting content to context
To ensure maximum traffic, consider showcasing part of your seasonal stock, offering a one-off promotion, or even informing your customers and visitors about specific destocking. Through one or more campaigns on screens in your window or in the aisles of your store, you can attract new customers, boost your sales, sell off your stock or surplus, and achieve your goals.
Dynamic display in store windows, the asset to boost your visibility
Digital signage for store windows is therefore much more than a technological tool. It is a strategic investment that combines visibility, modernity and profitability. By choosing a digital display in the window, you modernize your brand, increase the visibility of your store and gain a decisive competitive advantage over neighboring businesses.
The window screen attracts more attention from passers-by. More potential visitors automatically mean more sales opportunities. The most successful businesses are more than just stores for their customers. Companies like Apple, Swatch, and Ben & Jerry's are better known for their image than for their products. It's the message you're sending that attracts customers and keeps them coming back. Dynamic display for windows frees up space in the store and abolishes the boundaries of traditional signage by allowing you to go far beyond simple static POS displays.
Cenareo supports retailers, franchises and retailers in setting up digital signage solutions adapted to their needs. With more than 350 customers in 32 countries, including major retailers such as Boulanger, Etam, and Lagardère, Cenareo has established itself as a trusted partner for the digital transformation of retail.
Remember that the screen is only a tool, it is the quality of your content, its relevance and its contextualization that will make all the difference. With best practices and the right tools like Cenareo, your dynamic window will become a real commercial asset that will attract passers-by and turn them into customers.
