38 Digital Signage Applications for Retail


Using a digital signage network in a retail environment provides many unique applications for customers and employees. Let’s go over some of the most effective and efficient of these options for retail digital signs:

  1. Add Ambience to Your Environment: Create messaging around holiday themes, special events or your store branding and decor.
  2. Decrease Perceived Wait Times:  Use digital signs to entertain and inform, or use live TV along with promotional messaging in areas where customers wait for service.
  3. Show Your Community Commitment: Create messages and news clips to show your strengths and your interests in the community. This adds to your goodwill and brand.
  4. Branding: Inform your customers about what they can expect from your products and services and about what differentiates your offerings from your competitors.
  5. Launch New Products, Services or a New Procedure: Creating content to inform consumers is the best way to have a consistent sales message.
  6. Welcome Signage: Use signage at your front entrance to greet customers with upcoming events, promote overstocks, clearance, today’s specials, stores information, holiday schedules, etc.
  7. Directories: Use signage to show floors, department listings, tenants, room numbers or other listings.
  8. Interactive Displays: Use touchscreens to show product colors, styles, options and other selections.
  9. Messages from Management: Messages from management can be a great way to inform customers of your policies and commitment to customer service while building customer trust.
  10. POP (Point-of-Purchase) and POS (Point-of-Sale): Digital signage in POP and POS areas can increase sales and is used for impulse buying, highlighting products or to up-sell products, warranties or accessories.
  11. Integrate with Databases and Event-Triggered Content: Create content that can change dynamically to inventory, pricing, customer wait times and other external events without manually changing content every time stock levels change.
  12. Emergency Alerts: Some signage players can incorporate emergency alert systems from local and/or federal government. You can also create your own alerts, and trigger them quickly when needed.  
  13. Orient Customers with the Environment (Wayfinding): Use both touch and non-touch displays to direct consumers to areas throughout your environment.
  14. Special Event Announcements: Create messages for your upcoming special events, classes, shows and other important announcements.
  15. Promote Community Activities: Show information about local community activities. It is a good way to create goodwill with your consumers and to show your involvement with your community.
  16. Train Customers on Use of Products, Services or Procedures: Creating a video on educating a customer is a consistent training tool and frees up personnel.
  17. Display Real-Time News or Weather Information: You can incorporate this into your retail messages using RSS feeds.  
  18. In-Store Promotions: Using displays to advertise or enhance in-store promotions will lead to increased awareness and sales.
  19. Show Unadvertised Specials: Studies have shown that retailers report big sales increases when using displays to show unadvertised products and services.
  20. Gift Cards/Gift Certificates: Use an interactive display for purchasing gift cards, certificates and refills.
  21. Change Scenery: Cover a complete wall with displays (video wall) from top to bottom to change surroundings and ambience using images, photo scenes, motion graphics, graphic art patterns or any type of theme to create spectacular backdrop scenes.
  22. Entertain Customers: In areas where consumers are waiting in queue, show broadcast TV or entertaining video clips with your messages.
  23. Give Advice or Suggestions: Create content to help consumers make choices, or advise them on information they should know about a product or service.
  24. Newsletter and Email Opt-In Campaigns: Add a touchscreen and have your customers sign up for email alerts, newsletters or even apply for credit.
  25. Digital Canvas and Art Walls: Use displays to create digital art for ambience, branding and decoration.
  26. Displays in Storefront Windows: Place displays in storefront windows to attract attention and to convey additional information. This is great for after-hours or 24/7 promotions. Nighttime programming can be different from your daytime programming.
  27. Virtual Dressing Room: In a clothing store, you can compare styles, get a “virtual fit” and let your friends see your selections on social media.
  28. Updated Information: Use signage for information changes often such as currency information, bank rates, schedules, ticket and show information, order confirmation customer queues, etc.
  29. Contests: Use digital signage to promote your contests, and engage your customers to participate. Use SMS messaging, QR code or touchscreens for sign-ups.
  30. Digital Mannequins: Use displays to create digital mannequins with real, life-size models, modeling a new clothing collection or accessories, offering quite an attention-getter.
  31. Compliance Issues: Use displays for compliance issues. Displays can keep the environment neat and clutter-free with rotating information that can be quickly updated locally or remotely.
  32. Transaction Kiosk: Use a touchscreen as a transaction terminal for customers to pay bills, purchase items, buy extended warranties and more.
  33. Train Sales Representatives: Use your displays after hours to show training videos and other corporate information.
  34. Employee Digital Bulletin Board: Place a display in the back room for employee information and/or for employees to access and post messages.
  35. Employee Schedules: Use a display for this that can be updated from anywhere and is simple, neat and easy to read.
  36. Break-Area Entertainment: Use displays to show some entertainment/TV while employees are on break. Use it also to educate employees on new product introductions, sales techniques and corporate information.
  37. Employer Compliance Issues: Convert all state and employee compliance notices into digital content and show on a large display (check with your state and federal laws to find out what can be digitally shown to be in compliance with state and federal laws).
  38. Job Applications: An interactive kiosk for job applications and other HR information can easily free up personnel for other face-to-face interactions.

I’m sure that, after reviewing this list, you have probably thought of some other uses. There are no bounds for digital signage—if you have an idea, try it. The only limit is your imagination.

About Author

David Bawarsky, DSCE, is the author of Digital Signage Made Simple for Retailers. He has more than 35 years of experience in helping thousands of companies use technology to effectively communicate their unique marketing messages. He is currently the CEO of mySignageNow, a leading provider of digital signage solutions. He has been a technology entrepreneur throughout his career, creating and managing successful media companies. His companies have won many awards, including an “OBIE” (outdoor advertising’s Oscar) and has been featured in more than 1,900 newspapers, magazines and TV shows worldwide, including The New York Times, Wall Street Journal, Washington Post, Los Angeles Times, Newsweek, CNN, BBC, NBC’s “Today Show,” and ABC’s “World News Tonight.” For more information, visit www.DigitalSignageMadeSimple.com

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