Why Retailers Are Doubling Down on Digital Signage
The days of relying solely on sandwich boards and traditional shopfront signs are numbered. Digital signage has become a permanent fixture in modern retail, giving shoppers timely, relevant information and helping retailers communicate more dynamically. In this article, we’ll explore what digital signage is, why it’s gaining momentum, and how it can help you elevate your in‑store experience.
What Is Digital Signage?
Digital signage refers to any sign or display that appears on an electronic screen, similar to a computer monitor or television. These displays can showcase text, images, animations and video, giving retailers far more flexibility in how they capture a customer’s attention.
Unlike printed signage, which often needs to be redesigned, reprinted and physically replaced whenever the message changes, digital signage content can be updated in moments through software or a central management platform. This makes it far easier to keep information accurate, timely and aligned with current campaigns or promotions.
Why Are Retailers Choosing Digital Signage?
More and more retailers are choosing digital signage because it is simpler to manage and, over time, more economical than traditional printed materials. Beyond operational efficiency, it has a clear impact on performance: one study reported that retailers saw a 29.5% uplift in sales after rolling out digital signage in 2024, and 70% of customers said digital signage influenced their decision to make a purchase.
In other words, digital signage is not just a “nice to have” visual upgrade; it’s a tool that directly supports revenue growth and better customer decision-making.
What Are the Benefits of Digital Signage?
Digital signage offers advantages for shoppers and staff alike, but the upside for retailers is particularly strong in three core areas.
Fast, Flexible and Highly Relevant
Retail environments change quickly; prices shift, stock levels fluctuate and promotions come and go. Printed signs often lag behind reality, leaving customers looking at information that is out of date or incomplete.
With digital signage, content can be refreshed in real time. Retailers can push out up-to-the-minute information on pricing, availability, offers or events with just a few clicks. There is no waiting for design changes to be printed, shipped and installed, and any errors can be corrected immediately. This responsiveness helps ensure that customers always see accurate, relevant messaging.
Cost-Effective Over the Long Term
Although there is an initial investment in screens and infrastructure, digital signage typically reduces costs over time. Printed signs incur expenses every time a new design is created, printed and distributed, particularly for multi-site retailers who need consistency across locations.
Digital displays, on the other hand, can host multiple messages and campaigns, scheduled across the day, week or season. Updating content does not require any printing or physical installation, which helps lower ongoing costs and reduces waste. It also minimises the financial impact of typos or last-minute changes, as content can simply be edited and republished.
Increased Customer Engagement and Insight
If a static sign fails to resonate, retailers face a choice: leave it in place and accept poor performance, or pay for a replacement. Digital signage removes much of this friction by making it simple to experiment with different messages, layouts and imagery.
Retailers can A/B test content, adjust creative elements and track which combinations drive more engagement or conversions. Over time, this data-driven approach helps refine in‑store communications so that they better reflect customer preferences and behaviours, resulting in a more engaging and personalised shopping experience.
Want to Get Started with Digital Signage?
Digital signage has the power to transform your retail environment, but knowing where to begin and how to integrate it with your wider technology strategy can feel daunting.
New Era Technology is here to help you navigate the options and design a digital signage solution that aligns with your brand, your operational needs and your customers’ expectations. Our experts can support you from initial strategy through to implementation and optimisation.
If you’re ready to explore how digital signage can enhance your retail business, contact New Era Technology today to start the conversation.