Digital signage in brick and mortar: Driving engagement and immersive shopping
by Pierre Gillet, Vice President of International Sales at BrightSign.
Digital signage has transformed the in-store experience from static price tags to dynamic storytelling canvases. It creates an opportunity for a more interactive, personalised, and intuitive shopping experience that invites shoppers to engage with brands in new, immersive ways – including showcasing product promotions, wayfinding or captivating window displays. Digital signage is particularly significant for big box, luxury, and high-end retail on a global scale, where the emphasis is not only on the product itself but also on the brand story and personalised experience.
Interactivity is essential to maximise impact. By integrating IoT sensors with digital signage media players, retailers can deliver custom on-screen content and information based on items users pick up or interact with. For instance, The House of Rituals, an Amsterdam-based flagship store, elevated the use of digital signage by harnessing the power of motion and sensors in an interactive scent display, inviting shoppers to engage directly with the product. This was achieved through the instant play of bespoke scent videos when a customer picked up a fragrance vial. This seamless blend of physical action and content has been shown to boost dwell time and drive an increase in trial purchases. This not only demonstrated enhanced customer engagement but also provided Rituals with valuable insight into shopper preferences.
A growing trend is the integration of AI applications within digital signage for retail environments. Advanced digital media players are powering AI, edge computing, and analytics to tailor content based on understanding shopper behaviour, time of day, and environmental conditions of brick-and-mortar stores. This enables data-driven decision making and allows retailers to improve and deliver even better products, services, and customer experiences with a clear ROI.
Whether it’s a video wall, single screen, or kiosk, digital signage helps retailers engage shoppers at every step, turning casual visitors into loyal customers by immersing them in the brand story, ultimately boosting sales and revenue. It creates deeper connections and engagement levels beyond what traditional signage can offer.
To find out how BrightSign can help your retail operation, visit them online here or connect with them here.
