If you’re a retailer looking to improve the in-store shopping experience or a media owner aiming to unlock new revenue opportunities, digital signage can be a game-changer. When used strategically, it does more than display ads — it creates a more seamless, engaging, and shopper-friendly environment while opening the door to new paid media streams.
Yet, many retailers are still unsure how to maximize the potential of their in-store digital media. A recent Retail TouchPoints report found that 57% of retailers struggle to adapt brick-and-mortar stores to evolving shopper expectations, and nearly half (44%) cite integrating digital media and technology as a top challenge. The key isn’t just adding screens — it’s using them to deliver the right message at the right time, guiding shoppers, highlighting promotions, and enhancing the overall shopping journey.
In this guide, we’ll break down exactly how retailers can:
- Structure in-store digital signage for maximum shopper engagement
- Deliver dynamic, real-time content that enhances the in-store experience
- Measure and optimize signage performance to increase effectiveness
The in-store digital signage opportunity for retailers
Shoppers today expect engaging, dynamic experiences wherever they shop — including inside physical stores, where the majority of U.S. retail sales (83.7%) were made in 2024. In response, the most successful retailers are fusing digital and physical shopping to create a unified, customer-centred buying experience. And one of the best ways to bridge that gap and bring the digital experience into brick-and-mortar stores is through in-store digital signage.
Unlike static signs, digital screens bring stores to life with real-time, dynamic content that engages shoppers and delivers relevant messaging at the right moment. Suddenly, you can access all the benefits of timeliness, relevance, and vibrance of digital ads all along the path to purchase.
Beyond improving the shopping experience, digital signage also makes retail media networks (RMNs) more powerful. Many retailers already use first-party data to sell digital ad space, and now they can do the same in-store — giving brands a way to connect with shoppers at the point of purchase. With digital signage, retailers don’t just enhance the shopping journey; they also unlock new revenue streams by transforming their stores into high-value advertising platforms.
READ ALSO: Why in-store media is essential for forward-thinking retail media strategies
Strategy #1: Structuring in-store retail media for maximum impact
Well-placed in-store signage enhances the shopping experience and boosts sales. The right mix of formats and locations can increase revenue by up to 13.37% without adding products or using more space.
Where digital signage has the most impact
Want shoppers to actually notice and use your digital signage? Focus on high-traffic areas where they’re already looking for information:
- Entrances: Welcome shoppers and highlight deals.
- Aisles & product displays: Show product info, promotions, or helpful tips.
- Checkout areas: Give last-minute reminders or loyalty program prompts.
- Impulse zones: Suggest add-ons or limited-time offers.
Strategically placed screens capture attention and create valuable ad opportunities at key decision points. A digital display near the snack aisle, for instance, can highlight a chip promotion while featuring a soda ad, encouraging shoppers to buy both. This enhances in-store media value, driving stronger partnerships and ad revenue.
Best practices for in-store screen visibility & engagement
To ensure signage is effective:
- Keep screens at eye level so shoppers don’t have to strain to see them.
- Place screens in high-traffic areas where people naturally pause, like end caps, aisle intersections, and checkout lines.
- Use clear, high-contrast content that’s easy to read from a distance.
- Match content to location — a promo for snacks should be near the snack aisle, not at the entrance.
Strategy #2: Delivering the right message at the right time with dynamic, customer-first content
When content is timely and relevant, digital signage becomes a helpful shopping companion, guiding customers, highlighting promotions, and enhancing the in-store experience. Want digital signage content that enhances the shopping journey instead of blending into the background? Make it engaging, relevant, and responsive to real-time needs:
- Visually engaging formats: Use motion graphics, animations, video, live social feeds, and interactive elements to capture attention and keep content fresh.
- Accurate, real-time information: Display up-to-date pricing, promotions, product availability, and store navigation details to help shoppers make informed decisions.
- Context-aware and localized messaging: Adapt content dynamically based on factors like time of day, weather, foot traffic, store location, and regional preferences for maximum relevance.
- Seamless omnichannel integration: Bridge the gap between in-store and online with scannable QR codes, mobile-exclusive offers, or branded hashtags that encourage engagement beyond the store.
A dynamic content strategy allows retailers to keep signage responsive and aligned with customer needs and business goals. Instead of rigid campaigns, messaging can adapt based on store-level data, weather, or inventory.
For example, a Chicago store might highlight warm beverages and cold-weather gear in winter, while a Miami location promotes iced coffee and beachwear—ensuring offers make sense for each market. This flexibility also helps retailers manage supply chain challenges by automatically swapping out promotions for out-of-stock items and prioritizing available products.
By putting customers first, retailers create a seamless shopping experience while building a more valuable ad platform. When content feels relevant, shoppers engage—boosting advertiser interest and revenue potential.
Best practices for a strong in-store content strategy
To keep signage engaging and useful, retailers should:
- Schedule content dynamically: Use an intelligent content management system (CMS) to automate and adjust messaging based on store traffic patterns, time of day, and shopper behaviour.
- Personalize messaging: Leverage first-party data from loyalty programs, past purchases, and CRM integrations to deliver targeted promotions that match shopper preferences.
- Balance store-led messaging with brand-sponsored content: Ads should enhance the customer experience, not disrupt it.
Strategy #3: Measuring campaign effectiveness for optimization & improved ROI
Investing in digital signage is smart, but retailers must track its impact to maximize value. Clear performance data optimizes content, attracts advertisers, and proves ROI. If signage isn’t driving engagement, sales, or strengthening the RMN, it’s falling short.
To get the most value out of an in-store retail media network, retailers should track key performance indicators (KPIs) that measure both customer experience and ad performance:
- Customer engagement metrics: Dwell time, foot traffic impact, and interaction rates show how shoppers engage with signage.
- Sales impact metrics: A/B testing and sales lift analysis track whether signage drives product purchases.
- Ad performance metrics: Impression counts and brand recall surveys help attract advertisers by proving in-store ad effectiveness.
Advertisers want proof their in-store ads work—are shoppers stopping? Are featured products selling? Are campaigns driving purchases? Retailers who track signage performance can turn these insights into stronger ad partnerships and revenue.
For example, a grocery chain analyzing foot traffic might find shoppers linger longer in the bakery when screens display fresh specials. By scheduling promotions during peak hours, they boost engagement and impulse buys. The same data proves ad effectiveness to brand partners, increasing the value of in-store media.
A data-driven approach doesn’t just enhance shopper engagement—it builds a high-performing ad platform that keeps brands investing and customers engaged. When signage works for shoppers, it works for advertisers too.
How to measure success & attract advertisers
To connect signage performance with real business outcomes and attract premium ad partnerships:
- Link in-store and online shopper behaviour: Connect in-store RMN performance to e-commerce, mobile apps, and loyalty data for a full funnel view.
- Track purchase influence: Use loyalty programs and POS data to see which signage messages drive conversions.
- Use heat mapping & AI analytics: Identify high-engagement zones and optimize signage placement based on real shopper behaviour.
- Prove incremental sales impact: Advertisers invest where they see ROI — so track how signage increases brand lift and conversion rates.
READ ALSO: How to measure ROI in OOH advertising: Methods and strategies for accurate attribution
Turning engagement into revenue: The key to a more profitable retail media network
When screens capture attention and add value for shoppers, they naturally become more attractive to brands. Stronger engagement leads to higher-quality ad inventory, increased advertiser demand, and greater revenue for your retail media network.
The key? Prioritize the customer experience first. Before focusing on ad sales, retailers should optimize content, placement, and measurement to ensure signage is engaging and effective. When shoppers interact with screens, brands take notice — because advertisers want their messages displayed in environments where they make an impact.
Want to make the most of your in-store digital signage?
If you’re ready to turn engagement into a revenue-driving strategy, check out our eBook, How to Increase Revenue with Contextual In-Store Media. Inside, you’ll find practical tips on integrating digital signage into your retail media network, plus the 10 essential components needed to unlock new revenue at high-intent purchase locations like in-store displays and point-of-sale.
