Major trends in the Retail Digital Signage development in 2022

Modern challenges in the global economic ecosystem cannot but affect the most sensitive segments of the economy. Obviously, retail is one of those segments. Any slightest change in the economic environment instantly affects the sales, both positively, in the event of economic indicators' rise, and negatively, in the event of their fall. Let us have in mind that there are plenty of related segments that are focused on Retail, namely, production, logistics, finances, real estate, IT, as well as their components, and many others. It means we should watch the marketing trends closely and make relevant adjustments to our short- and long-time strategies in order to maintain positive indicators of the entire area.

Our survey deals with Digital Signage solutions, a segment that primarily operates in retail. Digital Signage systems use in retail are viable from an economic point of view and go along several specific applications, namely:

-Draw customers to retail outlet;

-Inform on marketing services available;

-Feedback from buyers on the quality of goods and services, and service level;

-Promotion of certain assortment items;

-Integration of Digital Signage systems in the corporate IT infrastructure.

A different approach shaped in accordance with the strategy and specific goals of the company is used in each of the applications listed above. Let us understand which marketing trends are the most attractive in 2022 in each individual case.

Content trends for attracting customers

In order to draw buyers to the store, in most cases, media surfaces are placed at the entrance unit or in the showcases jointly with the standard window design, where the samples of the offered products are displayed. Large media planes broadcasting promo content focused on special offers and discounts are used to attract clients. One Time Offers that are valid within a certain time span only are used to pick up clients from the traffic. An appropriate, for the moment, advertising message could be placed on the digital displays by means of remote media content control software or digital signage content management software. QR-codes with a link to the company site or a promo offer text with the description of conditions/requirements, and product specifications, etc. are often used as well. The use of QR-codes enables generating interest among potential audience.

Marketing tools for informing customers

Inside the sales outlet, it is important to focus on the current special offers and loyalty programs, as they are directly tied to the strategic goals of the company and are aimed at further growth. Besides, the use of digital media screens in the outlet enables monitoring of potential demand for these or that items in the assortment, the items that are not yet appeared in the chain store, but are planned to be included in the assortment in the nearest future. At the same time, the use of these tools gives you an opportunity to optimize stock inventory at the sale point by informing customers on the option they have, namely, to order one or the other item. It is not a secret that the assortment in the chain store varies from outlet to outlet, often because of a different size of shopping floor space, territorial positioning or/and customer traffic. In some cases, a few trademarks are not represented down the store shelves, though they are listed in the company assortment. It may be certain groups of goods that are not planned to be exposed in the small-scale shops, though the retail chain itself is able to deliver them. Visitors should be informed on that option in order for the store to not miss such sales.

Digital signage solutions as a way to collect feedback

Interactive touchscreens with digital signage software mounted in the checkout area are often used for communication to the customers. Shop assistants offer every customer to go through a brief questioning on the service quality, comfort, and convenience of the sales outlet, goods and services assortment. Customers can submit their proposals for improvement, or place a request for the goods that are not included in the assortment at present time. A system of that type gives you a chance to make a deep analysis of customer satisfaction and promptly respond to customer comments.

Promotional trends

All sales outlets always have so-called "focused set of goods" for every type of goods. Often the novelties and stale stock sale are in the focus. Novelties are characterized by a traditionally higher margin, whilst the sale of stale goods makes room for new collections down the shelves. Let us also have in mind accessories and side goods and services that are not displayed directly, but the retailers still sell them. It could be, for example, spare parts, delivery services, mounting and installation, etc. depending on the chain store activity. To realise this strategy media carriers are placed directly in the category management departments and the content is distributed in such a manner that guarantees maximum attention from the customers. In some cases a cross-over targeting is used, i.e. there are two or three neighboring departments and the special offers of one department are visible for the visitors of the other. A clothes shop may be a good example, where a ladies' clothes department borders a women's accessories department, which in its turn is neighboring a women's footwear department. The major goal of such a strategy is to increase volume of sales and average bill.

Digital Signage infrastructure integration

Retail trade market is growing permanently, hence new strategies and technologies inevitably interconnect with each other in the competitive pursuit of customer attention. It is very important in this environment to have a perfect speed of response, properly adjusted processes, and automation. The same is true for Digital Signage systems, as they are supportive to the sales and help in achieving the goals planned. It means that with the Digital Signage integration the automated processes and tasks may be carried out by these systems. It could be, e.g. a delivery of the new batch of goods, or change in price, or sale – any changes of a kind may be immediately reflected at the digital displays to inform customers respectfully. These processes cut down the data exchange cycle considerably. It is not enough to just run the software in order to integrate Digital Signage systems into control over audio-video content, usually we are dealing with integrated joint efforts of software developers, marketing groups, and chain store IT team. First, it is necessary to set up primary objectives and make a detailed description of interoperation at all stages. It is that collective work that brings you expected outcomes by means of proper selection of required functionality and processing, with attention paid to the objectives, resources, and infrastructure of the chain store.

In a conclusion, it would be worth mentioning that not just the broadcast of audio-video content will be the central Digital Signage trend in Retail in the nearest future, but a deeper integration in the entire system having clear goals, objectives, and KPIs in place. The market is changing and growing, and it will be more and more difficult to capture customers by just a nice image. We need a clear "step by step" strategy starting from the first moment the customer enters a store and ending up with the creation of a positive image, built-up trust, and delivery of maximum comprehensive information to the customer on the goods assortment and services in a very short period of time.

Dwall Online Inc. ( offers you an integrated approach in the Digital Signage segment.