As the retail industry continues to evolve and shift towards online channels, businesses are rethinking the in-store experience to provide customers with a reason to visit their physical locations. The continuous move to omnichannel retail experiences has seen brands adopt new technologies to meet customers’ evolving needs, while also giving them a great in-store, in-app and online experience.
Digital signage is at the forefront of this technological retail revolution. Screens in store will be used to give customers the best possible experience, capturing their attention and providing them with a personalised and engaging experience that goes beyond what they can get online.
Let’s explore some top trends in digital signage expected to help brands boost sales and enhance the in-store experience in 2023/24.
- Using digital signage to interact with products in store
RFID (radio-frequency identification) tags are nothing new; retail brands have been using them for decades to track products in real time, reducing the risk of out-of-stock situations and ensuring that products are always available to customers. However, what is new is how brands use RFID technology to create interactive displays using digital signage in stores. They primarily provide customers with more information about the products they are interested in. For example, customers can use digital screens in store to scan RFID tags on products and instantly access more information, such as product specifications, reviews and related products.
Looking to the future: With digital screens popping up in stores as virtual information or interaction points, you can expect to see more brands tap into these to enhance the customer experience and increase brand loyalty.
Sectors embracing the technology: Fashion brands such as River Island have invested in RFID tags to give stock transparency, letting the customer know exactly what product stock is available in a particular store.
- Clear LED
Clear LED technology is becoming increasingly popular in retail stores due to its ability to provide high-quality visuals without obstructing the view of the products behind the screen. Transparent LED screens can be used to display different content, from product information to promotional offers, and can be easily integrated into the store’s design. Thanks to its modular setup, clear LED technology gives brands complete flexibility on how and where they can use it.
Clear LED helps to improve the customer in-store experience and has the added benefit of bringing more natural light to store, while also showcasing your products in the best possible light, thanks to the exceptional resolution and pixel pitch.
Looking to the future: With the increased use of clear LED technology in retail stores, customers can expect to see more visually stunning and engaging displays in 2023 and beyond. As clear LED enters the market, we expect to see the technology develop, increasing in specification and giving an even greater retail experience.
Sectors embracing the technology: The fashion sector, particularly brands with flagship stores, truly embraces this trend. Brands such as Under Armour are using the innovation in digital screens to make stunning, clear window displays to entice customers in store.
- The rise of personalised content
The personalisation of content will continue to be a trend in digital signage in 2023/24. With “70% of consumers say[ing] they will exclusively shop with brands that personally understand them”, undoubtedly more and more brands are likely to invest in marketing technology that can help personalise their content for in-store and online interactions. While personalisation of online content is nothing new – we’ve all seen the first-name merge tag fields in emails – the rise of in-store personalisation is definitely the new kid on the block.
Many brands have embraced app technology to not only capture first-party data while enticing the customer to remain brand loyal, but also to personalise their shopping experiences in store, by registering when a customer has visited a store and made a purchase or enticing a customer back in store if they become lapsed.
Looking to the future: Thanks to AI and machine learning algorithms, digital signage can now display more relevant and personalised content to viewers. While we don’t see AI taking over the entire creative process, we do see it being part of the ideation stage, helping brands develop new and exciting ideas that enhance their labels in front of consumers.
Using AI, businesses can analyse customer data to deliver targeted content tailored to each customer’s preferences, behaviours and location. For example, AI-powered digital signage can display different content depending on the time of day, weather or even the customer's mood. This approach can help create a more engaging and memorable customer experience, leading to increased brand loyalty and sales. Be ready to embrace content scheduling and localisation functionalities in your digital screen content management system.
Sectors embracing the technology: Fashion and beauty brands, such as Sephora, drive brand loyalty by creating personalised communications across multiple channels, both online and in store. Amazon’s physical fashion store Amazon Style highlights the omnichannel experiences customers will likely experience in store in the future.
- More sustainable digital signage
The latest digital signage solutions are even more energy efficient, with today’s LED screens consuming up to 60% less electricity than previous LCD models. LED walls are easily fixable too, so instead of changing a whole screen, a single pixel can be replaced.
But, of course, brands aren’t just using LED walls to make them look good in the eyes of eco-friendly consumers. They play into the “techorating” trend, i.e. combining the worlds of technology and interior design to create physical spaces that wow and inspire. A brand that has embraced LED technology is IKEA.
IKEA’s move to LED digital signage is part of its sustainability drive. The company has installed LED screens in its stores powered by renewable energy sources such as solar and wind power. The screens are designed to be energy efficient and produce brighter and more vibrant images, making them more engaging for customers.
Looking to the future: Bigger walls with a smaller carbon footprint! LED walls can create unique shapes, even wrapping around corners. Be on the lookout for experiential displays in store.
Sectors embracing the technology: The retail industry, on the whole, is embracing the move to LED to make its digital signage more sustainable.
- Expanding experiences outside of digital signage
With omnichannel shopping taking centre stage, brands are continuing to look at new ways to create enticing experiences in store, not only to drive customers back, but also to increase brand loyalty at a time when it’s in sharp decline. We’ve seen a rise in demand for ad-on technologies for digital signage, making the medium even more experiential for end users.
Looking to the future: Technologies such as pick-up sensors, lighting strips and audio players are just some of the screen additions we’ve seen increase in demand. Used to acknowledge interactions from customers or create more standout in store to persuade footfall into a certain area, these additions are a great way to bring more drama to your current digital screens setup.
Sectors embracing the technology: Retail – from high street names to grocers, brands are keen to increase their experiential creativity in store.
Linney – your full-service marketing partner
At Linney, we help brands level up their digital signage, from full implementation to crafted content to keep customers coming back for more. We’re experts when it comes to getting the most out of your digital screens.
Contact us today to find out more about how we can help your brand serve up compelling, innovative content across all your digital signage.