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What is Digital Signage in Retail?

Using digital signage in stores will be a game-changer for the whole retail industry and will bring visual merchandising to the next level.

Technology has truly taken over the retail industry and is here to stay. Businesses of all sizes in the retail space have either started or are already in digitization. It can something as simple as opening an online store or it can be as complex as workflow automation. Even the look of physical stores is getting the futuristic treatment with the gradual replacement of static store signs and labels with digital signage.

Signage and Visual Merchandising

Visual merchandising is an essential part of getting customers’ attention and compelling them to enter the store and take a look. Retailers use signs to achieve that. As more people are shopping online, there is a need for businesses to be more eye-catching and appealing to customers. It is simply not enough to go with traditional, static signage that doesn’t change. On the other hand, digital signage is more dynamic and can display moving graphics, which can help attract more customers.


Moreover, digital signage can also help retailers create or re-establish their brand identity as time goes on. Showcasing the right graphics can help enhance customer recall because some elements from the signage will stick to them and help them better remember a brand name or store.

Why Digital Signage Is Important in Retail

Brick-and-mortar stores can make use of digital signage in a number of ways. After all, using signage is essential in conveying messages to customers without having to say anything. However, static signs are no longer as effective as they used to be. Digital signage can display more information to customers via motion graphics or even in a slide show format. In today’s retail environment, people want to learn as much as possible about a product or service before they buy something.


Aside from being able to communicate more with shoppers, digital signage is also extremely versatile. For retailers, there are a number of things that can be replaced with digital signage, including shelf labels, in-store displays, and even store posters. Doing so can help improve different operations at the store and can also help boost sales.

Why Electronic Shelf Labels Work Great As Digital Signage

Perhaps one of the most popular options out there for digital signage is the electronic shelf label or ESL. Though these digital labels are usually used to replace paper and plastic price tags, they can be used for other purposes. Retailers can get larger electronic shelf labels to display colorful and interactive graphics on the shelf that customers can watch to learn more about a product. On the employee side, digital signage can also be used to help organize inventory and monitor stock levels.


This is because electronic shelf labels are connected to a centralized server that employees can easily access to do a number of tasks. This includes locating products in-store because the ESL gives items a marker and allows staff to find them through digital maps. Moreover, updates on digital signage are a breeze. A new page can simply be uploaded via the server and can be reflected across several hundred ESLs in minutes, this gives employees more time for customer service and other important tasks.

Use SOLUM ESLs As Digital Signage

Upgrade your store signage and increase your sales with our electronic shelf label products from SOLUM. Our Newton products are specially designed to meet the evolving needs of retailers of any size, including Newton TOUCH. For more information about our digital solutions, feel free to contact us today.

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