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How digital signage solutions can improve in-store marketing

by Esther Chew

How digital signage solutions can improve in-store marketing

by Esther Chew

An in-store shopper engagement study that interviewed 3,000 mass merchant shoppers revealed that 82% of purchasing decisions are made while in a store, 62% of shoppers make an impulse buy while shopping, and 16% of unplanned purchases are driven by in-store promotions.

In-store marketing has become more effective over the years as in-store media channels and display methods have evolved and become more modern. Digital signage solutions are central to in-store marketing and have proven to be effective in helping brands deliver an exceptional shopping experience, increase customer engagement and drive sales.

A study by AC Nielsen revealed that out of 120 grocers who used digital signage in their stores, 80% of them saw as much as a 33% boost in sales (compared to using print signs).

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In this article, we discuss several ideas on how to utilise digital signage solutions to enhance in-store marketing.

Personalise the in-store experience

Deliver a personalised shopping experience based on personas by tracking shopper data and adjusting marketing messages and in-store screen content in real-time, ensuring information and promotions resonate with current customers. Interactive displays and touch screens take the shopping experience up a notch by allowing shoppers to develop their own experiences by selecting their preferred content.

Promote sales, product launches and announcements

Harness the capability of digital signage solutions to draw attention with vivid imagery and stunning displays. Use digital signs to announce sales and special offers, launch and promote products, and make announcements about special events. Screens can also create or increase product awareness, which is especially useful in industries where the products are seasonal, like fashion retail.

Generate loyalty

Digital signage solutions help brands create loyal customers. Messages and content on a screen near the register can encourage shoppers to sign up for loyalty programs and download mobile shopping apps. Meanwhile, viewing engaging content also cuts down on perceived wait times and helps cement a positive customer experience.

Digital Wayfinding

Digital signage wayfinding and store directory applications aid in personalising and enhancing the shopping experience by providing customers with a simple and interactive way to show them where the product they are interested in is and how to get there from their current location.

Improve product visualisation

In-store tablets can be used to showcase product demonstrations and improve product visualization. This allows stores to maximise space and increase customers’ dwell time by providing valuable product information. Besides showing how a product functions, tablets help consumers view all available options. For example, a furniture store might use a tablet to show a customer the different upholstery options available to them.


Digital signage is a valuable part of not just a brand’s in-store marketing strategy but also their overall marketing strategy. In-store digital signage solutions help brands bridge the gap between their online and in-store presences, enrich their physical space, delight customers and increase sales.

Scala’s digital signage solutions help businesses grow their brand by offering an unparalleled in-store experience through personalisation and increased engagement. Our in-store data and analytics platform, Walkbase, brings the same dynamic responsiveness of e-commerce to brick-and-mortar stores today.

Explore how a major brand benefited by implementing the latest Scala digital technology in this case study.




About the Author:

Esther Chew is the Sr. Manager – Corp Comm & Marketing at Scala Asia-Pacific and is responsible for developing and implementing the internal and external communications strategy and programmes across Asia-Pacific. She drives the company’s corporate image and brand messaging through integrated and strategic communications leveraging various platforms such as executive communication, client communication, digital marketing, media relations and B2B events.

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