Level Up Your Marketing: Reach Customers In-Store with Digital Signage

In-store screens are no longer just for branding, they’re the smartest way to turn footfall traffic into sales.

Key Takeaways

• Retailers are bridging the gap between online and offline, turning physical locations into smart, responsive marketing channels.
• Personalized, dynamic content boosts engagement, recall, and purchase intent.
• With the MAX platform by Moving Walls, retailers can automate screen content, optimize delivery by location or region, and track real-time performance.

The Strategic Role of In-Store Media

Today’s consumers expect seamless personalization across every touchpoint, not just online, but in-store as well. Yet while digital marketing has evolved with real-time data and tailored messaging, many physical retail spaces remain stuck with static posters and one-size-fits-all promotions. This disconnect isn’t just outdated,  it’s a missed opportunity to influence high-intent shoppers precisely when they’re most receptive and ready to make a purchase.

At NRF APAC 2025 in Singapore, the “Last Mile Advertising” panel hosted by Moving Walls highlighted how in-store media is evolving into a profit-driving channel.

One of the panelist of the event, Junichi Eto, Managing Director, JRE Ventures, captured the shift perfectly:

Eto highlighted that by merging first-party data, in-store behaviour, and actual sales, retail media empowers brands to deliver smarter campaigns, deepen retailer partnerships, and drive more relevant product discovery.

Why This Shift Is Happening Now

There’s a clear market signal here. According to MarketsandMarkets, the global digital signage industry is projected to grow from USD 20.1 billion in 2024 to USD 27.3 billion by 2029. This reflects a significant shift in how brands view physical spaces, not just as retail zones, but as performance media.

What’s driving this growth?

• Shoppers are back in stores and public spaces post-pandemic.
• Marketers expect measurable outcomes from every touchpoint.
• Retail media is booming and DOOH is a key driver.
• New tools make it easier to automate, localize, and optimize content.

Supporting this shift, a report by eMarketer notes that 81.5% of retail media budgets are moving to on-site formats, including in-store displays highlighting the growing demand for measurable, location-intelligent retail media solutions.

And it’s not just about brand visibility. Forbes confirms that digital signage enables faster execution, smarter testing, and real-time responsiveness, making it a crucial part of any modern marketing strategy.

The Real Impact of Digital Signage in Retail

Digital signage offers more than just eye-catching visuals, it delivers measurable impact, especially when integrated with the right technology stack like in-store cameras and point-of-sale systems. As retailers look to bridge the gap between physical and digital, screens are fast becoming one of the most powerful tools on the sales floor.

Captivating Visual Content

Digital signage lets retailers display vibrant, eye-catching content that stands out as shoppers move through the store. From colourful product visuals to interactive features, these digital elements create engaging experiences that stick with customers before purchase and long after they leave the store.

A FedEx survey found that 76% of people have entered a store simply because a sign caught their attention. With digital signage, you can make that first impression, whether it’s at the entrance, near popular products, or by the checkout area. In short, great visuals don’t just draw people in, they keep them interested and exploring.

Targeted Messaging

With digital signage, retailers can show the right message to the right people at the right time. The screen creatives can be updated in real time based on data insights including location, time of day, consumer demographic, shopping patterns, or even the weather.

This means you can share personalized offers, product suggestions, or timely promotions that actually connect with shoppers. Digital signage can boost brand awareness by up to 47.7%, which helps bring more people in and keeps them coming back.

Real-Time Updates

Digital displays give retailers the power to update content instantly. Whether it’s announcing flash sales, promoting new arrivals, or sharing live social media feeds, messages stay fresh and relevant. This creates a sense of urgency and excitement, encouraging shoppers to take action right away. A recent study by the Out of Home Advertising Association of America (OAAA) found that 76% of consumers have taken action after seeing a DOOH ad. This underscores the effectiveness of dynamic, sales-driven content in influencing consumer behavior, driving foot traffic and retails sales.

One brand that showcased the power of interactive retail displays is Superdry. To promote its winter collection, Superdry installed a smart mirror in its Berlin store..

The digital mirror let customers browse the collection and virtually “try on” clothing in real-time with no fitting room needed. This immersive experience gave shoppers a fun, high-tech way to explore products, demonstrating how digital signage can go beyond promotion to transform in-store engagement.

How You Can Leverage MAX to Drive Smarter OOH Campaigns

MAX by Moving Walls is built to make outdoor advertising smarter, faster, and more accountable. It empowers brands to plan, execute, and optimize campaigns that reach the right people at the right place and time with minimal effort. MAX helps brands optimize OOH campaigns by:

• Planning ads based on foot traffic and audience data
• Updating content in real-time to match weather or events
• Automating ad buying for easy scaling across locations
• Providing real-time analytics to track performance and engagement

From Brand Awareness to Measurable Activation

In-store digital signage is no longer just about being seen, it’s about being an effective marketing channel.

It drives footfall. It influences decisions. It complements your e-commerce strategy. And with the right platform, it gives you back control over how your brand is experienced in the real world.

So if your stores are still static, it’s time to go dynamic. Contact us today to activate smarter signage with MAX.