In recent years, Retail has undergone a significant digital transformation, And one of the most impactful resources in this scenario is the strategic use of digital screens., either to display promotions, strengthen the brand identity or provide relevant information, digital signage has become an essential tool to attract consumers and increase sales. According to the study Artificial Intelligence in Retail, from the Retail Central, of the previous year,47% of retailers were already using artificial intelligence, while 53% have not yet implemented this technology. The scenario can represent an opportunity for the market to increase sales and improve the customer experience.
This is what happens in practice: the consumer's attention is increasingly contested and the traditional methods, as posters and static displays, They often lose their effectiveness in the face of the dynamism of the digital environment, with the digital screens, retailers can offer more attractive and personalised communication, This is supported by a study by Rakuten Advertising and the RetailX Consumer Observatory., which reveals 37% of Brazilian consumers make purchases immediately after seeing some advertising in the targeted ad format. Digital screens enable a more interactive and engaging experience in which to display dynamic content, how promotional videos and customer testimonials can arouse public interest more effectively than printed materials. Furthermore, the integration of the screens with management systems allows the personalisation of messages and offers, creating more targeted communication and increasing the chances of conversion.
The use of screens also brings benefits to the company's costs, because it's different from traditional signage., requiring reprinting and additional costs for any updates, digital networks allow instant changes in the content displayed, This ensures that seasonal promotions, price changes and institutional campaigns are communicated in an agile and efficient manner, optimising the retailer's commercial strategy.Another relevant aspect is the possibility of monetization., Many retailers are already turning their networks into advertising spaces., allowing brands and suppliers to advertise their products directly at the point of sale. This strategy not only generates a new source of revenue, but also enriches the consumer experience by providing relevant information on products and market trends, Market Analysis Report data reports that the global digital signage market was estimated at US$26,76 billion in 2023, and should grow at a compound annual growth rate (CAGR) of 8,1% from 2024 to 2030.
Advances in technology allow digital screens to be integrated into a variety of marketing and data analysis tools. Presence sensors, Artificial intelligence and CRM systems can be used to better segment audiences and display personalized content according to consumer profile and behavior. This approach increases the effectiveness of communication and improves the shopping experience. Therefore, The use of digital in retail goes far beyond aesthetics., They represent a powerful strategy for improving the customer experience., increase sales and create new revenue opportunities in an increasingly competitive market, Investing in the digitization of visual communication is not just a trend, But a necessity for those who want to stand out and grow in the retail sector..
