Remember the days of hand-painted window displays and faded paper posters? While they served their purpose, today’s retail landscape demands more.

Enter storefront digital signage. These displays are significantly better at attracting and retaining customer attention than traditional signage. But is this technology worth the hype? Can they transform your retail business as promised?

In this blog, we will explore the real potential of storefront digital signage, including benefits and use cases. Read on.

What is storefront digital signage?

Storefront digital signage refers to the digital displays and screens installed outside retail stores. They can range from small screens to large video walls and showcase promotional content like advertisements, product information, or any other relevant messaging to passers-by.

Unlike traditional static signage, digital signage allows for dynamic and customizable content that can be updated remotely and in real time. This makes it a handy tool for marketers to engage customers and drive foot traffic to retail stores.

5 benefits of storefront digital signage

Ask any retailer, and they will say storefront digital signage has significantly boosted their sales. But how does it achieve this? What other benefits do retail outlets gain with these displays? In this section, we will cover five key benefits of storefront digital signage.

1. Provides retail stores with better visibility

Digital displays with colorful visuals and dynamic video content can easily capture eyeballs. And this is exactly what storefront digital signage does — increasing visibility and attracting more potential customers to the store. This directly impacts revenue by driving more foot traffic, which leads to increased sales opportunities.

2. Highly flexible and easy to update

With traditional signage, you will need to reprint banners every time you want to change messaging. It is a time-consuming task requiring coordination between design, printing, and installation teams. Additionally, you may also incur labor costs if you hire professionals to handle any aspect of the process.

That is why storefront digital signage has become so popular. It allows you to easily update and customize content based on factors like time of day, season, or promotions — with the simple tap of a button! This way, you can display targeted messaging and ensure that promotions are timely and relevant.

3. Improves customer engagement

Many digital displays are decked with touch screens or QR codes. Not only does this give customers key information about your products, but it can also facilitate transactions directly from the storefront. The ability to interact with the business directly through a screen leads to a deeper connection with customers, potentially resulting in higher conversion rates and repeat business.

4. Acts as a brand differentiator

A distinctive storefront presentation leaves a lasting impression on customers as they are drawn to unique and memorable experiences. By getting creative with the visuals you display on your storefront digital signage, you can stand out from competitors and reinforce your brand identity. Jimmy Choo does a great job of making their retail stores pop with digital signage.

5. Reduces cost

While digital signage demands a higher investment at the beginning, its long-term benefits outweigh the costs. These displays eliminate the need for frequent printing and installation, reducing operational expenses over time.

Its ability to remotely manage content also saves time and resources, allowing retailers to allocate resources more efficiently and focus on revenue-generating activities. If you’re still on the fence, you can read our in-depth comparison article on digital signage vs. traditional signage.

5 use cases of storefront digital signage

The buzz around digital signage is undeniable, but how does it translate to tangible results for your business? Here are five ways you can use storefront digital signage to amp up your revenue and boost customer engagement.

1. Keep content fresh and relevant

As we have mentioned before, traditional signage is stuck in time once it is up. But with digital signage, you’ve got a dynamic canvas you can tweak whenever you want — just like updating your Instagram feed. This freshness factor keeps the storefront dynamic and relevant, encouraging repeat visits and word-of-mouth recommendations.

You can also stay on top of trends, promote flash sales, or even adjust your messaging based on the weather! For example, during cold or rainy days, you can promote products like umbrellas or sweaters with a simple update through your dashboard. By delivering this type of targeted and personalized content, retailers can better connect with their audience, making them feel seen and understood.

2. Create urgency and scarcity to boost sales

Imagine strolling past a storefront and seeing a live countdown for the last few pairs of limited-edition sneakers. Chances are, you will go into the store to have a look because they may not be there the next time you come.

Use storefront digital displays to create scarcity. If you have a popular product, tell customers it is selling out quickly or it is their last chance to buy. This will trigger their fear of missing out, urging them to make an impulse purchase.

3. Promote partnerships with brands and influencers

Nike’s partnership with Michael Jordan created a cultural phenomenon — racking over $5 billion in sales annually. These partnerships are not just about selling stuff; they are about making a statement and getting people excited.

It is like having a stamp of approval from someone your customers already love and trust. Storefront digital signage is a great tool to have in your arsenal when you want to promote such collaborations. Take a look at how Innisfree used digital displays to promote its partnership with Häagen-Dazs, and in turn, build credibility and trust for its brand.

4. Promote clearance and seasonal sales

While clearance and seasonal sales are a great way to increase footfall, getting the word out to customers can be challenging. Especially when you are using traditional signage. Each time you need to make a change in the creative, it is back to the printer.

However, with digital signage, these updates are seamless. Retailers can easily change their content whenever necessary, ensuring their storefronts are always up-to-date and relevant. This not only saves time and money but also allows for more dynamic and eye-catching promotions that capture customers’ attention.

5. Market your latest offerings

By leveraging digital signage to highlight new or popular products, retailers create buzz, drive foot traffic, and ultimately boost sales. With just a few clicks, you can highlight the latest arrivals, promote best-sellers, or even introduce limited-time offers in real time. This ensures that customers are always in the know about the latest offerings.

Take a page from Nike’s playbook. The brand uses digital signage to call attention to its newest products while highlighting its differentiating features.

Are storefront digital signs worth it?

Storefront digital signage undoubtedly provides a high ROI. But does that justify the costs involved? Weigh the immediate impact (increased foot traffic, brand awareness) against the investment (cost, content creation, maintenance). If installing one stretches your budget too thin, you can always wait until a better time.

One thing is certain: these digital displays come with a wide array of benefits varying from messaging and hyper-local promotions to data-driven insights. If you want to learn more about whether storefront digital signage is right for you, reach out to our team at Pickcel for more information. We are happy to help!