Digital Signage

Imagine a world where everyone who comes into your store has a personalized shopping experience. Imagine giving them multiple opportunities to learn and connect with you and your brand as they shop. Imagine surprising them with special offers designed just for them. Imagine that every customer is happy and engaged, even if they’re just waiting in line.

That’s the promise of the new wave of retail digital signage.

Today, digital signs include kiosks where customers can browse additional merchandise that’s not displayed on the shelves, wedding registries, interactive restaurant menus, displays that allow customers to read reviews and get additional information about a product before purchasing, and “ask the expert” kiosks where customers can chat with an expert at another location.

Digital signage can help increase brand awareness and build loyal fans. It can help stores sell a wider variety of merchandise without overstuffing shelves. And it can reduce staffing costs because the displays can handle many common customer questions.


Digital signage comes in two flavors, LED and LCD.

LED displays are a tried and true technology that works well for many types of digital signage. But LEDs aren’t ideal for close-up, high resolution uses, such as small in-store screens and kiosks. When small pixels are needed, LEDs have limitations. That means that pixels may remain visible on even the highest-resolution LED screens. In addition, high-resolution LED screens are more expensive than their LCD counterparts.

LCD displays are a newer technology. LCD displays perform well in smaller applications and cost less than LED displays. However, unlike LED displays, LCD displays do not emit any light of their own and must be lit from the front or rear. This makes LCD displays less than ideal for outdoor use, where they also have suffered from temperature control and water-related electrical problems. The glass in an LCD display is also heavy, which may be a concern for large outdoor signs.

Signage and Content Strategy

Digital signage shouldn’t be random – it’s most effective as part of an overall content marketing strategy. Digital signs should project your brand’s image and further the efforts you are already making on the internet, on social media, and through print advertising.

When paired with a content strategy, digital signage can be an effective way to build brand loyalty. It can encourage shoppers to become fans of your business who will spread the word to their friends. And digital signs can help you manage your customers’ in-store experience so you’ll always deliver on the promises you’ve made in your marketing materials.

Additional source for LED vs. LCD: