Digital in store - Digital in store: everything you need to know

State of the in-store digital market

The digital media market generated sales of over 120 million euros in 2011, up 11% on the previous year. This market has been expanding rapidly in France over the past 5 years, with more than 200,000 screens spread across the country. More and more screens are opening up a new playground for advertisers...

Digital in-store refers to all in-store digital devices designed to enhance and improve the customer experience and sales.

In 2020, 46% of LSA's top 100 French retailers (based on 2019 sales) had at least one active digital screen in store. This data was gathered by Madame Benchmark during its comprehensive monitoring of screens in French Retail.

The retail market is the leading sector in terms of communications spending. The majority of advertising spend remains traditional (catalogs and marketing direct), but more and more retailers and outlet networks are exploiting the advantages of online and digital-in-store advertising, particularly through communication screens. 96% of the companies in the LSA top 100 use screens to promote brand content: they show brand films, promotions and sales events.

The challenges of digital in-store for retailers

Why install digital signage in your store? Digital tools can be used to showcase products and services at the point of sale. They are a great way to raise your profile, boost your business and optimize your advertising budget.

To strengthen your brand image and reputation

While 90% of retail sales are still made at the point of sale (IFOP, 2012), the introduction of digital screens within a store modernizes and energizes it. This modern image helps to enhance the brand and differentiate it from its competitors. What's more, since around 65% of consumers always want to see a product before they buy it, digital in-store displays can attract the curiosity of passers-by from the window, or of customers within the store who will be looking to discover more. 

To present new products and promotional offers

Digital signage has the advantage of being programmable, allowing you to broadcast current promotions in your store, present new products in images, and communicate about future events or upcoming collections. It's a flexible tool that lets you broadcast your messages at just the right moment, and launch special actions targeted to specific times of day.

Finally, it can be used to disseminate a variety of information

It's the best tool for communicating with your customers about opening hours, special events and team presentations. Digital in-store can also serve as a support for internal communications in larger structures, such as a parent company and its various subsidiaries.

In 2021, a new IFOP study has shown that 70% of French people pay attention to digital screens and that 57% of French people want to see informative content on screens and 37% want to discover new products. The study also shows that young people are even more receptive to digital screens outdoors. 1 in 2 young people have already reacted after being exposed to information on a digital screen (drive-to-web or moving around a site).

The benefits of digital in-store for customers

The digital in-store adapts to the customer's new mode of consumption. This new, more dynamic space enhances the customer experience by offering a wide range of possibilities:

Firstly, the consumer can find out about a product, its price and features, and consult information on after-sales service.

What's more, these new tools optimize time. Their journey through the store is made easier, and they are intelligently guided. Waiting times are also reduced thanks to the use of interactive kiosks and NFC payment systems.

Last but not least, they can have access to the same references as those available on the Internet at the same price, and can freely order any missing reference thanks to the interactive terminals.

If you have a digital signage project, ask for a demonstration.

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