Point-of-purchase (POP) digital signage within retail locations plays a key role in shaping customer decisions, boosting brand visibility and driving in-store sales. Research shows that over 80% of purchase decisions are made in-store, with a significant portion driven by impulse. A compelling screen with the right creative and placement can tip the scales in your favor at the moment of truth.
In this blog post, we’ll explore three key tactics to help you get the most out of your POP digital signage strategy: designing visually appealing content that captures attention and enhances brand recognition, strategically placing screens to drive maximum engagement and influence shopper behavior and delivering relevant, targeted content that speaks directly to your customers.
POP digital signage should be bold, striking and on-brand. Every design decision, from typography to color, should serve the dual purpose of reinforcing your brand and clearly communicating the product or promotion on screen.
Strong contrast and saturated hues help your screens stand out in crowded retail environments. Bold, clear fonts improve readability at a distance, while high-res visuals catch the eye and draw attention.
Movement captures attention and tells a story. When motion is used to guide the shopper’s eye toward key messages, while keeping logos or product imagery consistently visible, it creates more impactful and effective ads.
In-store digital displays should feel like a seamless extension of a brand, from color palette to tone. Cohesive visual branding strengthens recall and builds trust, making the message more memorable and persuasive.
When done correctly, engaging visuals paired with minimal but powerful messaging can subconsciously guide shoppers toward action, often without them realizing it.
Creative matters, but placement is key. A beautifully designed ad won’t perform if it’s hidden in a corner. The most successful POP displays are strategically positioned to meet customers at high-impact moments in their shopping journey.
In fact, research shows that well-placed digital signage can drive a 41% increase in spontaneous ad recall and a 70% boost in prompted recall, resulting in stronger engagement and more purchases.
Eye-level screens are more likely to be noticed and remembered. Avoid placing displays too high or low, where they can be easily overlooked.
Entrances, for example, are hotspots for attention. Placing screens at these key junctures maximizes visibility and ensures your messaging hits where it matters most.
More screens don’t automatically translate into higher revenue. The real value comes from positioning the right screen in the right location to enhance the shopper experience rather than overwhelming them with screens around every corner.
Your in-store digital signage strategy should ensure content isn’t only seen, but actually drives action, not just impressions.
In today’s retail landscape, in-store shoppers expect the same level of personalization they experience online. POP digital signage offers a powerful opportunity to deliver hyper-relevant, real-time content that resonates with the shopper in the moment, whether it’s a limited-time offer, a seasonal promo or a personalized product recommendation.
Craft headlines and CTAs that speak to specific customer needs and provide immediate clarity, whether that’s budget-conscious messaging or superior customer support positioning.
A shopper in suburban Florida might respond to a beach-themed promotion, while an urban New Yorker may prefer convenience and speed. Use regional insights to adjust your content accordingly.
Adjust messaging based on promotions, sales, BOGOs, time of day, day of week, weather or even inventory levels. For example, promote coffee in the morning, umbrellas during a rainy forecast or weekend deals on Fridays.
Personalization drives performance, boosting conversions and increasing customer loyalty over time. By tapping into data and delivering the right message at the right time, retailers can create an experience that feels intuitive and engaging, not intrusive.
Designing effective point-of-purchase digital signage isn’t about throwing screens on every available surface and hoping for the best, it’s about curating intentional, high-impact moments that influence shopper behavior and drive results.
When these three elements work together, digital signage transforms from background noise into a powerful in-store sales engine.
Looking to enhance your in-store retail experience? Reach out to learn how Vistar can help you build a high-impact digital signage strategy that drives results.