Ever since their popularity, both retail stores and restaurants have made their presences known through print media like billboards, sign boards, brochures, newspaper ads and much more. Although they worked for the most part, their influence didn’t last long – not until technology entered the scene.

And when that happened, the entire landscape changed; now, people don’t as much as glance at boards (and if they do, they forget it within seconds). Consumers simply do not respond to print media the same way anymore.

So what’s the new solution? Digital signage.

Digital signage is an electronic display platform that is used to display videos, slideshows or pictures on advertisements and/or announcements. A company has looked towards it to build brand awareness and a sense of modernity.

Whether it’s outside your store or inside, it is no wonder that digital signage has the potential to improve a business. Here’s why:

Reduce Costs

Although installing digital signage can be expensive, maintaining it is not; in fact, you can reuse the same screen to display as many advertisements as you want. This cuts down unnecessary money spent on designing, printing, and storing things like fliers, posters, sign boards, and the like.

Moreover, one person is enough to manage the multiple ads playing on multiple screens, so you don’t need to invest so much on man-power either.

Increase Relevance

Since a single screen can be used to display as many advertisements as you want, you can change things up. Instead of displaying the same ad on repeat, you can shift to displays more relevant to specific times of the day. For example, you can easily share breakfast deals in the morning, and dinner discounts during the evening.

This kind of freedom to show a variety of content not only keeps customers engaged, but also allows you to expose them to more products.

Increase Retention Rate

We all can admit one thing: digital displays are much more eye-catching than simple print media. No matter how big or bold your billboard is, digitally displayed advertisements give a more interactive, lively feel to otherwise dull ads, successfully capturing their attention. Consumers are more likely to remember an ad – and more precisely, the brand itself – if they enjoy its interactivity.

Ultimately, the same consumers will be more willing to visit your business, and increase retention rates.

Increase Sales

Extending on our last point, it is no doubt that digital signage has the ability to reign in customers. Because of its interactive, high-quality displays of various kinds of advertisements, customers can easily view discounts, offers, best-sellers and more either outside or inside a store. They get to experience an immersive customer journey, thereby increasing their opportunities of purchasing.

Another smart way of improving overall customer experience is by adding a touch of personalisation. Since 60% of a shopper’s purchasing decisions are made at the point of sale (Source: Shopper Marketing Excellence), take advantage of a good POS system. A good retail software in Pakistan is Oscar POS, which lets you log in customers’ previous purchases in Customer Profiles. Using this vital information, you can display advertisements you know your customers want to see.

The equation after that is simple: more customers = more purchases = more revenue!


Digital signage can be as big as five massive billboards out in a metropolitan city, or simple tablets stuck to the counter in a humble café. In either case, it is important to note just how much transformation a business can undergo – with a single screen, and some creativity.