From Clicks to Bricks: How Digital Signage Connects Online and In-Store Experiences

Few would have predicted it, but in-store retail has bounced back from being hammered by online shopping in recent years—and the fightback is down to giving customers an exciting new experience, with digital signage playing a starring role in the transformation.

In the digital world we live in now, creating an exceptional customer experience has never been more critical, and digital signage's immersive capabilities make it an incredibly effective medium for the retail sector.

This shift toward an integrated shopping journey, often called the "omnichannel experience," has led many retailers to adopt digital signage as a powerful tool to bridge the gap between online and in-store experiences.

As the Retail Technology Group noted: “After years of viewing digital retail as competition, store owners are now embracing the digital revolution and working to digitize the in-store experience. This is only logical, as the vast majority of physical retailers are also digital retailers these days.”

According to RTG: “What stores can offer are experiences above and beyond what consumers get online. When you start to throw in technologies like AI, AR, and VR into the mix or harness the vast swathes of customer data now available to personalize in-store marketing and journeys, the opportunities to transform traditional retail stores from sales rooms to experience hubs only multiply.”

In this blog, we’ll explore how digital signage helps connect the dots between online and in-store experiences, enhancing customer engagement and satisfaction. We’ll also take a close look at proof points by looking at how companies such as Ferguson in the USA use digital signage to enhance the experience they deliver for their customers.

 Why Digital Signage is Essential for Today’s Retail Experience

 According to a report by MarketsandMarkets, the overall digital signage market is expected to reach $27.8 billion by 2026, up from $16.3 billion in 2020, with the retail industry being one of the largest contributors to this growth.

The effectiveness of digital signage as a link between online and in-store shopping is crucial because the days when customers only used one of these options are long gone.

Now, people often start their buying journey online, researching products and reading reviews, then finish it in-store, where they can touch, try, and experience the product firsthand.

Digital signage in retail is uniquely positioned to serve as a “bridge” in this journey, using visually engaging content on screens throughout the store to enhance the shopping experience, create consistency, and even provide real-time updates on promotions or stock availability.

Digital signage not only offers a powerful way to display ads and promotions but also acts as a key component in delivering an exceptional customer experience. By mirroring elements of a brand’s online presence and tailoring them for the in-store environment, digital signage provides a cohesive, immersive experience that customers now expect.

One clear example of this in action is Ferguson, a leading American supplier of commercial and residential plumbing supplies that has effectively leveraged digital signage—through the Poppulo (formerly Four Winds Interactive) platform—to enhance the customer experience across its extensive national footprint of locations.

With over 1,000 digital signage endpoints, Ferguson uses displays to deliver tailored content to specific audiences and business lines. This includes showcasing product information, promotions, and real-time updates, which help create a more engaging and informative shopping environment.

By integrating digital signage, Ferguson has improved communication with both customers and employees, ensuring that everyone has access to the latest information and offers.

Being able to provide localized content has been particularly beneficial for Ferguson’s showrooms. This allows them to display relevant messages and promotions that cater to their customers' specific needs and interests. This personalized approach not only enhances the customer experience but also drives sales by promoting products and services that are most likely to resonate with shoppers.

“What we want customers to see and really feel when they walk into our showrooms is that sense of arrival, and digital signage helps us to do that. When customers walk into our showrooms they’re wowed with beautiful photography and videography, and even their name on the screen if they've made an appointment,” said Ferguson’s Digital Marketing Manager, Mary Jensen.

Ferguson’s Head of Showrooms and Counter Marketing, Billy Stutz, says digital signage is a valuable tool for creating the personalized experience customers want today.

“As marketing moves more to one-on-one communication, retailers can be set back on how they can do that. I believe digital signage with a valuable partner that can provide the consistency and variation by location allows you to be that much closer to having that one-on-one conversation,” he said.

How Digital Signage Creates a Cohesive Brand Experience

A key reason for using digital signage is to reinforce brand messaging and create a cohesive experience across digital and physical spaces. Digital signage can display content that’s aligned with the brand’s online identity, ensuring consistency in visuals, tone, and promotions.

This consistency strengthens brand recognition and makes it feel unified, whether the customer is browsing a website on their phone or walking through the aisles of a store.

Extending Online Promotions In-Store

For example, imagine a customer browsing a retailer’s website and discovering an exclusive 20% discount. They might feel disappointed if they go to the store and find no mention of it. However, with digital signage, the retailer can display the same online promotions on in-store screens, making the customer feel valued and aware of every available deal. This consistency encourages more in-store purchases and reinforces the brand as customer-centric.

 Using Digital Signage to Personalize the In-Store Experience

One of the biggest advantages of digital signage is the ability to personalize content, aligning with the online experience where personalization has become standard. Through dynamic, data-driven content, digital signage can deliver customized messages based on factors like time of day, store location, or even customer behavior. This level of personalization not only increases the likelihood of conversions but also creates a memorable, positive experience.

 Dynamic Recommendations Based on Local Trends

Consider a retail chain with stores in multiple regions. A digital signage network connected to real-time data analytics could adjust recommendations based on local trends or regional preferences.

For example, a store in a coastal town might promote swimwear more prominently, while a store in a colder region highlights winter jackets. This customization creates relevance and value for customers, much like the tailored recommendations they see when shopping online.

“What Poppulo allows us to do is really get down to the local level at each brick-and-mortar location. When we’re trying to do digital signage at scale, and we’re selling different products in different locations, we’re trying from a visual perspective to show a very different aesthetic and feel in our showrooms for different customers," said Mary Jensen, Ferguson’s Digital Marketing Manager.

"Poppulo allows us to do that because we’re able to create playlists that go to either our counters and showrooms, or playlists that go to down to the individual location,” she said.

Enhancing Customer Engagement with Interactive Digital Signage

Interactive digital signage takes the customer experience a step further by enabling customers to actively engage with content. Interactive screens can provide product information, display virtual catalogs, and even guide customers to specific aisles. This technology not only improves the shopping experience but also serves as an educational tool, offering customers the same convenience of online shopping within the physical store environment.

Virtual Product Demos

Imagine a beauty retailer with digital signage screens that offer interactive product demos. Customers can explore makeup tutorials, skincare routines, or color swatches directly on the screen, learning about products before buying them.

This type of interactive experience mirrors the convenience of online shopping, where product information and demonstrations are readily available, ultimately enhancing the customer’s satisfaction and confidence in their purchase.

Digital Signage as a Tool for Real-Time Updates and Promotions

One of the major advantages of digital signage in retail is its ability to provide real-time updates, which can be crucial for promotions or limited-time offers. In a fast-paced retail environment, these real-time updates can attract shoppers' attention, encourage impulse buying, and create a sense of urgency.

Real-Time Flash Sales

A retailer can use digital signage to display a flash sale announcement that changes every few hours, encouraging shoppers to act quickly. This approach is highly effective in-store, where customers can instantly react and make purchasing decisions on the spot. It also aligns with the urgency that brands often use in online marketing, like countdown timers and limited stock alerts.

Building Customer Loyalty Through a Seamless Omnichannel Experience

Creating a seamless experience across all channels is key to building customer loyalty. Digital signage supports omnichannel retailing by helping customers transition smoothly from online to in-store, enhancing their overall brand perception, and increasing the likelihood of repeat visits and same-store sales.

Integrating Online Reviews and Social Proof

Online reviews and social proof are powerful influencers for today’s consumers, often determining whether they make a purchase. Digital signage can display real-time customer reviews, social media posts, or testimonials directly in-store, allowing customers to see feedback from real customers.

This tactic builds trust and replicates the online experience where reviews play a key role in purchase decisions. By mirroring online social proof in-store, retailers reassure customers about their choices and increase sales, fostering trust and loyalty.

 The Role of Digital Signage in Creating Memorable In-Store Experiences

Ultimately, digital signage is a tool for creating memorable, impactful experiences that resonate with customers. When done right, it can transform the store environment into an interactive, engaging space that customers enjoy and remember long after they leave. Just consider press coverage of store openings and other marquee events—locations with digital signage feature their signage prominently. Why? Because digital signage in retail helps make the brand stand out, and it’s what people remember.

Immersive Brand Storytelling

A great example of this is using digital signage to tell the brand’s story. A luxury fashion retailer, for example, might use screens to showcase the craftsmanship behind their products, immersing customers in the story of the brand.

When digital signage helps to create an emotional connection, it adds depth to the shopping experience, making it more than just a transaction and increasing the likelihood of brand loyalty.

Best Practices for Implementing Digital Signage in Retail

1. Ensure Content Consistency: Be sure that your digital signage aligns with your brand’s online and in-store messaging to create a unified experience.

2. Focus on Personalization: Use data-driven insights to display content that resonates with the local audience.

3. Leverage Interactivity: Encourage engagement through interactive screens, allowing customers to explore products or services on their own terms.

4. Utilize Analytics: Continuously analyze engagement data to refine your digital signage content and maximize its effectiveness.

5. Keep Content Fresh and Relevant: Regularly update your content to reflect new promotions, seasonal items, or trending products.

Digital Signage is the Bridge Between Clicks and Bricks

The modern shopper’s journey is fluid, shifting effortlessly between online and offline touchpoints. Digital signage is a critical bridge in this journey, merging the convenience and familiarity of online shopping with the tactile, immersive experience of in-store retail.

By implementing digital signage thoughtfully, retailers can create a seamless, customer-centric experience that aligns with the demands of today’s shoppers.

In an era where customer experience is king, digital signage stands out as a powerful way to connect with customers, enhance brand loyalty, and, ultimately, drive sales.

Embracing this technology is not just an upgrade for in-store aesthetics; it’s a strategic move to create a memorable, cohesive, and exceptional experience that customers value—one that seamlessly connects clicks to bricks.

Here at Poppulo, we’ve not just been at the cutting edge of digital signage in the retail sector for decades, we’re creating its future. If you’d like to learn more about what our digital signage software can do to take your customer experience to a whole new level, get in touch with us here. We’d be delighted to connect with you.