How can a retail chain use digital screens as an additional marketing channel?

Unlike outdoor advertising, a digital screen at a business location sits within a space controlled by the retailer. The message can be connected to the offer on the shelf, a seasonal theme or information that helps a customer decide. This does not mean that every position has equal value: screens at the entrance, above the checkout and within a particular department have different audiences and dwell times.

The first task is therefore not to create an advert, but to define the role of each screen position. A screen at the entrance can announce the main promotion, a screen in a department can explain a product, and a screen at the checkout can highlight a short offer or service. Once the role is clear, it is easier to choose the message length and assess how much content is appropriate.

A chain can use screens to highlight own-brand products, current promotions, bundle offers or services that customers often overlook. The advantage of the digital format is that material can begin and end at precisely defined times without reprinting it for every minor change.

That advantage applies only when the message on the screen, the price in the sales system and actual conditions at the location are aligned. A campaign should not be sent to a location that does not stock the product or cannot offer it during the planned period. Operational verification before publication is just as important as the design.

When launching a new product, a screen can rapidly distribute information across the network. However, a concise message should answer the customer’s actual question: what the product is, where it can be found or how it differs from the existing option. A cluttered visual that attempts to convey all the product information will not be legible at a glance.

Content placement should reflect product placement. A national publication does not deliver its full value if the product is available in only part of the network. Linking the campaign to the group of locations that actually stock it makes the message more relevant and reduces questions for employees.

A supplier may provide finished material for a product or category, which the retailer then incorporates into its schedule. Beforehand, the parties should agree the format, duration, period, locations, screen positions and the person responsible for approving content. Material designed for social media is not automatically suitable for a screen in a shop.

The retailer should retain control of the overall experience. If every supplier sends a long video and requests frequent playback, the content loop quickly becomes unusable. The same rules should apply to everyone: maximum duration, technical dimensions, delivery deadline and how delivery is recorded.

Not every location is the same. A larger location may have a broader product range, a tourist location a different customer profile, and a particular city a local offer. Segmentation allows head office to send the core campaign to the whole network and additional variants only to locations where they are relevant.

Groups can be created by location format, region, product range, opening hours or screen position. The criterion must be sustainable. A group called ‘special locations’ will not remain clear for long; a group based on a verifiable characteristic is easier to update and reuse for the next campaign.

A campaign can have a specific date, time of day or days of the week. A bakery product is more relevant in the morning, a ready-meal offer before lunch, and a weekend promotion on the days when it actually applies. Scheduling allows these changes to be prepared in advance instead of relying on manual action during every shift.

Frequency is not the same as constant repetition. If fifteen adverts create a long loop, a customer who stays only briefly may never see the main message. The team should set priorities, determine the duration of each item and define an acceptable length for the full loop. More plays do not automatically mean better communication.

For a network of locations, confirming that a file has been sent is not enough. You need to know which screens it was assigned to, during which period and whether the system recorded the planned distribution or playback. Such a report helps the internal team and can form part of clear communication with the supplier.

The limits of this data must be clear. A playback record can show that content was technically scheduled and, depending on the data available from the system, played. On its own, it cannot show how many people saw the screen, understood the message or bought the product. Those conclusions require other data sources and carefully designed analysis.

A well-organised screen network may enable a retail chain to offer suppliers planned campaigns at selected locations. The value of that space is not created simply by installing screens. Clear formats, available time slots, an approval process, consistent delivery and a report that precisely describes what was delivered are all required.

The specific business model depends on the number and type of locations, footfall, supplier relationships, screen positions and market conditions. The system creates an opportunity for commercialisation, but does not guarantee supplier interest, revenue or a return on investment. The decision should be based on the actual network and discussions with partners, not a general estimate.

In practice, a campaign passes through several hands. The commercial team agrees the objective and period, marketing checks the visual and message, operations confirms the locations, and an administrator sets the schedule. After publication, technical statuses and any reports from locations provide the basis for the final review.

Once the workflow is defined, a change need not trigger another chain of emails. The new version of the material is labelled, the old one is withdrawn, and the schedule remains linked to the campaign. For a larger network, read the detailed guide to managing screens across 10, 50 or 100 locations.

VisioCast provides central management of content, locations, screens and schedules. In a retail environment, this means a campaign can be organised as a series of clear decisions rather than as a file sent to individual locations in the hope that someone will launch it manually.

Before discussing implementation, it is useful to prepare a list of screens, their positions, typical in-house and supplier campaigns, and the current reporting method. This overview reveals the greatest administrative problem and the first part of the business process that needs to be organised.