2.10.2025

How does digital signage increase a store’s revenue?

Digital advertising displays have emerged as one of the fastest-growing marketing channels in the retail sector.

Digital advertising displays are not merely an impressive decoration or a modern version of a poster — they are a proven, effective tool for growing sales and strengthening the customer experience. When customers are exposed to visually appealing, timely, and well-targeted messages at the very moment of purchase, they more frequently make additional purchases, take advantage of offers, and choose the featured products over competitors.

In this article, we look at how digital signage affects sales, customer flow, and advertising revenue, and present a calculation example you can use to estimate the return on your own advertising displays.

The impact of digital advertising displays on sales

Displays boost sales

According to research from Indiana University, a digital display can increase sales of a promoted product by an average of as much as 11.5%.

The store is the hub of purchasing decisions

Based on POPAI reports, as many as 70% of purchasing decisions are made in store, which underlines the importance of in-store communications.

Digital signage attracts customers

Research shows that digital signage increases the flow of customers entering a store by an average of 17%, boosting both sales and store traffic.

Messages are remembered

According to Arbitron research, messages on digital displays achieve a recall rate of over 83% among viewers.

The impact of digital advertising displays on sales

Displays boost sales

According to research from Indiana University, a digital display can increase sales of a promoted product by an average of as much as 11.5%.

The store is the hub of purchasing decisions

Based on POPAI reports, as many as 70% of purchasing decisions are made in store, which underlines the importance of in-store communications.

Digital signage attracts customers

Research shows that digital signage increases the flow of customers entering a store by an average of 17%, boosting both sales and store traffic.

Messages are remembered

According to Arbitron research, messages on digital displays achieve a recall rate of over 83% among viewers.

Sales growth and improved attention value

Moving images and changing content attract attention as much as 400% more effectively than traditional static posters. When a display is placed along the customer journey — for example, near the entrance, the store’s product displays, or the checkout lane — the customer notices the message almost inevitably.

A display can highlight:

This not only increases the likelihood of a product ending up in the shopping basket, but also grows the opportunity for upselling. For example, when a customer sees a dinner campaign, they might pick up both the main ingredient and a suitable side dish or drink to go with it.

Retail media brings a new source of revenue

Digital signage is not merely a cost — it can directly grow revenue streams. The retail media market is growing at a remarkable pace internationally, and according to analysts, advertisers will be investing more in it than in television advertising by 2028.

A retailer can sell advertising space on their displays to suppliers and brands that want to be visible to customers at the moment of purchase.

This is a win–win situation:

The retailer gains new advertising revenue

Advertising revenue can cover, for example, the acquisition and maintenance costs of the displays.

Brands achieve a better ROI

The message reaches the customer at a critical moment of decision-making.

The customer receives relevant content

The content can help with choices and adds value.

Flexible and targeted advertising

A traditional poster is always the same until it is changed. With a digital display, content adapts to the situation. In the morning, coffee and fresh bread can be advertised; in the afternoon, ready meals for busy customers; and at the weekend, seasonal products such as barbecue steaks or Christmas chocolates.

Content can be modified in an instant without printing costs, making digital signage a cost-effective solution. Messages can also be targeted according to sales data, customer profiles, and the time of day. This means advertising reaches exactly the right target group at the right time, and the results show directly in the cash flow.

A practical example of upselling

Imagine that an advertising display increases sales of one product by an average of 11.5%. If the product normally sells 1,000 units per month at a unit price of 5 euros, a single display generates an additional 575 euros in sales per month. When campaigns are run regularly, and there are several displays, the impact multiplies quickly into something significant.

If a store has five displays and each generates the same additional sales, extra revenue of over 34,500 euros per year can accumulate. This simple calculation shows how quickly an investment in displays pays for itself, whilst also giving a realistic picture of the commercial impact of a digital signage solution.

Digitaalinen pöytänäyttö esittelee smoothie-tarjouksen 5 eurolla, havainnollistaen lisämyyntiä juoma- ja kahvilaympäristöissä.

How much can a store's sales grow per day?

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Strengthening the customer experience

Sales are important, but the customer experience is equally significant. When a store offers useful and visually appealing content, the shopping visit becomes more experiential. The customer feels that the shop understands their needs and provides relevant information at exactly the right moment. This increases customer loyalty and brings customers back again.

Summary

Digital signage offers the retailer three significant benefits:

  1. It increases direct sales — by as much as 11.5% for promoted products, according to research.
  2. It creates a new source of revenue through retail media — advertising displays become an advertising medium for which suppliers pay.
  3. It delivers a more modern customer experience — content adds value and engages customers to return.

Digital displays are therefore not merely a modern version of a poster, but a tool with which significantly more money can be made in store. This is not just theory, but a way of growing both sales and customer loyalty that has been proven through research and practical experience.

Sources: 

11.5 % sales growth

https://www.researchgate.net/publication/250168733_Behavioral_Effects_of_Digital_Signage

400 % better attention value and 17 % increase in visitor numbers

https://www.digitalsignagetoday.com/blogs/boost-your-foot-traffic-with-videos-displayed-on-digital-signage/

83 % better recall

https://www.digitalsignagetoday.com/blogs/how-can-digital-signage-be-used/

70 % of purchasing decisions are made in store

https://www.google.com/url?q=https://www.popai.cz/media/stranky/Ujl8Cmy4bkmqrVcVnl68Qg/NNmRPSllAUG8D7TZ7qIbtw/9x0z5wbiwkmLyVjfIumdAA/shopper-engagement-study_5165.pdf?utm_source%3Dchatgpt.com&sa=D&source=docs&ust=1758629600763376&usg=AOvVaw3U_piVnBl1-FbVbrtb37Yf