Digital displays have become an important part of multichannel marketing. They connect the physical store experience with digital channels and help a brand maintain consistent communications across all touchpoints. When the same content reaches the customer online, on social media, and in store, a recognisable whole is created that strengthens brand recall and increases willingness to buy.
In-store advertising displays and digital visibility
In-store displays are no longer merely advertising surfaces — they are an integral part of the marketing ecosystem. They support campaign visibility and guide the customer towards a purchasing decision right where decisions are made. A digital display can serve both as a source of inspiration and as a vehicle for information. It can showcase products, highlight offers, or reinforce the message of an online campaign.
When in-store content is synchronised with websites and social media, the message gains added strength. The campaign’s core message remains consistent even as the customer moves from one channel to another.
Read also: What is retail media, and why is its significance growing?
A consistent brand experience strengthens trust and purchase intent
Research (Bandara B.S.S.U. & Jayarathne A., 2019) shows that consumers trust a brand more when they encounter it across different channels with the same content and a visually recognisable identity. Digital signage solutions support this by providing a controlled, up-to-date way of ensuring that all displays in the store speak the same language as other channels.
A consistent brand experience does not mean only visual coherence — it means that messages, tone, and content all support the same brand promise at every touchpoint. When a video, an advertising banner, and an in-store display build the same story at different stages, the customer’s trust and purchase intent grow naturally.
Real-time content and updates across channels from a single system
Manage content centrally
Modern digital communications platforms make it possible to manage campaigns from a central point. When content is updated in one place, the change can be made visible across all channels — on websites, social media, and in store. storefy’s digital signage system makes in-store displays part of this whole, ensuring that the messages in the physical space also remain current and consistent with the rest of the marketing.
Update content in real time
Real-time capability makes marketing agile. Updates can be scheduled according to, for example, stock levels, the season, or a topical event. This allows the marketing team to respond to customer behaviour without manual effort in each channel separately.
Real-time content and updates across channels from a single system
Manage content centrally
Modern digital communications platforms make it possible to manage campaigns from a central point. When content is updated in one place, the change can be made visible across all channels — on websites, social media, and in store. storefy’s digital signage system makes in-store displays part of this whole, ensuring that the messages in the physical space also remain current and consistent with the rest of the marketing.
Update content in real time
Real-time capability makes marketing agile. Updates can be scheduled according to, for example, stock levels, the season, or a topical event. This allows the marketing team to respond to customer behaviour without manual effort in each channel separately.
Contextuality and timing — the right message in the right place at the right time
Multichannel marketing is at its most effective when they take context into account. A digital display can adapt according to, for example, the time of day, customer flow, or location. In the morning, an advertisement for a quick breakfast product is shown; in the afternoon, offers for everyday convenience items.
When the same principle is extended to the web and social media as well, the brand’s message remains relevant and timely everywhere. Contextual content makes marketing not only more effective, but genuinely useful to the customer.
Read also: How can a store make use of user-generated content through digital advertising displays?
5 tips for effective multichannel marketing
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Strengthen brand recall
Repeat the message across different channels and make the brand easy to recognise.
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Connect campaigns
Bring online content and in-store displays together as part of the same customer journey.
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Keep the look consistent
Maintain style, tone, and visuals across all channels.
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Update in real time
Manage content centrally and respond to changes quickly.
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Make use of context
Adapt the message to the time, place, and customer’s situation.
Multichannel marketing makes in-store communications a strategic part of the whole. When content, channels, and technology work together seamlessly, the customer receives a consistent experience, and the brand stays top of mind at different stages of the purchasing journey. Digital displays play a key role in this whole — they bring the message to the right place, at the right moment, and support the rest of the marketing in real time.
storefy provides the tools to keep digital visibility under control across all channels — in store, online, and on social media.
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Customer service | +358 2 4802 7660 | Open on weekdays 9–17
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