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How can digital signage improve the customer journey?

Posted 11 June Josef Hoccom

The history of the high street is littered with brands that have come in and out of fashion. Recently we have seen a massive change in the way that brands now interact with consumers in order to get the footfall into store.

Not only do retailers have to make sure they have the latest and most on-trend ranges and products, but they must provide the right ambiance, quick payments, and deliver real value for money at every level through great customer service to distinguish them from the online.

The fickle nature of the general public has forced the hand of these big companies to invest in ingenious ways to attract you into their stores where they can part you with your hard-earned cash. Exciting store concepts, visually pleasing displays, optimisation of the store layout and attention-grabbing advertising are all integral to the success of a store’s takings.  

In order to stay ahead of the game, technology has become a vital ally in supporting every aspect of the customer journey. Digital Media is one of the forerunners in investment and we have started to see it almost everywhere we go as of late.

Below we look at some interesting and creative usage of digital media within the high street and beyond. Have you screen any of these?

Kiko Cosmetics

Kiko Cosmetics is a great example of a brand that’s popped up on the high street and it very trendy and cool. Not only are there stores sleek and modern, which attracts their young fashionista consumer, but their digital media suite accentuates the customer experience. Above their product displays they run advertising on screens which help secure sales, but the icing on top of the cake is there ambient digital media ceilings. This platform creates visual displays that heighten the experience but also can be used to publish subliminal advertising messages.


Zara has also adopted a change from a conventional ‘static’ store design, to a concept that has more dynamic digital solutions. The brand has now started to revisualise their stores with a technological flare but remaining edgy and fresh. Installation of digital screens behind tills and store windows are one of their striking changes and they really pack a punch when catching your attention. This allows Zara, which is known as the ‘King of Fast Fashion’, to showcase its latest trends and are easily changeable to highlight the current demands and the recent must-have products. Zara is a great example of a company that understands the current consumer and is adapting to remain relevant in the current market.


Primark has started to utilise external facing digital media screens which are helping to encourage footfall in their stores. As Primark is a brand that’s ethos is to keep costs low by streamlining their marketing efforts, they hardly spend on conventional advertising (TV commercials or magazines spreads).  Therefore, it’s important for them to maximise their word-of-mouth advertising and visual enticements to drag people in.

Digital media is useful in showcasing quick, on-trend fashion and because campaigns can be deployed instantaneously, it helps in securing the first sales with consumers.  Primark is continuing to go from strength to strength; they have just recently opened the biggest store in the world this year, in a market that’s dogged by online sales and customers


Digital Signage that forms part of the interior concept. They have screens advertising their latest films on walls and menu boards, but they also have digital displays on their ceilings which help in transporting you into the movie world and excite you about what you’re about to see. Digital media has provided flexibility to the brand and its operational day to day business. They can now tailor their advertising to showcase underperforming films to drive sales. They can also display movie times and age restrictions and improve customer wayfinding with the touch of a button. Companies can then interweave subliminal messages to encourage you to buy all their snacks and drinks.

We have also seen much more complex systems develop which has pushed digital media to the next level. When combined with Artificial Intelligence, this format can be used by companies to really target their advertisements and get them in front of the right people improving return on investment.

An example of this technology being used is at the New Street Station Eye Screen in Birmingham. Located in front of the Grand Central Shopping Centre and opposite the Bullring. Three huge screens around the station scan rail passengers, shoppers and those just passing by to assess the crowd’s demographics. The screen then uses this information to display the most relevant adverts. This has great potential for brands to get their campaigns in front of the right people and in turn to encourage sales. This technology has the potential to move into more scale store situations and really help deliver that bespoke service customers expect.

Whatever the future holds when it comes to how the high street and how it’s going to look, it safe to say that Digital Media is at the forefront of this revitalisation process. Check out our success stories when it comes to installing digital media into some of the biggest brand s in the UK.

Get in touch today to see how Celestra can transform your customer experience, email or call 01908 889 500

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