The modernization of digital signage has forever changed the way that information is displayed. With today’s digital signage and media players, businesses have almost limitless possibilities when it comes to what, where and how they use content and displays to their advantage.
As 2025 arrives, AI remains the big buzz but there are other trends taking root as a multitude of issues are driving retailers to be more nimble, more responsive to consumers and better understand the retail shopper.
RetailCustomerExperience reached out via email interviews to Misty Chalk, vice president of sales, Americas at BrightSign, and Michelle Connolly-Capate, director of sales, enterprise product innovation center at Panasonic Connect, to get their insight on what the top trends were in 2024 and what they expect to be the top trends for the new year.
What were the top trends retail customers experienced this year?
Connolly-Capate: Labor challenges continue to impact the retail industry and the overall customer experience. Total employment in retail is expected to decrease by 364,800 employees by 2033. However, retail sales continue to climb. What does this look like for the customer? Longer wait times at the checkout, limited inventory on shelves and fewer representatives to assist on the store floor. Inconsistency in commerce experiences from online to instore also presented a challenge for retailers, who need to capitalize on the return to physical shopping while meeting the demands of newer generations.
To combat this, many retailers have integrated technology to help customers navigate the store, keep track of past orders and quickly return items; however, there are still instances where customers have to spend significant time browsing aisles and hunting down employees when they need help or checking their phone to find information and availability about products and solutions. This causes friction in the buying process and can impact customer loyalty and sales. Digital retail systems — including digital signage, point-of-sale systems, AI integrations and more — are essential to addressing these challenges and changing the narrative for 2025.
Chalk: Retailers turn to tech as consumers return to in-store shopping: Customers are returning in-store, and they want more from their shopping experiences. Successful retail is about creating experiences that resonate with consumers on a personal level, while also ensuring convenience. This year, retailers leveraged digital technologies such as sensors, signage and the Internet of Things to enhance the in-store shopping experience and meet evolving customer expectations.
Digital signage, for instance, is reshaping the retail landscape, offering innovative ways for businesses to connect with customers. In-store retail media investments took on a new look in 2024, with numerous big-box and high-end retailers leveraging display technology to reimagine workflows, deploy new advertising strategies and strengthen their products’ position in the market. As digital technologies and deployments mature, retailers are uncovering real-time data that can optimize store operations, in addition to creating a dynamic and interactive environment for shoppers.
What trends or tech do you predict will take off in 2025?
Connolly-Capate: Integrating AI into digital retail systems will be key to improving personalization and enhancing customer experience. One way retailers can leverage AI in 2025 is through customized retail media. By combining the power of AI with the information display capabilities of digital signage, POS systems and kiosks, retailers can always be in front of the customer and elevate experiences. AI can personalize these experiences without requiring significant oversight, recommending relevant products, highlighting discounts and streamlining the sales process.
The first step is integrating a technology ecosystem that works for the customer. While AI holds promising use cases for retail, if implemented without proper testing or planning, it could turn customers away or deliver an inconsistent experience. That’s where trusted technology partners come into play. Retailers should look for partners that offer solutions that prioritize the customer experience at every touch point within their operation. This includes solutions that connect the front to the back of the store, providing a mechanism to bolster data-driven decision-making that delivers the best customer experience, informing inventory, logistics, staffing and ultimately, profits.
Chalk: Digital signage changes ad revenue, data play for retailers: The modernization of digital signage has forever changed the way that information is displayed. The same goes for the content businesses can show on daily basis — and the control they have over this content. With today’s digital signage and media players, businesses have almost limitless possibilities when it comes to what, where and how they use content and displays to their advantage. This results in an emerging source of revenue for retailers — advertising. Businesses from big-box retailers to small-to-medium sized popups are rethinking how they can monetize the information displayed within the store. New advertising revenue models and strategies — backed by data captured from these digital touchpoints — will dominate retail media conversations in the new year. For retailers not already rethinking how to use their spaces to better generate revenue, the time to start is now.