How Digital Signage Enhances the Customer Experience in Retail

In today’s fast-evolving retail environment, digital signage plays a vital role in delivering a connected, customer-first experience. Shoppers expect in-store visits to match the speed, convenience, and personalization of online platforms. To meet this expectation, retailers are embracing digital signage as a tool to inform, engage, and even generate revenue.

Navori Labs and BrightSign see retail store digital signage as more than just a visual display. It is a strategic platform that unifies physical and digital customer experiences. Powered by BrightSign’s purpose-built media players and operating system and Navori’s enterprise-grade CMS, our solution enables retailers to deliver consistent, interactive, and monetizable experiences across every location, driving customer satisfaction and business results.

The New Retail Reality: Meeting Rising Customer Expectations

Modern shoppers are more connected and informed than ever before. They expect personalized experiences, real-time information, and consistent brand messaging across every channel. Retailers are adapting by blending physical and digital environments to offer convenience without compromising on service or engagement.

Digital signage plays a key role in this transformation. It brings real-time content, targeted promotions, and interactive experiences directly into the shopper’s path. Whether it’s a self-service kiosk or a personalized promotion triggered by customer behavior, smart signage meets shoppers where they are with relevant messaging.

From Static Displays to Dynamic Engagement

Today’s digital signage does far more than cycle through images. It delivers dynamic, context-aware experiences that respond to real-world conditions. This includes interactive kiosks; place, lift, and learn displays; and screens that update based on data like weather, inventory, or foot traffic.

Navori’s CMS offers intelligent scheduling, automation, and real-time content management, allowing teams to create and deploy content efficiently. BrightSign delivers consistent, scalable playback performance across thousands of screens, offering hardware reliability that ensures dynamic content is displayed exactly when and where it’s needed, even in demanding retail environments.

This combination enables retailers to engage customers with precision, increase dwell time, and provide a more compelling in-store experience.

Creating an Omnichannel Retail Experience

Customers expect a consistent journey whether they shop online or in person. That means messaging, promotions, and brand visuals must align across every channel, from e-commerce platforms to in-store displays.

Navori provides centralized control over your digital signage network while supporting the local flexibility for regional promotions and audience targeting. Our CMS supports scalable deployment across regions, languages, and formats, making it easy to align global and local marketing efforts.

This omnichannel control is further strengthened by integration with Adobe Experience Manager (AEM) Assets, which connects your digital signage system directly to your enterprise content library. With AEM, retailers can effortlessly access approved, brand-compliant media and synchronize it across digital screens.

Paired with BrightSign’s secure and reliable player platform, this unified workflow ensures content is delivered flawlessly and consistently. Digital signage becomes a natural extension of your omnichannel retail strategy, enhancing the customer journey at every physical touchpoint.

Using Analytics to Improve the Customer Journey

Retail analytics powered by digital signage goes far beyond static content. It provides actionable insights that help retailers better understand their customers and optimize the in-store experience.

Retailers can capture valuable insights and make informed decisions about content strategies, staffing, and store layout using either Navori’s computer vision analytics software or BrightSign players’ ability to run AI applications at the edge.

Monetization Through Retail Media and Programmatic Advertising

Retailers are increasingly turning to in-store digital signage as a revenue channel through retail media networks and programmatic advertising.

With Navori, your signage network becomes a powerful advertising platform. Our software supports:

• Retail Media Campaigns: Enable brands to deliver targeted content in-store with full control and accountability.
• Programmatic Integration: Connect your signage to regional or national ad networks to automate ad placement and maximize ad inventory.
• Real-Time Campaign Optimization: Adjust messaging based on audience data, time of day, or product availability using our built-in automation tools.

Global retailers are already monetizing their screen networks using Navori’s programmatic capabilities to offer ad space to brand partners at scale.

This creates a win-win for retailers and brand partners. Retailers generate revenue from their screens, while brands gain access to valuable in-store impressions and measurable results.

Real-World Examples and Applications

Here are just a few ways retailers are using BrightSign and Navori together to deliver next-generation customer experiences:

• Interactive Kiosks: Customers search for products, explore recommendations, or place orders on-screen.
• Place, Lift, and Learn Displays: When a shopper lifts and places a product on a sensor, dynamic content, such as tutorials, product features, or pairing suggestions, is triggered. This creates an engaging, hands-on experience that deepens understanding and drives conversion.
• Wayfinding and Navigation: Help shoppers move confidently through large stores or malls with interactive directions.
• Point-of-Sale Displays: Promote last-minute offers, loyalty programs, and payment options right where decisions are made.
• Retail Media Walls: Feature branded takeovers or promotional campaigns with high visibility and full analytics.

Retailers are already seeing success by deploying Navori’s AI-enhanced computer vision for in-store analytics. They track demographics and shopper attention to optimize ad content and measure engagement.

Why BrightSign and Navori Are the Right Foundation

Together, BrightSign and Navori offer a proven foundation for retailers who demand high performance, operational efficiency, and scalable content management across their digital signage network.

• Reliable Performance: BrightSign media players deliver consistent playback across thousands of screens.
• Flexible and Scalable Software: Navori CMS makes it easy to manage content across locations and devices with automation and advanced scheduling capabilities.
• Built-In Analytics and AI: Delivers real-time insights to inform decisions and drive smarter content delivery.
• Retail Media-Ready: Generate new revenue streams through programmatic ad sales and brand campaigns.
• Secure and Compliant: BrightSign and Navori’s SOC 2-certified platforms ensure enterprise-grade security and open architecture for integrations.

Digital Signage Powers Experience and Revenue

Digital signage is no longer just a marketing tool. It is a vital part of the modern retail strategy, enhancing customer experience, gathering data, and unlocking new monetization opportunities.

As customer expectations evolve, digital signage will play an even greater role in creating personalized, data-informed retail experiences that engage and convert.

BrightSign and Navori technology provide the foundation, combining hardware reliability with software intelligence, to deliver these benefits at scale. Together, we help retailers create connected environments that inform, inspire, and generate results.

Ready to elevate your in-store experience? Contact us to see how BrightSign and Navori transform retail environments like yours.