LED screens at the service of retailers’ missions

30 June 2023

As media for the dissemination of dynamic content, LED screens are action levers that can be put to the service of retail companies. Thanks to them, they can amplify their image and their notoriety by being driven by the effectiveness of video content. They are among the types of content preferred by audiences.

Of course, LED screens are not the only channels for distributing advertising or promotional content. Television or smartphone are other examples. But for the latter, the content broadcast is often considered intrusive or disturbing. Indeed, they disrupt the content consumption experience of Internet users and mobile users.

However, this is much less the case with digital displays, because LED screens do not interrupt people in their daily actions. They are installed in urban areas or in establishments open to the public. In fact, they broadcast messages without hindering their current activity.

Inform, seduce, sell, interact… The missions of LED screens are potentially multiple. Discover in this article the main advantages that retail companies can derive from it!

Communicate to inform thanks to LED screens 

Every day, all individuals need practical information. These are all those that make their daily life easier, that allow them to act or organize themselves effectively. And this, in the context of personal and/or professional activities.

Establishments such as train stations and airports, which are real places of passage, need to transmit this type of practical information. But retail companies can do the same. Although their audiences are not so addicted to it.

LED screens can be used to communicate information in an attractive way that facilitates the steps taken by the public in an establishment. Here, the screens are valuable for their ability to capture the attention of the public thanks to the dynamic nature of the video.

They deliver a first level of information that can even directly support a company’s sales force. By being part of a pre-sale logic, for example when the dynamic content highlights an attractive offer proposed by the establishment.

LED screens to seduce and sell

Communication can also have a mission that manifests itself in a more emotional register. Indeed, the reaction of the public can constitute an objective in itself. When companies want to seduce target audiences or promote or sell a product or service, for example. And here, video content is often the most effective thanks to visual (and sometimes sound) impressions.

LED screens thus offer valuable opportunities to seduce audiences through video. They have also made it possible to reinvent traditional poster holders thanks to the power of digital.

With LED screens, businesses have the opportunity to create an engaging customer experience. Installed in urban areas, in shop windows or in brand reception areas, for example. They can challenge and mark the minds of passers-by through immersive video content.

This impact on individuals is also at the service of the development of the brand universe of companies. Videos broadcast via LED screens are indeed ideal levers for developing a visual identity. This makes it possible to arouse emotions to mark an imprint in the memory of customers.

Luxury is an example of a sector where brands rely almost exclusively on this emotional and irrational register to attract and retain their prospects and customers.

Communicate to interact with consumers

The action of corporate communication can also go beyond the transmission of information. Or even content to move towards interaction with its audiences. LED screens and digital innovations more broadly have made these reciprocal reactions possible. They have added value both for the companies that offer the products or services and for the people who benefit from them.

Digital has indeed allowed companies to capture data on anyone interacting with their screens. Preferences, email or telephone contact details… The data collected reinforces the knowledge that companies have of their customers. Thanks to which they can personalize their communications. They are also more effective commercially because they know which products and services are most likely to interest their customers.

The interactions between audiences and LED screens can also fuel companies’ “lead generation” efforts.

In other words, the content disseminated can lead companies to identify commercial avenues to explore. Provided that they are attractive enough to collect data to recontact people who have interacted with the screen.

But the possibility of interaction with LED screens is not only useful for companies. It also offers benefits to end users. In many structures, they can save time by taking care of their need independently.

  • Restaurants for example, customers can make their own orders on terminals
  • Medical laboratories, patients reduce their waiting time by providing the information necessary for their care.

LED screens serve the marketing and communication missions of retail companies. By relying on the power of dynamic or interactive content, they develop exclusive customer experiences. And, more broadly, they increase the efficiency and creativity of their sales and marketing operations.

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