Nowadays, the retail landscape is undergoing a seismic shift as technology continues to shape the way brands communicate with their consumers.  In particular, Retail Media Networks and Digital Signage have emerged as two powerful tools that enable retailers to engage their customers more effectively.  But how do these two marketing strategies stack up against each other, and which one drives more sales?

Retail Media Networks (RMN) refer to platforms that allow retailers to monetize their websites, apps, and in-store spaces by selling advertising opportunities to brands.  This form of advertising is actually highly targeted, leveraging the rich first-party data that retailers gather from their customers—which is us.  RMNs allow advertisers to reach us with highly personalised ads based on our browsing history, shopping behaviour, and also demographic information.  These brands are able to run campaigns on retailer-owned platforms, whether that’s an e-commerce site, a mobile app, or even on physical retail locations.

Digital signage, on the other hand, involves the use of digital screens or displays in retail environments to communicate marketing messages, product promotions, and other content.  These displays are the ones we see placed in high-traffic areas to maximise visibility.  Unlike traditional print signage, these digital signages can be updated in real-time, which provides flexibility and the ability to display dynamic content.  It can also be interactive, which offers us a more immersive experience.

Both Retail Media Networks and Digital Signage have unique advantages, but the question still remains: which one is more effective in driving sales?  Or, which one actually gets us to buy more?

One of the most significant benefits of Retail Media Networks is their ability to leverage first-party data to deliver highly targeted and personalised ads.  When retailers like Qsic retail media network integrate their e-commerce platforms with the physical stores, they actually create a seamless experience that allows for personalised promotions both online and offline.

For instance, if you have previously browsed or purchased travel bags on an e-commerce site, you may see ads for similar products while in-store or on the retailer’s mobile app.  This actually creates a relevant and tailored shopping experience that drives their sales, as we are more likely to engage with ads that are personalised to our current preferences.

On the other hand, Digital Signage works to engage customers in-store, driving immediate attention and often influencing impulse purchases.  Yes, that’s why you are so into impulse buying.  Digital displays are placed strategically in retail environments, like near the entrance or at the checkout counter, where they showcase timely promotions, new arrivals, or bestsellers.  They can also be integrated with data from Retail Media Networks to display personalised content in real-time, enhancing the effectiveness of the signage.

For example, if you browsed for a make-up section online, you could see an advertisement for a new line of make-up when you entered the store.  This combination of real-time data and visual appeal can compel you to act faster and make purchases you might have otherwise ignored.

Ultimately, the most effective strategy is a combination of both Retail Media Networks and Digital Signage.  By integrating digital signage into their media network, brands can actually create a holistic marketing experience that engages with us, customers, from the moment we begin our shopping journey, whether that’s online or physically in-store.