Digital Displays Influence Purchase Decisions: Data Proves ROI

Walk through any major retail store today and you'll notice that digital screens are becoming as common as shelves. It's no coincidence that the U.S. retail digital signage market surpassed $2.2 billion in 2024, with brands from Walmart to Nike doubling down on these dynamic displays. But are shoppers actually paying attention? Or are retailers simply creating expensive electronic wallpaper?

Mood Media's recent survey of 1,000 U.S. consumers reveals the answers. The data shows 58 percent of shoppers actively notice in-store displays, and nearly half report making purchase decisions influenced by this technology. These numbers confirm that strategically deployed digital signage drives real sales impact and enhances the customer experience.

The Generational Gap in Digital Engagement

Digital engagement varies dramatically across age groups. While 79 percent of Gen Z and 75 percent of millennials frequently notice in-store displays, only 29 percent of baby boomers report the same level of attention. This awareness gap directly impacts purchasing behavior: 36 percent of shoppers under 40 have made purchases specifically because of digital display content, compared to just 13 percent of those over 60.

Attitudes toward retail technology show similar generational splits. Shoppers in their 20s and 30s are twice as likely as seniors to embrace advanced retail technology like interactive displays and artificial intelligence assistants. This reality is a challenge and opportunity for retailers, which have to think strategically about how and what they use their digital displays for.

There must be a balance between engaging younger demographics without alienating older consumers who may find excessive technology intrusive.

Related story: Leveraging Predictive Analytics for Flawless In-Store Journeys

Strategic Display Placement and Content Preferences

Our data reveals clear patterns about where and how digital displays capture attention. Checkout areas command the highest engagement, with 54 percent of shoppers noticing displays there, followed by store entrances (44 percent) and shelf/aisle displays (42 percent). This hierarchy gives retailers a road map for prioritizing their digital signage investments.

But what do shoppers want to see on these screens?

• Over half (55 percent) said sales and promotions.
• The same amount reported that price comparison features would increase their engagement.
• More than one-third (35 percent) gravitate toward product demonstrations and inspiration.
• Approximately 37 percent desire real-time inventory information.

Department-specific engagement varies significantly. Grocery leads with 28 percent of shoppers finding digital displays most helpful, followed by electronics (13 percent) and apparel (10 percent). The lower engagement in beauty, sporting goods and home goods (13 percent) suggests untapped potential for retailers in these categories to differentiate through more innovative digital experiences.

The Bottom Line: Digital Displays Drive Sales

The findings overwhelmingly show that digital displays influences purchase decisions. The return on investment potential for this technology is significant, and retailers can't afford to ignore it. Here are three key strategies retailers can implement right now to maximize their digital display investments:

• Strategically position displays in high-traffic areas. Focus first on checkout zones and store entrances, as these capture a significant amount of shopper attention.
• Prioritize practical utility over flash. Implement features shoppers actually want, such as price comparison tools, real-time inventory information, and clear promotion details rather than purely decorative content.
• Customize approaches by department. Recognize that grocery and electronics shoppers engage differently than those in beauty or home goods, and adjust digital strategies accordingly.

These findings set the stage for a comprehensive in-store media strategy. With shoppers demonstrating engagement with strategically placed digital displays, retailers have a foundation for creating meaningful customer experiences across all touchpoints, integrating visual, audio and interactive components as part of a unified customer journey.

The biggest, flashiest digital video screens won't do all the work — it's how retailers use customer data to create meaningful touchpoints that enhance the shopping experience while driving sales.

Jaime Bettencourt is senior vice president of global account management and marketing at Mood Media, a company connecting physical and digital with integrated media for a seamless customer journey.