Digital signage for retail stores has rapidly become one of the most effective ways for convenience retailers to improve communication, drive impulse purchases and enhance overall in-store experience. This case study explores how a group of NISA stores introduced modern digital signage solutions to improve customer engagement, streamline messaging and create a more dynamic retail environment. By combining digital poster screens with content automation and data captured through The Bridge, NISA retailers gained a new level of control over in-store advertising and customer behaviour insights.
NISA operates within a highly competitive market. Customers rely on convenience stores for fast, efficient shopping, which leaves very little time for static point-of-sale materials to make an impact. Traditional posters, shelf wobblers and cardboard signage often go unnoticed due to visual fatigue and rapid customer movement. Store managers also struggled with outdated promotions still displayed after expiry, inconsistent branding across locations and the logistical burden of constantly replacing print materials.
The problem
Before adopting digital signage for retail stores, NISA retailers faced several common challenges:
– Printed materials were expensive, slow to update and frequently out of date.
– Customers ignored static displays, reducing promotional effectiveness.
– Each store managed its own materials, leading to inconsistent branding.
– Staff had limited time to maintain signage, especially during peak hours.
– Marketing campaigns lacked flexibility and real-time control.
Convenience stores thrive on speed and clarity. Without in-store digital signage displays, retailers risk missed opportunities at the shelf edge, the queue zone and the entrance area. Store operators recognised the need for an in-store digital signage solution that could adapt quickly, display real-time offers and capture customer attention in a busy environment.
What we installed: retail digital signage displays across NISA stores
A package of retail digital display screens, digital poster screens and in-store advertising displays was installed across the NISA locations. Screens were placed in three high-impact zones:
- Entrance areas — welcoming customers and highlighting current promotions.
- Chiller and impulse zones — ideal locations for retail digital signage displays that encourage unplanned purchases.
- Checkout areas — using digital display advertising in stores to influence last-second buying decisions.
All screens were managed centrally through a content system integrated with The Bridge. This allowed operators to schedule promotions, push urgent updates and maintain brand consistency across all stores in real time. Seasonal campaigns, supplier-funded deals and localised promotions could be displayed instantly across the entire estate.
The screens supported rich media, meaning animations and motion graphics replaced static print. This immediately increased visibility, as in-store customer engagement is naturally higher when messaging is dynamic. Retailers also used the screens to promote new product launches, meal deals, lotteries, fuel offers and everyday essentials — all displayed through digital signage solutions for retail.
How digital signage for retail stores transformed NISA locations
The introduction of digital signage for retail stores delivered immediate improvements. Customers noticed the screens as soon as they entered the store, and engagement levels rose significantly. Retailers observed customers pausing in front of displays, especially digital poster screens showing animated offers. This created a more vibrant store atmosphere and reinforced brand perception.
Because the content system was connected to The Bridge, stores received behavioural insights about when screens were viewed most, which promotions generated the most engagement and how dwell time varied across zones. These insights helped refine store layout decisions and schedule promotional content more strategically.
Key improvements included:
– Stronger visual influence at high-traffic points
– Increased impulse purchases in chilled and snack categories
– Faster rollout of local and national promotions
– Reduced reliance on staff to change prints
– Consistent branding across all NISA locations
– Real-time control of retail digital display screens during seasonal campaigns
Convenience store digital signage also helped NISA stores adapt quickly to supplier-funded marketing opportunities. When new products launched, stores could display rich media content instantly instead of waiting for printed materials. External retail studies, such as those referenced by https://www.rbrlondon.com, highlight that digital displays can increase product awareness and purchase consideration — findings that aligned with the results seen in these NISA stores.
The Bridge added a second layer of value. While customers were not directly entering data at the signage screens, the platform allowed operators to track engagement trends and synchronise messaging with other experiential touchpoints, including experiential devices. The combination of retail digital signage displays and data-driven insights positioned the NISA group to build smarter, more targeted marketing strategies.
Overall, digital signage for retail stores delivered long-term operational and commercial benefits. It created a modernised shopping experience, improved store presentation and enabled the NISA group to communicate more effectively with customers at the exact moments that influence buying decisions.
