Why it’s Time to Ditch Looping Media on Retail Digital Signage

 

When you think of digital signage in a retail store, the standard has become static imagery or looping media, providing color and branding but not much else. Trevor Sumner, CEO of Perch Interactive, says it’s time to think bigger and bigger.

On today’s episode of the Retail Podcast, brought to you by MarketScale, host Daniel Litwin sat down with Sumner to discuss how digital signage is evolving and becoming much more interactive and personalized. Sumner, who was recently recognized in the Corporate Excellence Awards 2019 as the Most Influential CEO of the Year 2019 for his work in Visual Merchandising, knows how powerful positive digital marketing can have on the shopping experience.

“With digital signage, I think of boring static media. Aren’t these just the banner ads on the internet that we hate?” Sumner said. “It’s an interruptive media.”

To avoid being interruptive and leaning toward being industry-disruptive instead, digital signage in-store is adding value to the shoppers chain of events. As a result, it’s serving customers better and giving retailers a wealth of information. Digital marketers are entering a new phase of in-store signage that’s focused on interactivity and personalization, where this media is helpful and informational, as well as fun.

“On the internet, you can click on products to get more information, so why can’t we do that in the store?” Sumner said.

Marketers are using the next generation of digital signage — computer vision, for example — for innovative ways to help customers. Cameras are being used in stores to see which products a person gazes at versus picks up, which data has shown it has a direct effect on the likelihood a customer will purchase that product. This kind of data feeds the retailer’s arsenal of ways to engage customers during the shopping experience.

“It’s about providing customers an experience that’s flawless, surprising, and even delightful,” Sumner said.

For the latest news, videos, and podcasts in the Retail Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!

Twitter – @RetailMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

Hospitality
From Wall Street to World Travel: Scott Eddy’s Journey to Becoming Hospitality’s No-Nonsense Voice
September 24, 2025

In 2019, travel and tourism contributed a whopping 10.4% of global GDP — a figure that vanished almost overnight when the pandemic brought the world to a standstill. Today, the industry has clawed its way back to that same share of the global economy, but travelers have changed. They no longer settle for polished marketing…

Read More
Gaming
Game-Changing Marketing: Why Brands Must Embed Themselves Naturally Into Gaming Experiences
September 24, 2025

Video games have rapidly evolved from niche entertainment to a dominant cultural force, reshaping how people interact, play, and connect with brands. With the gaming industry expected to surpass $300 billion in yearly revenue by 2030, businesses are increasingly asking: how can brands authentically integrate into games without alienating audiences? Meanwhile, developers face the…

Read More
Tech
From Innovation to Impact: Corporate Success, Tech Patents, and Mentoring the Next Generation with David C. Williams
September 24, 2025

What does it mean to move beyond success into true significance? In this powerful episode of the Undisputed Podcast, Ty Bledsoe sits down with David C. Williams, tech innovator, best-selling author, and mentor who’s redefining what impact looks like. From growing up in one of the poorest corners of Dallas to leading billion-dollar automation…

Read More
Menopause
From Classroom to Clinic, How HerMD is Closing the Menopause Gap in Medicine
September 24, 2025

For too long, women’s healthcare has fallen short—shaped by stigma, overlooked by research, and limited by a system that often focuses only on fertility while neglecting a significant portion of a woman’s constant evolution. With women today spending 40% of their lives in postmenopause, the lack of medical training and resources dedicated to this…

Read More