How digital signage drives more foot traffic for SMB retail success

Today’s consumers expect more than just transactions and discounts — they want interactions that feel personal, relevant and human. It’s not just about selling, but rather creating experiences: authentic, value-added moments that make customers feel seen, understood and appreciated.

One of the most powerful and scalable ways to do that is through digital signage. By design, digital signage brings messaging to life exactly when and where it matters most. It gives business owners the tools to speak to customers visually, immediately and personally — literally right where they are. And it’s not just for the bigger players. Digital signage can help take small and mid-sized businesses to the next level.

Turning information into connection

The beauty of digital signage is that it’s not static. It’s not just a screen showing the same advertisement to every passerby. When paired with AI and customer data, digital signage becomes dynamic, responsive and smart. It can reflect who your customer is and what they care about in the exact moment they interact with it.

The future of retail is digital

Get your free guide to growing your retail business by adopting future-proof ecommerce technology.
Download Now

Let’s say someone walks into your store on a rainy afternoon. Instead of showing them the same promo you ran last week, your signage could shift to highlight rain boots, umbrellas or hot drinks. That’s personalization in action. You’re not just selling a product, but showing that you understand each customer’s specific situation or preference.

But today’s digital signage goes far beyond weather-based tweaks. Leveraging customer data, displays can help tailor content in real time based on the time of day, purchase history, loyalty data or foot traffic patterns. These days, dynamic signage can greet a returning customer by name in the morning, recommend lunch combos at noon, and remind them to redeem loyalty points in the evening. That kind of data-driven content doesn’t just create a better experience — it drives action and builds long-term trust.

Hotels are embracing this technology to enhance guest experiences. For instance, many now use digital signage to display personalized welcome messages at the front desk or on in-room TVs, making guests feel recognized and valued from the moment they arrive. And touchscreen kiosks in lobbies allow guests to explore local attractions, book services, or provide feedback on their stay, creating a more personalized and convenient experience based on past stays. Recently, I was in London hosting a conference with about 1,000 attendees. What immediately caught my eye as I approached the hotel was the signage. The planners had invested in ensuring their event looked first class, was easily recognizable, and added a level of professionalism.

Delivering the right message at the right time

Digital signage like Samsung displays gives us a chance to turn those “in-between” moments into something valuable. Whether someone is waiting in line, sitting in a lobby or browsing retail shelves, that moment of downtime is an opportunity to connect. Instead of checking their phone or zoning out, customers can engage with useful, timely or brand-building content.

Consider a hotel that uses digital signage to promote spa services during check-in, or a coffee shop that uses a digital menu board to highlight breakfast specials in the morning and dessert options during the dinner rush. Dynamic content adjustments ensure that promotions are relevant to the customer’s current context, increasing the likelihood of engagement and conversion. By tapping into purchase history and preferences, digital signage allows you to serve the right message to the right person at just the right time — boosting loyalty and conversions in one move.

Airlines are also leveraging digital signage to enhance the travel experience during those stationary moments. JetBlue’s Blueprint initiative, for example, features personalized messaging such as customers’ names and confetti welcome graphics. Fliers can also order refreshments, access information about connecting flights and gates, and sign up for the airline’s loyalty program — all from their seatback display.

And this process is seamless with the right content management system. For example, Samsung VXT makes it easy to create, manage and update content across your digital signs, kiosks and menu boards, helping you build customer trust and inspire more confidence among your customers, giving them one less reason to leave.

Engaging customers through interaction

Personalization isn’t just about what you show people — it’s also about how they interact with it. With interactive displays, touchscreens, QR codes and mobile integrations, customers can engage directly with the display screen. They can browse add-ons, answer quick questions, or sign up for exclusive offers. This gives the customer control, which leads to satisfaction and less friction for both guests and employees.

Personalization can also take customer feedback to another level. With the right setup, digital signage doesn’t just talk — it listens. You can use polls, surveys or simple preference prompts to learn what your customers actually want, then adjust messaging in real time to reflect those inputs. That kind of responsiveness builds a brand reputation that says, “We care.” Over time, that becomes, “We get you.”

Restaurants have been using self-order kiosks, such as Samsung Kiosk, for years with much success. Not only do most fast food customers prefer to use them over interacting with employees, but studies show guests typically spend more when ordering at the kiosk — a win-win for all parties.

Embracing the future of customer engagement

Investing in personalization can feel overwhelming, especially if you have a small team. But here’s the thing: You don’t have to do it alone. Just like you don’t install your plumbing or work on your car, you don’t have to figure out digital signage on your own. An experienced and knowledgeable partner can help you design a signage strategy, choose the right tools and manage the technical side, so you can focus on what you do best. In a world where consumers’ attention is pulled in a hundred directions at once, you need to stand out. Personalization is how you do that.

If you’ve been thinking about digital signage and wondering if it’s right for your business, I’m here to tell you: Now is the time to go for it. The tools are here. Support is available. And the upside is huge. It’s not about screens. It’s about people, and how you make them feel.

Ready to elevate your customer experience? Samsung digital signage can help you connect, engage and grow — starting today. Discover how a RE/MAX Metro SMB owner transformed curb appeal and client engagement with Samsung displays and Smartify. Also, learn why Samsung VXT is called an “all-in-one” content management system.