This article is brought to you by VusionGroup.

Convenience retailers are reimagining how communication happens inside their stores. As shoppers expect more seamless, digital-leaning experiences—from the pump to the point of sale—digital signage is emerging as a bridge between the physical and digital worlds.

“Digital signage isn’t just a display, it’s a dynamic connection point that helps retailers stay agile, efficient and aligned across every location,” said Jeff Neihart, vice president of enterprise sales for VusionGroup. “It brings the online experience into the store in real time.”

Here are four ways connected signage is reshaping retail today:

1. Real-Time Agility in Store Messaging
Digital signage and retail media networks allow retailers to move away from the strict, print-based advertising schedules they’ve historically relied on.
“The signs are remotely controlled, so retailers can push messaging out instantly across the store network,” Neihart explained. “It gives them the ability to adapt in real time—without being confined to traditional production and shipping timelines.”

2. Freeing Up Teams for What Matters Most
Once installed, digital signage can reduce the cost and labor associated with producing, shipping and hanging promotional materials.
“Those savings go right back to the store,” Neihart said. “It means employees spend less time managing paper and more time connecting with customers.”

3. Turning Every Screen Into a Profit Center
Beyond efficiency, in-store media networks are creating entirely new revenue opportunities.
“Retailers can now collaborate with suppliers to deliver targeted, high-impact advertising right where purchase decisions happen,” said Neihart. “We’ve seen product sales grow by as much as 90% in categories where Vusion’s Engage retail media network is deployed.”

4. Unifying the Shopper Experience Across Channels
Digital signage gives retailers the ability to bring their app, web and in-store experiences together, creating one cohesive brand message.
“By pushing consistent content from a central system, retailers can ensure every store, every region and every shopper sees the same brand story at the same moment,” Neihart added.

Looking Ahead: The Connected Store Experience
VusionGroup’s vision extends beyond signage to a fully connected in-store ecosystem. Powered by its cloud-based platform, the company’s digital signage and electronic shelf labels share the same intelligent infrastructure—paving the way for hyper-personalized, real-time engagement.
“In the future, as you walk down the aisle of a convenience store, your device and the store’s digital systems could work together to bring you the most relevant offers in that exact moment,” Neihart said. “That’s the promise of connected commerce, and it’s closer than we think.”

This article is part one of a two-part series from VusionGroup. Part two explores how smart shelf technology is empowering associates and elevating the in-store experience.