For decades, retail business owners looked at in-store displays — whether posters, banners or digital screens — as a cost center. They were an expense to be managed, a necessary part of merchandising and branding but rarely, if ever, a direct source of profit. That equation has changed.
Across retail verticals — grocery, convenience stores, home improvement, specialty retail and beyond — digital displays are no longer just delivering messages. They are generating revenue, driving sales and creating entirely new profit streams through retail media networks. The shift has been so significant that forward-thinking retailers are re-evaluating how, where and why they deploy display technology inside and outside their stores.
Retail Media Networks Move In-Store
Retail media networks aren’t new. Many large retailers have long sold advertising on their websites and apps to consumer packaged goods brands and other advertisers. What is new is the rapid extension of these networks into physical stores. Walmart was among the first movers, expanding its Walmart Connect platform from digital to in-store screens and seeing more than 30% year-over-year growth.
Now, others are following suit. Chains like Kroger, Albertsons and Target are building out their own in-store retail media networks, and early results from test locations show significant lifts in product sales. Brands are lining up to participate, drawn by the proximity of the message to the point of purchase and the ability to target customers in the very moment they’re making buying decisions. This is a win-win: retailers gain a new revenue stream with higher margins than their core product sales, while brands see a measurable bump in sales and engagement — without raising shelf prices for customers.
Advertisement
Creative Screen Placements Drive Results
One of the most exciting aspects of this shift is the creative placement of displays to maximize impact. Retailers are experimenting with form factors and screen locations that attract attention and drive action. Convenience stores and telecom shops are finding success with super bright window-facing screens designed to pull customers in from the street or the gas pump. Transparent LED window displays maintain sightlines for safety while delivering dynamic, eye-catching content.
In grocery stores, ultra-stretch displays are being integrated into endcaps to bring brand messages right to the aisle where products are stocked. Smaller displays at checkout counters and gum racks take advantage of dwell time to spark impulse purchases. Larger, double-sided screens placed along store perimeters and in high-traffic zones like produce sections can capture the attention of shoppers from multiple directions.
This wide range of applications is why digital signage displays have become such a powerful tool in modern retail. From compact countertop screens to massive curved video walls, today’s technology comes in virtually every size, shape, and format — enabling retailers to match the right solution to each use case. Whether the need is for a single high-impact window display or a network of screens across multiple locations, providers like LG are helping retailers deploy proven, high-performance systems that deliver reliability, flexibility and visual impact at scale.
In this new business model, display performance is more than just an operational concern — it’s a revenue driver. Viewing angles can determine how many shoppers can see the content at any given moment. A narrow viewing angle can mean missed impressions and lower ad value, while a wide, consistent image ensures maximum visibility across the store.
Color accuracy is equally important. Consumer packaged goods brands invest heavily in their brand colors, and when advertising food, even slight shifts in tone can affect appeal. Displays that faithfully render those colors protect brand integrity and make products look their best.
These technical advantages — wide viewing angles, true-to-life color reproduction and high-resolution clarity — are essential for retailers looking to maximize the return on their display investments.
Lower Barriers, Higher Potential
Historically, the capital expenditure for a digital signage rollout could be a deal-breaker for some retailers, especially in low-margin segments like grocery. But new business models are changing that. Through partnerships, financing programs and “as-a-service” models, retailers can now deploy a complete digital signage environment with little or no upfront cost.
Instead, the investment shifts to an operating expense, often offset — or even exceeded — by advertising revenue from day one. In some cases, the retailer simply collects a monthly check while a partner handles everything from installation to ongoing maintenance to hardware refreshes. For many, it’s a “no-brainer” that eliminates the financial risk of going digital.
The data and analytics layer is accelerating this transformation. Today’s digital signage hardware and software support AI-driven, edge-based personalization, linking shopper insights from loyalty programs, inventory data and environmental triggers with real-time messaging.
Retailers can now sell ad space on digital displays to brands, verify that content is running as intended and directly connect ad impressions to in-store sales — creating measurable ROI and closed-loop attribution. Recent reports show that 65% of marketers globally say retail media will play a bigger part in their media mix in the coming 12 months, and in North America, 74% say retail media is getting more important than in the previous year.
Enabling Design Flexibility and Revenue
As display technologies evolve, so do the possibilities for in-store design. Direct-view LED displays are especially promising because they can be built to custom sizes, curved for unique architectural elements and integrated into fixtures, pedestals and even refrigeration units. These capabilities open new creative avenues for retailers to differentiate their environments and create immersive brand experiences while still monetizing the screen space through advertising.
The transformation of in-store digital signage from cost center to profit center is still in its early stages, but the momentum is undeniable. Retailers across categories are recognizing that a well-designed digital signage strategy is not just a marketing tool — it’s a revenue stream, a brand enhancer and a competitive advantage. For those willing to embrace the model, the benefits are compelling: no- or low-cost deployment options, recurring ad revenue, better customer engagement and the flexibility to evolve as new display technologies and data tools emerge.
We at LG see this as one of the most exciting shifts in retail technology in years. By combining display innovation with flexible business models and a deep understanding of retail environments, we’re helping our partners turn every screen into an opportunity — not just to inform or inspire, but to generate real, measurable profit. The store of the future isn’t just about what’s on the shelves. It’s about what’s on the screens — and the value those screens can deliver.
Tom Bingham is Senior Director of Vertical Market Sales at LG Electronics USA, where he leads business development initiatives across diverse industry sectors, including retail, quick-service restaurants, transportation and entertainment. With more than a decade of experience at LG, he specializes in tailoring digital display and signage solutions that enhance customer engagement and business performance. Stay up to date on LG’s latest retail solutions by following @LGforBusinessUSA on LinkedIn, Instagram, Facebook and YouTube.
