How key trends are redefining the role of digital for retail and QSR

Welcome to an in-depth exploration of how digital signage is revolutionizing the retail space! In this lively conversation, Matt Wilson, founder of 500 Degrees, sits down with Creative Realities’ own Beth Warren, SVP of Marketing–and resident retail SME–, and Amanda Starr, Vice President of Client Engagement and Strategy at Creative Realities. Matt works with iconic brands in QSR, from Burger King to Tim Horton’s, facilitating the brands’ digital transformation ambitions.

In this conversation, the trio unpacks the nuances of digital transformation in physical retail spaces and explores how cutting-edge technology shapes immersive, real-time customer experiences.

The retail revolution: turning stores into media hubs

Digital signage has transformed from a passive display tool to a dynamic media platform that redefines the in-store experience. Retailers can leverage these tools to blend programmatic advertising with curated customer journeys, creating immersive environments that engage shoppers at every step.

Matt Wilson: Let’s get straight to it. Retailers who used to slap posters on walls are now running full-blown media networks in their stores. That’s quite the leap. How do you guide them through it without losing their minds…or their budgets?

Beth Warren: The key is in blending the physical and digital to create an intelligent, responsive, and aware space. Retail media networks are a big focus for us. These networks mix programmatic advertising, which is often tailored to specific audience segments, with educational or inspirational content. For instance, we work with clients to design a seamless journey that ensures a consistent message at every touchpoint. You can’t just slap a screen anywhere. You have to understand the customer’s path through the space, from the entrance to checkout and even beyond, and you have to deliver value at every step. We look at how to optimize the content for specific stages of the customer journey, ensuring the right message appears in the right place, whether it’s educational content near the entrance or promotional offers near the cash wrap. It’s a deliberate orchestration of content and placement of technologies to serve as purposeful allies to shoppers on their journey.

Amanda Starr: Absolutely. And what’s important is making sure the software and content work together without friction. For example, a digital display shouldn’t be showing a stale promotion or irrelevant messaging. The content needs to react to who’s in the store and stay fresh. That’s where we come in – we help clients create smart, responsive systems so the customer’s journey feels seamless and dynamic. Gone are the days when store staff had to manually update screens. We use automation and intelligent systems to pull down stale content and push updates in real time. And it’s more than just flashy tech; it’s essentially about creating an emotional connection through the messaging and visuals that resonate with customers in that exact moment. This way, the store experience feels fresh, intuitive, and engaging every single time.

Future-proofing technology investments

Investing in digital signage can be a daunting task, especially with the rapid pace of technological advancements.

Matt Wilson: When you’re advising clients on splurging for 3,000 new screens or upgrading software, how do you make sure they don’t end up regretting it six months later?

Amanda Starr: We’re big on the 'crawl, walk, run' approach. We start by solving today’s problems but always keep an eye on what’s next. For example, if a convenience store wants their coffee machines to sync with their audio system down the line - where the machine triggers audio when the coffee is ready - we ensure their current infrastructure can handle that future. We want our clients to invest in systems that will grow with their vision, not limit it. The hardware and software decisions we make today aren’t just about immediate needs, they’re about making sure you’re set up for long-term success. Whether it’s screens that can adapt to new resolutions or platforms that integrate with future AI tools, we’re constantly looking at how today’s investment pays off five or even ten years down the road.

Beth Warren: Exactly. Let me give you an example: one of our clients, Freddy’s Custard and Steakburgers, made a major investment in their [network] infrastructure. They understand that advancing technology is inevitable, so their setup is designed to adapt without having to rebuild from scratch. This kind of future-proofing allows us to layer in the latest tools and capabilities without going back to square one. For instance, we worked with them on building a network infrastructure robust enough to handle future innovations like AI-driven content delivery and dynamic personalization. It’s about creating a foundation that not only supports current needs but also enables growth and scalability as technology evolves. We want clients to see their tech investments as a step toward a long-term digital evolution, not just a short-term solution.

Personalization and AI: the next frontier

Artificial intelligence is making digital signage smarter and more reactive, but where do we draw the line between automation and the need for human creativity?

Matt Wilson: AI… it’s everywhere. But how is it shaking up digital signage?

Beth Warren: AI is incredible for automating processes, but it’s not replacing human insight anytime soon. It’s fantastic for self-healing systems and for real-time adjustments based on sales data or customer behaviors. But where we see the magic is combining AI’s efficiency with human storytelling. AI can tell us that sales of iced coffee spike at 3 p.m. on hot days, but the narrative around why iced coffee fits perfectly into that moment for the customer still needs a human touch. We use AI to gather insights, like what items are trending or what’s not moving fast enough, and then integrate those insights into a compelling, creative story that resonates with shoppers in the moment. AI gives us the data to make smart decisions, but creativity brings it to life.

Amanda Starr: Right. AI makes things smarter and faster, like reacting instantly when hot food is about to expire by pushing a 50% discount ad. It’s especially transformative in quick-service restaurants, where POS systems can integrate with signage to suggest complementary items or manage inventory. And it’s not just about reducing waste, it’s also about creating an experience where customers feel like the brand knows what they want. We’ve worked with clients to integrate weather-triggered content, like promoting iced drinks on hot days or hot chocolate when it’s snowing, which brings personalization to a whole new level. But at the end of the day, while AI handles the automation, humans bring the creativity and emotional intelligence to tell the right story. The future of retail is about balancing those elements.

The power of immersive experiences

Retailers are discovering that customers crave more than just products: they want experiences. Today’s hottest trends, from stunning LED displays to analytics-powered personalization, are reshaping customer engagement.

Matt Wilson: Alright, Beth, Amanda, give us the scoop. What’s hot in digital signage right now?

Beth Warren: Direct-view LED displays are taking over. The visuals are sharper, the colors more vibrant, and they’re incredibly versatile for creating those ‘wow’ moments. But what’s equally exciting is anonymous analytics. We’re talking aggregated, non-intrusive data that helps tailor content to the audience in real-time. And, of course, immersive experiences are huge. People want to step into spaces that make them go, ‘Wow, I can’t get this online.’ Imagine walking into a store where the screens and content change dynamically based on time of day, the crowd’s demographics, or even current events. That’s the kind of experience that keeps people coming back.

Amanda Starr: Exactly. And it’s younger consumers who are driving this shift. They want personalization at scale, meaning the feeling that the brand understands them, even in a crowded store. That’s the next frontier, and it’s not easy, but it’s what separates the leaders from the followers. Take Puma’s flagship store in New York, for example. Their digital signage creates a fully immersive shopping experience, where every screen and display feel like part of a cohesive journey. It’s inspiring, it’s exciting, and it’s memorable. That’s the bar brands must hit now.

Real-world success stories

Nothing beats a great case study. Here, Beth and Amanda highlight the brands that are excelling at leveraging digital signage to build loyalty, drive sales, and create unforgettable experiences.

Matt Wilson: So, who’s nailing it, in terms of using digital signage effectively in the retail environment? Who’s out there making the rest of us look bad?

Amanda Starr: Lululemon comes to mind. They’ve mastered the art of connecting their digital signage to their brand and customers. Even their checkout screens inspire additional purchases! And Taco Bell—they’ve turned their menu boards into a cultural phenomenon. Their limited-time offers and digital storytelling keep people coming back and sharing their experiences online. Plus, their ability to engage customers on social media amplifies everything their digital signage accomplishes in-store.

Beth Warren: Panera and Freddy’s are great examples, too. Panera’s recent menu overhaul was entirely driven by customer feedback. Their signage is now part of a broader experience that feels intuitive and responsive. Freddy’s, on the other hand, uses their signage to test concepts before rolling them out.

In-store experiences in the QSR environment

Quick-service restaurants (QSRs) are leveraging AI and POS data to create seamless, personalized in-store experiences.

Matt Wilson: When it comes to connectivity in retail systems, how are point-of-sale (POS) systems influencing customer interactions and in-store experiences?

Beth Warren: It’s the future of quick-service restaurants (QSR) and digital integration. When a customer orders a bagel, for instance, the system instantly suggests cream cheese. If the weather is hot, it pushes iced coffee. It’s all about reacting in real-time, powered by AI and POS data. It even goes as far as tracking expiration times for hot foods. If an item is about to expire, a 50% discount can be triggered, reducing waste. The result is a seamless interaction between technology, advertising, and in-store staff to improve efficiency and minimize waste.

Amanda Starr: Exactly, Beth. It’s about creating a cohesive experience. The cashier reacts to these prompts, the digital signage updates accordingly, and everything works together to enhance the customer journey.

Shining examples, zoning laws, and global impact

Digital signage, like the immersive AI-powered displays at the AT&T Discovery Center, showcases how technology can transform environments into cohesive, engaging experiences. While zoning laws and compliance pose challenges, retailers are making the most of connected ecosystems to bridge online and offline interactions seamlessly.

Matt Wilson: What role do external factors, like zoning laws, play in the evolution of digital signage?

Amanda Starr: Zoning laws and compliance restrictions are real obstacles. Sometimes they’re around what content can face the road or how displays are integrated – either way these regulations can limit creativity. That said, we’ve seen clever workarounds.

Beth Warren: We’re finding that wrapping entire buildings in LED might not always be the best approach. Instead, the best way to make a situation work when there are external restrictions is to know how to leverage a connected ecosystem, from online to offline and back again. Window posters or exterior tech can work when they’re purposeful, but the key is connecting everything cohesively.

Amanda Starr: It’s a full marketing and store strategy that’s needed. You draw people in through external media, then speak to them differently once they’re inside.

Matt Wilson: Are these innovations being applied globally, or is this primarily a North American trend?

Beth Warren: Right now, our focus is North America, with operations across the U.S. and Canada. We’re expanding into Mexico, particularly in the convenience space, and recently introduced a version of our software to Europe, the Middle East, and Africa.

Influences – and how to stay in touch

Matt Wilson: I have a question as we burn down to the close here for each of you: what are you reading to stay ahead (or listening to, if it's a podcast)? What's on your bedside table?

Beth Warren: Reading is how we stay current, and it develops our vocabulary for understanding and being able to present what we do with specificity. The journals that I read that I really like are from McKinsey, Deloitte, PSFK, and Retail Touchpoints. I also like to approach environments like they’re laboratories– believe it or not, everything is a laboratory. So, I'm out walking the streets, paying close attention to what’s happening. I do what I like to call my “digital retail safaris”. Those are very, very helpful at giving us clues to what we think is good and what isn't so good, and we learn from those as well.

Amanda Starr: Those are some of our best learnings, right, Beth? When Beth and I get into a new city, we spend hours walking around or shooting each other pictures. We learn so much from those immersive moments. It really drives what we do together quite a bit.

Matt Wilson: How does anybody get in touch with you or see some of the software experiences that you have?

Beth Warren: It’s super easy. You can find us at www.cri.com, and from there you can explore whatever your vertical, solution, or use case preferences might be.

Matt Wilson: Thanks for joining us on Burning Questions. I'm sure we'll find some time to work together. I think we'd be great partners in the future.

Amanda Starr: Thanks for having us, Matt. It’s been fun.

Beth: Yes, thank you, Matt.

For the full-length interview with Matt, tap here.