Marketing Innovation: Digital POS Display

The future is here: using innovative digital POS displays and mixing technology-enabled experiences in physical stores with internet or mobile sales components is now a top trend.

The remarkable fringe-branded Walls, with a digital screen on the front size, have recently attracted our attention at the trade show in Hong Kong. Not just an ice-cream fridge, but a unique point-of-sale display: with eye-catching and colourful animated advertising messages, it will not let you just pass through.

Wall’s is a famous ice cream brand owned by Unilever conglomerate, and their creative and smart idea of using the door of the refrigerator as a place for digital advertisements will definitely be successful.

How Wall’s Transformed an Ice Cream Freezer Into a Digital POS Display

Today’s market is offering a large variety of digital advertising displays ranging in size from small video cards to huge screens several meters high. These smaller-sized digital advertising displays bring visuals or videos to areas in-store that were never before possible and are ideal for integrating into POS displays to get your brand’s message across to your target audience. See how Adidas have applied them in their stores:

The high-quality, low-cost screens are available with various options to suit your digital requirements and have such benefits as:

1. It attracts attention through movement

Animated content naturally creates more visual interest than static printed graphics. In a busy retail environment, movement can help interrupt a shopper’s usual path and encourage them to look toward the display.

2. It communicates beside the product

The promotional message appears directly where the purchase decision is taking place. Customers do not have to remember an advertisement they saw elsewhere in the store.

3. It maximizes existing retail space

Integrating a screen into a freezer, shelf, endcap, or display header allows brands to add digital communication without introducing a completely separate fixture.

4. It supports multiple campaigns

The screen can potentially display different product launches, seasonal messages, promotional mechanics, or brand videos without replacing the main physical structure.

5. It creates a more modern brand experience

How Brands Can Use Digital POS Displays

1. Demonstrate Product Features

Some products require more explanation than packaging alone can provide.

A screen can show how a product works, highlight important functions, compare different models, or demonstrate the product in a real-life setting. This is especially useful for:

• Consumer electronics
• Beauty devices
• Household appliances
• Tools and equipment
• Automotive accessories
• Fitness products
• Complex food preparation products

A short demonstration can answer common questions before the shopper speaks with a sales representative.

2. Promote Limited-Time Offers

Digital displays allow brands to update promotional messages more efficiently than fixed printed graphics.

Digital integration can make familiar retail equipment feel more innovative. This is especially valuable for brands competing for visibility in crowded FMCG and convenience-store environments.

Digital screens can be found both in in-store and outdoor marketing. They will be a perfect decoration for your shop window as well: see Chanel example.

3. Support Product Education

Digital displays can help customers understand ingredients, materials, manufacturing processes, sustainability information, or product origins.

For example, a cosmetics display could explain how to use a skincare routine. A beverage display could introduce flavour profiles or recommended pairings. A technology display could guide shoppers through the differences between several product models.

This educational role can help reduce uncertainty and make the purchasing decision easier.

4. Create Interactive Retail Experiences

Screens do not have to play videos continuously. They can also respond to customer actions.

Possible interactions include:

• Pressing a button to select product information
• Touching a screen to browse options
• Lifting a product to activate a video
• Approaching the display to trigger animation
• Scanning a QR code for additional content
• Completing a quiz for a product recommendation
• Customizing a product before purchase

Interactive features encourage customers to spend more time at the display and create stronger opportunities for brand engagement.

5. Connect Physical Retail With Mobile Marketing

A digital point-of-sale display can act as a bridge between the store and a brand’s online channels.

Customers may be invited to:

• Scan a QR code
• Join a loyalty programme
• Access an online catalogue
• Watch a longer product demonstration
• Download a coupon
• Enter a competition
• Save a product to a mobile shopping list
• Follow the brand on social media

This gives the campaign a measurable digital extension rather than limiting the interaction to the shop floor.

6. Improve Shop-Window Communication

Digital screens can also be integrated into window displays.

Motion and changing content can attract attention from people passing outside the store, even when they have not planned to enter. Fashion, beauty, hospitality, automotive, and electronics brands can use window screens to promote launches, collections, events, or seasonal campaigns.

However, brightness, viewing angle, screen protection, and sunlight exposure must be considered during development.

Useful Digital POS Display Features

The most appropriate specifications will depend on the retail environment and campaign objectives. Common features include:

Programmable Content

Videos, images, pricing, and campaign messages can be loaded through USB drives, SD cards, local networks, or connected content-management systems.

Remote Content Updates

Connected displays may allow campaign teams to update multiple screens from one location. This can help brands maintain consistent communication across several stores.

Motion Activation

A sensor can activate the content when a shopper approaches. This reduces repetitive playback and helps make the interaction feel more responsive.

Push-Button Controls

Buttons can trigger different videos or product explanations. This is useful when several product variants are displayed together.

Touchscreen Navigation

Touchscreens allow customers to explore product ranges, compare specifications, view colours, or find recommendations.

Portrait or Landscape Orientation

The correct orientation depends on the available fixture space, viewing distance, content format, and placement within the store.

Integrated Audio

Speakers can support demonstrations or campaign sound effects. Audio should be used carefully, however, as repetitive sound can become disruptive in shared retail spaces.

Battery or Mains Power

Battery-powered displays offer more flexibility, while mains-powered systems may be more suitable for permanent installations or screens that operate throughout the day.

Customised Frames and Housings

The electronic components can be incorporated into branded structures using colour-matched finishes, printed graphics, moulded elements, illuminated logos, or product-inspired shapes.

How to Make a Digital POS Campaign More Effective

A successful digital display combines technology, physical design, relevant content, and a clear shopper journey.

Consider these practical improvements:

1. Position the screen near eye level so that customers can see the message without bending or searching.
2. Keep important content close to the product to maintain a direct connection between the message and purchase opportunity.
3. Use motion strategically rather than filling the screen with constant visual activity.
4. Add one clear call to action, such as “Scan to Learn More,” “Choose Your Flavour,” or “Watch How It Works.”
5. Coordinate the screen with the physical display, using consistent colours, shapes, typography, and product imagery.
6. Prepare content for silent viewing, since audio may be turned off or difficult to hear in busy stores.
7. Measure meaningful actions, including QR-code scans, button presses, content views, dwell time, samples distributed, or sales uplift where tracking is available.

How ODM Can Support Digital POS Display Development

Creating a digital POS display requires coordination between industrial design, graphic design, electronic components, prototyping, manufacturing, and retail installation.

ODM Group can support brands from the initial concept through production by assisting with:

• Campaign ideation
• Display design
• Electronic component sourcing
• Structural development
• Material selection
• Graphic integration
• Prototyping
• Manufacturing coordination
• Quality control
• Packaging
• Logistics

With teams in Hong Kong, China, and Vietnam, ODM works as a product development and sourcing partner for brands requiring customized in-store POS solutions. The company also operates a dedicated creative design studio and buying office to support end-to-end project management.

Final Thoughts

Digital POS displays allow brands to turn shelves, freezers, counters, windows, and display stands into more active marketing channels.

The Wall’s freezer is a strong example because the digital screen is not separated from the product experience. It is incorporated into the fixture that customers already need to approach when making a purchase.

However, adding technology alone does not guarantee a stronger campaign. The most effective displays use digital features to solve a specific communication problem, improve product understanding, or make the buying experience more engaging.

Planning an interactive retail campaign or customized digital POS display? Contact the ODM team to discuss display design, prototyping, sourcing, manufacturing, quality control, and delivery.

The most updated digital POS displays can automatically change the message by location on an unlimited number of devices and screens in every store in the chain, update displays as the inventory changes, removing promotions as the stock runs out, or swap messages automatically based on the time of day or even the gender and age of the person viewing right now.

Interested to find out more about innovative promotions? Feel free to contact the ODM Team!

Here are a few other innovative POS Displays that might inspire you.

Also have a look at our related topic about video cards: Promotional Video Cards 

Frequently Asked Questions (FAQs):

What is a digital POS display?

Digital advertisement displays are colourful, interactive, eye-catching, and provide one of the most successful ways for passers-by and potential customers to see promotional information about your brand. They can be used to display video, images, or even audio.

Where can i use a digital POS display?

Because of how engaging and appealing they are, they have to be in great vantage points where they are bound to be noticed. Examples of these are in stores or at duty-free aisle or even big buildings. Anywhere actually where there is a significant influx of people is a great location. Even better if your brand's product is within reach of the display.

What do I stand to gain from a Digital POS display?

Regardless of the industry you work in, digital POS displays are bound to not only give your brand more exposure but also impress your customer and inspire sales. It is also a great way to pass across information. So whether you work in retail, leisure, beauty, or are looking to breathe new life into a reception area, digital displays are exactly what you need.

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