As technology continues to improve customer engagement opportunities, digital signage is rapidly becoming an integral part of the marketing mix, according to research from cloud-based digital signage platform SignStix.

In a recent whitepaper, The Key Facts Behind the Accelerating Adoption of Digital Signage, the firm says forward-thinking corporates are ceasing the opportunity to attract attention, leverage in-store sales and influence up-sell purchase decisions with digital signage.

The research says digital signage acts as canvas for unlimited marketing content, and catches the attention of 63% of people.

According to the research, 84% of UK retailers say  digital signage created brand awareness, as well as other benefits including low costs, flexibility and high impact.

The study shows 42% of retail video viewers prefer stores with video displays, worth perceived waiting times reduced by 35%.

Half of the top 100 retailers in the USA are testing beacons in 2015, according to the study. Beacon technology allows digital signage to display personalised messages to customers.

The research shows over 60% of buying decisions are made at the point of sale, and digital signage can trigger an upswing in sales of almost 32%

“The dependence on digital has changed the retail environment when it comes to customer experience,” SignStix says in a company blog post.

“With the vast amount of content available for retailers to use, it is in their greatest interest to implement digital experiences to enhance customer experiences.

“One of the principal endpoints which is being used across many stores is digital signage. It can be tailored and deployed to whatever the operator chooses, and more importantly can be changed based on the target customer.