Why Digital Signage Strategy Must Lead Technology
June 17, 2025
At the invidis Digital Signage Summit 2025, our CEO Pontus Meijer joined a panel to explore the evolving role of in-store communication. One insight stood out: digital touchpoints aren’t just screens. They are strategic assets.
Some inspire. Some drive conversion. Others monetise space through in-store retail media. However, all aim to achieve the same goal: engaging audiences anytime and anywhere. The real challenge is ensuring every touchpoint has a defined purpose.
A Shift in Perspective
At Visual Art, we believe it’s time to think beyond the screen. That’s why we advocate a strategy-first approach where business objectives shape design and technology decisions, not the other way around.
We start by asking:
- What role should this touchpoint play?
- What customer behaviour do we want to influence?
- What defines success for the business?
Only after answering these do we select technology or define a content plan.
This mindset forms the basis for a broader way of thinking about in-store communication. One that integrates creativity, technology and purpose more deeply than ever before.
More Than Digital Signage
Too often, technology is mistaken for strategy. But no platform, no matter how advanced, can deliver impact if it’s not guided by clear objectives and creative vision.
Visual Art began as a creative production company in 1997. Our move into technology wasn’t about chasing trends, but about enabling creative ideas to scale.
“We evolve not because change is fashionable, but because our customers’ needs evolve. If you’re not developing, you’re falling behind,” says Pontus Meijer, CEO, Visual Art Group.
Creativity powers the experience. Technology makes it work. Strategy keeps it aligned.
Towards a New Standard
As the industry matures, the most forward-looking brands are rethinking how in-store communication is planned, executed and measured.
In this context, in-store retail media is a transformative opportunity. More than a revenue stream, it’s a catalyst for reimagining how screens are used from passive displays to dynamic, performance-driven media assets. But without strategic clarity, this potential goes untapped.
We see a growing demand for a more integrated model. One that unites strategy, content, design and operations into a single, outcome-focused discipline. A model we refer to as In-Store Experience Management (IXM), a holistic approach that helps brands move beyond traditional digital signage and unlock the full value of every in-store touchpoint.
This is how we support our clients in navigating today’s complex customer journeys. Turning fragmented touchpoints into orchestrated experiences that are scalable, measurable and human-centered.
Looking Ahead
Our industry stands at a crossroads. The full potential of digital signage will only be realised when strategy comes first.
If you’re ready to move beyond complexity and start building a digital signage network and communication that performs, please get in touch with our Head of Sales, Andreas Ström.
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