23-05-2025
Signs of life in retail tech shift
It has been a long time since 'IT' has meant simply computers, and nowhere is that clearer than in retail. While digital signage is not entirely new to the market, it is developing as a technology and changing how retailers sell.
'We're seeing a fusion of IT infrastructure and visual technology – retailers need both to deliver frictionless, omnichannel experiences,' said Paul Matthews, head of sales at Avitor Audio Visual and IT.
Today, Avitor, through its channel partner network, delivers, for instance, TP-Link enterprise-grade wi-fi and network setups for reliable customer and in-store device connectivity and integrated systems that allow digital signage, EPOS, inventory, and customer analytics platforms to speak to each other.
Technological development never stops, though. Most recently, Matthews said, there has been a move toward smart stores with connected sensors, smart displays, and edge-computing capability.
Consequently, signage can target its message according to not only location or time of day, but even the person approaching it, noting their age group, their gender or even their mood.
Naturally, this development is driven by not only the massive increase in processing power delivered by cloud computing, but also artificial intelligence (AI) technology such as machine vision.
'The cloud, and AI most recently, are crucial technologies, using a mix of sensors and cameras and POS (point of sale) information to deliver the right message at the right time – and to the right person. Also, with the creation of the content you want to publish, AI has played a big role in that,' Matthews said.
Avitor, which distributes technology from global leaders including NowSignage, Allsee, Newline, LED Studio, TP-Link, and Yealink to 190 partners not only in Ireland, but also Britain, has seen first-hand how retailers are embracing these new capabilities. The company recently opened its state-of-the-art showrooms in Swords, County Dublin, where retail partners can experience these advanced signage solutions in person, showcasing the full range of interactive displays and integrated systems and allowing potential clients to see exactly how the technology could transform their own retail spaces.
Insights from the field
Irish retailers are approaching digital transformation with a characteristic blend of pragmatism and innovation, according to Matthews.
'What we're consistently hearing from our Irish partners isn't about wanting technology for its own sake. They want reliable systems that deliver real ROI (return on investment), not just flashy tech,' he said.
Working with Irish brands across various retail sectors, several clear patterns have emerged, Matthews said. Firstly, a strong demand for cost-effective, managed signage solutions that don't require specialist in-house expertise to maintain.
Secondly, there is the growing interest in analytics-driven signage that can measure customer engagement metrics such as dwell time, demographic information, and interaction rates. 'Retailers are particularly savvy about wanting data that helps them optimise both their digital content and their physical store layouts,' said Matthews.
This insight-driven approach has helped Avitor's channel partners deliver solutions that genuinely address retailers' needs rather than simply following global technology trends.
'What works for a shopping centre in London or New York might need significant adaptation for the Irish market, and what works in one location or sector may also differ,' Matthews said. 'Our partners excel at making those translations.'
It goes almost without saying that the shift in market needs has been met by a democratising of the technology. 'Digital signage used to be only for big products, say something like a car, now it is used to sell products for a few euro,' said Matthews.
Avitor's channel partners can create payment plans to finance the technology, with no minimum order.
What this means in practical terms is that bricks-and-mortar shops can not only make more of the experience that online shopping can never deliver, but it can also enjoy some of the technological advantages that were once only available in e-commerce.
'It could be one screen or a hundred, an independent food outlet of a huge chain, and for many retailers, part of what this is about is upgrading the store, with the updating of signage as part of that. It's absolutely not specific only to high-end retail,' he said.
Crucially, this technological advancement has coincided with greater ease of use and familiarity with content creation tools. 'Ease-of-use has improved, and in addition people are used to the technology. Young people are used to creating content; really everyone is a content creator.'
Ultimately, the value proposition is simple, Matthews said: Aviator's vision is to deliver technology that works, scales – and that pays for itself.
'Today's retailers need screens that sell and networks that never drop – that's where we come in,' he said.
