online and in-store shopping.” As Davies describes, these clients now expect digital signage solutions to include tech such as QR code integration, real-time stock updates, and dynamic promotional content. As he puts it: “Digital signage is increasingly becoming a strategic sales and customer engagement tool, rather than just a marketing display.” FASTSIGNS Leeds is no stranger to this shift, having supported the Trinity Kitchen concept at Trinity Leeds Shopping Centre by replacing traditional printed posters with dynamic digital screens to showcase the rotating street food vendors at the centre. Content could be updated remotely with each new residency, with the aim of helping to maintain excitement, improve flexibility, and drive footfall. Davies points to this as “a clear example of how retail signage is evolving into a live, revenue-supporting platform.” Conversely, Davies suggests that there has been a slight cooling for digital in the traditional corporate office sector, particularly for basic lobby screens. He continues: “While premium headquarters still invest in large-scale, high-impact video walls, mid-market offices are moving away from passive displays that simply show news or weather. This is largely driven by tighter budgets, hybrid work reducing footfall, and a shift toward ROI-focused, integrated communication tools rather than standalone passive displays.” However, Davies stresses that this doesn’t mean demand for corporate digital signage is disappearing – it is instead becoming more specialised. In his view, organisations now expect screens to deliver measurable value, such as integration with meeting room booking systems or workplace management platforms. He adds: “In short, customers no longer want a screen ‘just because’ – it must serve a clear, data-driven purpose.” In the opinion of FASTSIGNS, offering digital signage in 2026 is no longer a ‘niceto-have’ extra, with Davies describing it as “mission-critical for any modern sign-making company that wants to remain relevant and competitive.” He concludes: “The industry has moved well beyond the era of vinyl and substrate alone – today’s customers expect their physical environments to be as dynamic and responsive as their digital ones. If a sign-maker cannot provide a credible digital signage solution, they risk being pushed into a sub-contractor role, losing the primary client relationship to IT providers or AV integrators who then influence and dictate the wider signage requirements.” Digital signage is increasingly becoming a strategic sales and customer engagement tool, rather than just a marketing display ▼FASTSIGNS Tunbridge Wells partnered with Pulse Outdoor Media to install robust digital signage for NHS hospitals WORKING WITH DIGITAL SCREENS | JONATHAN PERT 44 email: editor@signlink.co.uk Issue 264 - April | May 2026
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