When it comes to digital signage, the times, to quote an old Bob Dylan song, are “a-changing.” The scope of digital signage is no longer limited to “way-finding” (directions to a certain department in a store, for example) and the flashing of simple messages (such as the ticket number of a customer currently being served in a deli).

Today’s forward-thinking retailers and foodservice operators have begun to experiment with more sophisticated versions of digital signage. For example, some retailers and restaurants are interfacing digital signage with point of sale solutions like pcAmerica’s Cash Register Express and Restaurant Pro Express, configuring their systems to present different messages to shoppers on customer display screens as they wait to pay for their purchases. In certain cases, digital signage is integrated not only with the point of sale system, but also with the inventory control system. Digital content then changes based on real-time transaction data. For instance, suppose you own a variety store, it’s the end of the summer, and you’re using digital signage to promote beach toys at a low price. When the last toy is sold, the digital piece is updated so that this message stops appearing and another one—perhaps reminding shoppers that it’s time to buy school supplies—takes its place.

Meanwhile, restaurateurs have begun to replace static menu boards with digital menu boards whose content changes to spotlight different bills of fare or menu items during individual dayparts—for example, egg sandwiches at breakfast time and special sandwich combos at lunchtime. Digital signage in the form of digital menu boards is also being used by foodservice operators to convey promotional messages, as well as to increase revenues by featuring advertisements for products (like branded beverages) that are served in their restaurants.

For more information on retail and restaurant point-of-sale systems, contact pcAmerica.