Each year, when I step into the classroom for the Master in Fashion & Luxury Management, I’m met with the same subtle moment of surprise. Despite this being the third edition of my module on Digital Signage in Customer Experience, the expressions on students' faces remind me of something critical: the journey from understanding theory to experiencing digital signage in action is anything but linear. It’s a path that moves from “slides to videowalls” from academic content to the living, breathing sensation of a platform coming to life.

The Unexpected Gap

When I first introduced the idea of adding a module on Digital Signage to the curriculum, some colleagues were skeptical.
“Why Digital Signage?” they asked, with a raised eyebrow and a curious tone. That same skepticism is something I now regularly recognize in students. Many can't initially visualize how dynamic content appears on screens in retail environments. It’s like lifting the curtain on a stage production—what looks simple on the outside hides a complex ecosystem of workflows, planning, integration, and cross-platform synergy.

The Transformation: From Static to Digital-Physical

I’ll never forget the moment in 2023 when I displayed a chart from Voome showing a +32.8% increase in foot traffic for stores using dynamic digital displays compared to static ones.

That data point was more than a statistic—it was a mindset shift. It catalyzed curiosity in the classroom and set the tone for the entire course.

I supported it with equally compelling insights:

• According to Gartner, 80% of companies with an omnichannel vision outperform competitors.

• Havas Commerce reports that 71% of consumers dislike impersonal experiences.

That’s when students start to see Digital Signage for what it truly is: not just an accessory, but a strategic touchpoint embedded in a seamless customer journey.

Storytelling with Real-World Cases

After laying the theoretical foundation, we dive headfirst into real-world use cases—directly from Voome.com.

One standout story features a luxury beauty store that:

• Schedules geo-targeted content in real time, customizing messages based on each location.

• Integrates its CRM and social platforms for a fluid online–offline experience.

• Deploys a Personal Shop Assistant on interactive displays, enabling one-to-one upselling—essentially, a digital sales associate.

Each case becomes its own story complete with metrics, visuals, and powerful success stories that fuel inspiration.

Building a Strategy: From Thinking to Doing

Then comes the moment to shift from listening to doing. I introduce the Retail Communication Strategy Model Canvas, guiding students through essential strategic questions:

• What assets and tools are already available?

• Who are your key ambassadors and touchpoints?

• What KPIs do you track, and how often?

Together, we build customized workflow templates covering everything from content briefing and creation to scheduling and performance monitoring.
It’s during these sessions that the “digital thinker” inside each student begins to emerge, transforming ideas into actionable plans.

The Demo: Where the Magic Happens

And then, the moment that ties it all together: a live demo.

I grant full access to the Voome platform and connect it to the videowall in my office via livestream. Students upload their content, hit publish—and boom—it’s live across real screens in real time.

That moment never fails. I watch their eyes light up with wonder as the theoretical becomes real. That’s the magic spark: the exact point when understanding turns into passion and they unknowingly become future advocates for this technology.

From Niche to Necessity

Just four years ago, Digital Signage was a niche topic almost esoteric in some circles.

Today, it’s an exponential-growth market and a must-have for industries ranging from retail and hospitality to events and even corporate internal communications.

The message I share at the end of every session is clear:

“We need more evangelists, more storytellers, more strategic thinkers. The future of omnichannel doesn’t live in apps alone—it lives on physical screens too.”

Because if you don’t understand the power of digital signage today, you may find yourself off-stage tomorrow.