It’s time to think Motion First

In today’s fast-paced retail landscape, brands are constantly looking for innovative ways to capture customer attention and create meaningful, memorable experiences. Traditionally, the point of sale (POS) has been dominated by static print, posters, flyers, barkers, and signage. However, with the rapid rise of digital screens in retail environments, particularly as seen with Tesco’s increased investment with their number of in-store digital ad screens more than trebling to 6,000* by the end of 2024.

Tesco have also claimed that digital growth will make the medium bigger than television by the end of 2025 – brands can no longer afford to overlook the power of motion and animation at shelf.

Here’s why it’s crucial for brands to embrace this technology and why sticking to static print alone might mean your brand isn’t moving forward.

1. 1. Capturing attention in a crowded space

In a typical retail environment, shoppers are bombarded with countless visual stimuli bright colours, competing offers, and endless choice. In this environment, basic static print simply doesn’t have the same pull it once did. Digital screens, however, are far more likely to grab the attention of shoppers. The dynamic nature of motion and animation attracts the human eye, with movement being one of the most effective ways to break through the noise and draw focus.
Simple digital signage can boost sales volume by up to 31.8% **. A rotating banner, animated offer, or even a moving product demonstration can pique a shopper’s curiosity and keep them engaged longer. With customers spending more time navigating through stores and evaluating products, using animation can significantly boost the visibility and impact of your POS materials.

2. 2. Enhancing brand messaging with motion

While static print is useful for conveying key information, it can sometimes lack the emotional engagement that motion and animation bring. Brands looking to tell a story or evoke an emotional response from their customers can benefit greatly from animation. A simple video or animated sequence can convey much more personality, energy, and context than static print ever could.
For instance, imagine a product launch or seasonal promotion. While a printed poster might showcase the details, a short, animated video on a digital screen could bring the brand story to life highlighting the products features, showing it in action, or presenting customer testimonials. Motion adds a layer of storytelling that engages customers on a deeper level, helping to create a lasting impression that is more likely to influence purchasing decisions.

3. 3.  Adapting to customer preferences and trends

With the constant use of smartphones and social media, consumers have become increasingly accustomed to dynamic and interactive content. Digital media is a part of their everyday lives, from scrolling through social feeds to interacting with videos and gifs. As a result, shoppers expect a similar level of interaction when they enter a physical store.
Tesco’s recent increased spending on its retail media network is a perfect example of how major brands are shifting towards a more engaging in-store experience. By investing in digital screens plus a plan to rollout next-generation handheld scanners, they’re aligning with customer expectations, offering dynamic, real-time content that better connects with their audience. Brands that fail to embrace this change risk falling behind their competitors, especially in a world where consumers are accustomed to personalised, attention-grabbing, and interactive experiences.

4. 4. Real-time adaptability and personalisation

One of the key advantages of digital screens over static print is the ability to update content in real-time. With static print, once the material is printed and installed, it’s fixed until it’s replaced, limiting messaging when it comes to seasonality, events and timely trends. However, digital screens can be updated instantly, allowing brands to tailor messaging based on the time of day, the weather, or even current events such as football scores or fixtures that day.
This flexibility not only keeps the content relevant and timely but also ensures that customers receive a tailored experience, increasing the likelihood of conversion.

5. 5. Increasing engagement with interactive features

Digital screens offer more than just the opportunity for motion and animation; they also enable interaction. Interactive screens, touchpoints, or even motion-sensitive displays can transform a passive shopping experience into an engaging one. Brands can encourage customers to interact with displays, watch videos, access more product information, or even participate in promotions via AR or VR (see our write up on What Gamers Want).
This interactivity creates a sense of involvement and engagement that static print can’t replicate. It gives customers the opportunity to explore products at their own pace, learn more about the brand, and make more informed purchasing decisions. As retailers increasingly invest in such interactive experiences, brands that fail to explore this technology risk missing out on a key avenue for customer engagement.

6. 6. Driving sales and boosting conversion rates

The ultimate goal of any POS is to drive sales. The more effectively a brand can capture attention, engage customers, and communicate its messaging, the more likely it is that those customers will make a purchase. Motion and animation increase the chances of this happening by creating a more captivating, immersive, and persuasive shopping experience.
Studies have shown that digital signage with dynamic content can increase sales by as much as 30% and awareness of the brand by 48%***. With motion and animation, brands can convey promotions, limited time offers, or discounts in an eye-catching way, prompting customers to act quickly before they miss out. Additionally, animated content can be used to highlight popular products or direct attention to newly launched items, guiding customers decisions and driving sales in the process.

7. 7. Sustainability and cost-effectiveness in the long run

While static print materials can be cost-effective in the short-term, they can also require frequent updates, especially for limited-time promotions. In these circumstances, digital screens, allow for more sustainable marketing, with no physical waste and the ability to make changes instantly and remotely. In the long run, incorporating digital into your POS strategy reduces print costs, shipping, and time spent replacing outdated materials.

Tesco’s investment in digital signage reflects an understanding of this long-term efficiency saving on printing costs while enhancing the customer experience. Brands that embrace digital screens will likely find that, over time, the investment pays off in both sustainability and profitability.

Conclusion: Motion First and the future of in-store marketing

The retail environment is evolving, and brands must evolve with it. Static print materials are still serving their purpose, but with the rise of digital screens and consumer demand for more dynamic, engaging experiences, brands that ignore the power of motion and animation in their in-store POS strategy risk missing out on critical opportunities to engage with their audience.

By investing in animated content and digital screens, brands can create more compelling, attention-grabbing experiences that drive higher engagement, boost sales, and meet the expectations of today’s digitally savvy consumers. With competitors like Tesco leading the charge, it’s clear that embracing digital screens is not just a trend but an essential strategy for modern retail success.

And we at Golley Slater are endeavouring to make our clients and their brands think in a ‘Motion First’ perspective, to think about the potential of storytelling via a digital screen as their first thought rather than a static approach. Yes, cardboard will continue to be used but incorporating a screen can help drive those sales and in my mind the quality of the creative!

If you’re interested in transforming your ideas into a dynamic and impactful motion project, feel free to get in touch with us at consumerbrandsteam@golleyslater.co.uk

Aaron McCarthy
Senior Creative