Digital, But Never Digitally Only: Act Better With Digital and Traditional Advertising.
Significantly More Digital, Analogously Different: The Right Mix for Top Retail Performance.
At DMS, we often say: “Digital, but never digitally only.” Because for us, digital solutions are only successful when they meet the highest standards — and when they work in harmony with analog tools. In retail advertising especially, digital and analog are the perfect team.
Digital + Analog — It's a Match!
Media outlets like Horizont and Computer Partner have recently highlighted this trend: the winning formula in retail lies in a smart blend of traditional advertising and innovative point-of-sale solutions. This combination is what adds true value in today’s multi-channel marketing mix — making campaigns more colorful, emotional, and engaging.
At DMS, we’re proud to be one of the leading digitization partners and retail specialists. And yes — we’re seeing a clear rise in demand for concepts that blend content, entertainment, and technology to create meaningful brand experiences.
The Point of Sale as a Point of Innovation.
So how do we actually capture attention at the point of sale? Traditional media may no longer be the ultimate solution for commercial success, but they still serve as the important first step — the gateway into a marketing journey that ends where it should: with the product in the customer’s hands.
What completes that journey today is a smart extension of classic campaigns at the POS. This is where digital channels like digital signage, in-store radio, custom music streams, and product presentations play their strongest role — turning physical stores into dynamic spaces full of innovative marketing opportunities.
The Perfect Place to Evolve the Campaign.
Too often, companies simply mirror their traditional content at the POS. But what’s the point of replaying a TV ad in-store if the customer has already seen it at home? That’s a missed opportunity. Instead, these channels deserve custom, targeted campaign extensions. At the POS, messaging can be more personal, more direct, and more emotionally impactful. Here’s a simple example: a retailer distributes a flyer — still a fantastic traffic driver — to highlight special offers. Once customers are in-store, in-store radio reinforces these offers in a more personalized, entertaining format. Paired with complementary Digital Signage content, this creates a well-rounded, emotionally resonant experience that supports purchasing decisions.
So why go to all this effort?
Because It Works: Boosting Sales Through Digital Media and In-Store Radio.
At DMS, we activate digital tools where they matter most — at the point of purchase. Our goal is to turn foot traffic into conversions using consistent messaging across every touchpoint. Whether it’s in-store radio, Digital Signage, Endless Aisles, or interactive product advisors, our digital solutions are designed to create moments of surprise, relevance, and delight — the kind of "wow" experiences that drive both engagement and sales. The secret? Digital media must add real value for customers. We find the sweet spot between Information and entertainment.
It’s Wow or Never.
That sense of comfort, attention, and excitement is what defines a great shopping experience — one that leads to more full carts and happy customers. And that’s the beauty of new retail marketing: it can be simple, elegant, and effective all at once.
Don’t miss the potential of today’s modern digital tools — friendly, intuitive, and powerful. We’ll be happy to advise you. And of course, we’re always here as your trusted digitization partner if you’re ready to deliver the next wow experience in retail. Because at DMS, if it’s not wow — it’s not from us.
