How much does digital signage for a shop window cost?

Price estimate for installing your digital signage

Getting a price estimate for installing digital signage in a shop window means solving the following sum: Screen + Player + Mount + Software + Services = the price of your digital signage. But the result can vary enormously depending on the quality of the hardware, the services that go with it and your own specific requirements. Even so, here is a figure to start from:

• Ready-to-use screen (excluding associated services): €1,200 excl. VAT is the lowest we have seen.

If you would like a precise estimate, our teams are on hand to cost up your company's project.

How do you calculate the cost of digital signage in your shop window?

Let's now go through each part of a project one by one, so you can see how every element weighs on the cost of digital signage in a shop window.

Choosing the screen type and the technology

The choice of screen type and technology (LCD, LED and so on) accounts for a sizeable share of the final price of a window display project. First, and logically enough, the bigger the screen, the higher the cost.

The technology you choose matters too: the panel type, the resolution and the brightness (measured in cd/m²) are essential criteria if the display is to stay visible in a shop window.

You can certainly buy a standard screen for a hundred euros or so, but a shop window is a demanding place to work: brightness levels, operating hours and temperatures are all relatively high in that setting. The screen therefore has to be bright enough (at least 2500 cd/m2) to stay readable, even in full sunlight.

In the same way, a double-sided screen, able to show content both to the street and inside the shop, will cost more than a single-sided model.

Finally, extra features such as ambient light sensors that adjust the screen automatically, or additional connectivity options, will inevitably push the price up.

And what about the mount? Some display screens designed specifically for shop windows come as a totem, with the stand already included. Depending on your setup, though, you may want to fix your screen to the ceiling, or simply to a wall.

Allow an extra €150 excl. VAT as a minimum for a proven professional floor-mounted window stand. A larger budget opens the door to more advanced products: free-standing mounts, motorised mounts, mounts that stack two screens, and so on.

The screen: from €1,000 excl. VAT

So do not expect to find a window screen whose spec sheet matches the operating demands of a shop window for less than €1,000 excl. VAT.

At that price you will get entry-level screens in a minimum size of 32 inches (80cm). For the know-how of a well-known brand (Samsung, iiyama and the like), the starting budget is closer to €2,000 excl. VAT.

The digital signage player

Let's start with a reminder: the player is the box that connects your screen to your digital signage software. Take Touchify as an example: the player is usually a mini-computer running the "player" application, which is what broadcasts your advertising content.

You can, however, do without a box altogether if you choose a window screen with a built-in player (Samsung Tizen, for instance). In that case the Touchify application is installed directly on the screen.

Broadly speaking, several factors need weighing up: compatibility with the various multimedia content formats (video, images and so on), power consumption, connectivity and the way power-on modes are handled. A good player also has to handle high-definition video streams and the most demanding animations without stumbling.

The player: from €40 excl. VAT

If your window screen has no player of its own, the cheapest route is probably a Raspberry Pi4 for a few tens of euros.

For a more advanced setup, a mini PC starts at around €400. Some software vendors offer their own in-house players, but be careful about how far they can be upgraded.

The cost of digital signage software

The cost of digital signage software is not always the largest line in the budget, but the choice should not be taken lightly. It commits you for the long term. Do you really want to rebuild all your content from scratch because you did not take the time to think your needs through?

As a reminder, the software sits at the heart of your visual communication strategy: it is what lets you manage, schedule and broadcast content on your window screen.

The good news? It can cost you nothing at all. Be warned, though: at that "price" you will have to get technical. Many solutions are developed as open source and call for IT skills, not least to set up the servers. Feature-wise, you get the essentials, no more and no less.

Some software, Touchify among it, goes beyond simply playing back playlists: with a built-in creative studio, it lets you design fully customised content without turning to third-party tools.

Advanced features such as scheduling the screen remotely, updating content in real time, data analytics, interactivity and connections to third-party tools will also affect the final price.

The software: from €0... still excl. VAT!

At last, something you can get for free! But be warned: at that "price", as you will have gathered, you have to get technical and not ask for too much.

Usually sold as SaaS on a monthly subscription, professional software suited to shop windows starts at around €10 and runs up to a hundred euros or so for advanced needs specific to certain markets (real estate, for example).

Installing and maintaining the system

Installing the system often calls for professionals, to make sure your screen is mounted safely and in the best possible position. This step can add anything from a few hundred to a few thousand euros to the initial cost, depending on how complex the project is.

With a SaaS solution, software updates are automatic, but replacing failed hardware, repairs and technical assistance are all factors to consider if your screen is to keep running whatever happens.

Services: up to several hundred euros

Services cover a lot of ground: installing and commissioning the window screen, of course, but also training, technical support and more. The price will also depend on the size of your organisation, the number of users and the number of screens.

A precise answer is hard to give, but as a guide an hour of training may be billed at around €150 excl. VAT.

What are the stages of the project?

Working out your needs and objectives

The first step, when you want to install a digital signage screen in your shop window, is to work out your needs and objectives, so you can be sure of choosing the most suitable technical solution.

Think about the effect you want to have on your audience: drawing more footfall into your store, promoting special offers through advertising content, or improving the customer experience.

Do not forget the practicalities either: how easy the content is to update, whether the screen can be scheduled remotely through the digital signage software, and what maintenance it will need.

Building your bespoke digital signage solution

Once the needs specific to your window screen project are settled, the next step is to build your bespoke digital signage solution. This phase is essential in turning your shop window into a powerful, eye-catching communication tool.

This is where the multimedia content comes in: the videos, animations or promotions that will be shown. Choosing capable digital signage software is crucial for easy scheduling and regular content updates.

That software should offer advanced features such as scheduling by hour or by day, RSS feed handling to display real-time information, and the ability to change content remotely.

Establishing the full cost of your digital signage

To establish the full cost of your digital signage, you need to take into account the various factors that bear directly on the final price, all of which we have set out above.

Remember to include in your budget the costs of installing the screen, configuring the solution and technical support, so that performance holds up over the long term.

Finally, consider the indirect costs, such as the effect on your electricity bill of running a screen for long hours, and any training your staff may need to master the system fully.

All in all, while the initial investment can look high, installing a window screen suited to your needs and to your store's can prove extremely profitable in terms of attracting customers and driving sales.

Installation in your window, and training

Once the digital signage has been chosen and tailored to your needs, the next step is installing it in your shop window. This phase is critical, because it determines not only how visible and effective your visual communication is, but also its effect on footfall and on passers-by's attention.

A professional will handle the installation, making sure the screen is positioned to maximise brightness and minimise reflections, so that visibility stays excellent even in full sunlight.

Once it is installed, you will be offered training on the display software. That training covers everything from basic scheduling through to advanced features such as updating content in real time or scheduling by time of day or day of the week.

It will let you manage your content efficiently, keeping your display relevant and appealing to your audience. In short, this step is what turns your investment in digital signage into a genuine asset for attracting more customers and boosting sales.

Digital signage: a cost or an investment?

To conclude: while putting digital signage in a shop window can be a sizeable investment up front, it should be seen as an investment rather than a simple cost. Digital signage that is well designed and well run can help catch customers' attention, promote your products and services, and improve your customers' overall experience in your store.

By taking every aspect of the project into account, both the initial and the ongoing costs, you can make sure that your investment in digital signage pays off in the long run.

In short, the cost of digital signage for your shop window depends on several factors: the hardware and software you choose, installation and maintenance costs, legal requirements and the cost of content. By planning your project carefully and taking all of these into account, you can put a realistic figure on the total cost and get the most out of the return on your digital signage.