SPAR Gourmet in Vienna shows how digital signage can do more than display messages. It can shape how customers move, choose and experience the store.

Across its grocery locations, in-store digital communication helps welcome shoppers, highlight fresh food choices, support navigation and share timely updates.

SPAR Gourmet is a premium grocery concept by SPAR Austria, with around 50 stores located in and around Vienna. The stores focus on quality products, fresh food and convenient gourmet experiences.

Content with a clear purpose

At SPAR Gourmet, digital communication is not only used for promotions. Screens and content are strategically planned based on how customers move through the store and what each area needs to do.

At the entrance and in window-facing areas, screens help attract attention, welcome customers and create a strong first impression.

In deli and takeaway areas, digital menu boards and food videos show weekly offers, fresh meals and product options while customers wait.

In wine sections and speciality areas, screens can promote tastings, share useful product information or supplier stories. This can help customers discover new/alternative products they may have otherwise overlooked.

In larger or multi-level stores, digital displays can also help guide customers to different areas.

Applying this to your Store

Think about the key moments in your own store. Every store has moments where customers need something different from the space. They may be entering, choosing, waiting, exploring or finding their way.

The SPAR Gourmet example shows that instore digital communication works best when the content matches the location.

At the entrance, the message should help draw people in. Near service counters, it should support decisions. In speciality areas, it can encourage customers to explore more. In larger or busier stores, it can also guide movement through the space.

When communication is planned around the customer journey, it becomes part of the store experience instead of just another display channel.

Practical uses

• Draw Attention: Catch attention in entrances, windows or high-traffic areas
• Support Decisions: Help customers understand choices, offers or next steps
• Guide Movement: Help people find departments, counters, floors or service areas
• Promote Key Offers: Feature fresh food, premium ranges, local suppliers etc
• Cross-selling: Promote related products, offers or actions near key decision points
• Adapt to Each Location: Tailor content to the store layout, audience, time of day and local needs

Add content to playlists faster

Adding content to playlists is now faster and more intuitive.

Previously, when editing a playlist, you had to open the Library, upload your content, and then add it to the playlist.

Now, you can simply drag and drop files directly from your computer into a playlist. Once the upload is complete, the content is automatically added to both your playlist and your workspace in a single step.

Why does this matter

Updating playlists now requires fewer clicks and less navigation.

Whether you're creating a new playlist or making a quick content update, you can add content directly where you're working instead of switching between the Playlist editor and the Library.

This streamlined workflow reduces interruptions and helps you prepare content for publishing more quickly. Uploaded content is still saved to the Library, making it available for future playlists and campaigns.