As a CONTEXT analyst, I’ve had a front-row seat to the incredible resurgence of the Large Format Display (LFD) market this year. After a challenging 2023—marked by an 8.6% decline in sales across European distribution channels—the industry has bounced back strongly in 2024, with a remarkable 9.8% growth year–to–date (January to October). This revival signals not only a recovery but also an evolution in how display technology is being used, particularly in the signage sector, which accounts for 55-65% of market share in any given quarter.

A major driving force behind this growth is the reimagining of the retail experience. The narrative of the “death of the High Street” has shifted. Instead of fading into obscurity, High Streets are transforming, becoming more integrated into community hubs with mixed–use developments featuring affordable housing and pedestrian-friendly environments. As a result, retail spaces are adapting. While shops are shrinking in size, they are expanding their capabilities—thanks, in large part, to innovative uses of LFDs.

Take, for example, interactive displays. These screens are no longer confined to passive advertising or self-checkout kiosks; they are becoming integral to the retail journey. With embedded operating systems and sophisticated software, LFDs now enable customers to browse a store’s full inventory, place orders, and even have products delivered directly to their homes. Retailers can upsell by offering complementary items—a pair of shoes might come with a suggestion for matching socks or a bag—right before checkout. This creates an opportunity for businesses to enhance their revenue streams without expanding physical inventory on-site.

We are also seeing a rise in marketplaces within these smaller stores, allowing retailers to sell third-party goods via LFDs. This flexibility is reshaping how businesses approach physical retail, creating a hybrid model that combines the immediacy of brick-and-mortar shopping with the vast inventory of e-commerce.

The future of retail displays doesn’t stop there. The integration of AI into content management systems, paired with LFDs and point-tilt-zoom cameras, is opening new possibilities. Imagine a scenario where an advertising display identifies a returning customer, analyses their past purchases or in-store behaviour, and generates personalized promotions in real time. This level of customization could revolutionize customer engagement, making each visit to the store more tailored and impactful.

The data backs this up: signage displays have grown by 8.0% year-to-date, while Point of Sale displays have surged by an impressive 27.1%. These numbers reflect the growing recognition among retailers that investing in advanced display technology isn’t just about aesthetics; it’s about transforming the shopping experience.

Beyond retail, the LFD market’s potential extends into other environments, such as stadiums, where cutting-edge display technology is finally catching up to long-held ambitions. The rollout of these innovations is expected to accelerate as the technology becomes more accessible and adaptable.

As we look ahead, it’s clear that display technology is poised to play an even greater role in reshaping industries and consumer experiences. At CONTEXT, we’re committed to keeping you informed with the latest market insights and trends.

For further insights and detailed analysis of market trends, stay tuned to CONTEXT’s weekly IT Industry Forum webinars.