24 • March | April 2026 • abasto.com A Hybrid Experience In addition to checking prices and trac- king spending, many shoppers also rely on grocery apps as personalized deal hubs, surfacing relevant offers instead of broad weekly ads.Retailers who understand this blended behavior can create smoother, more intuitive journeys for customers. Another major aspect of the grocery di- gital revolution is smart screens: dynamic signage that offers real-time deals which change in an instant. Unlike traditional static signs, these screens can update in seconds, highlighting flash sales, inven- tory changes, or timely meal-planning ideas. Smart signage can be integrated into store mobile apps, so that screens change as consumers walk past with their phones. An in-store digital sign may offer a perso- nalized deal for a consumer, like 2-for-1 sodas, based on loyalty and purchase his- tory. The screens also broadcast real-time information about any recent changes to prices or offers. For grocers, dynamic signage represents a bridge between digital retail media and the physical store, allowing them to deli- ver targeted, helpful information without adding friction to the shopping trip. Christian Armstrong VP of Product Management at Spectrio. With 16 years of experience in the digital signage industry, Christian Armstrong has gained a wealth of knowledge and expertise in his field. As one of the founding members of Industry Weapon, a CMS provider, Christian played a significant role in the company’s growth and success. What the Shift Means While the outlook is promising for gro- cers, staying competitive will require con- tinuous adaptation. Mobile-savvy shoppers don’t just want lower prices – they expect the same level of personalization, speed, and convenien- ce they experience online. Digital signage can help meet those ex- pectations by surfacing timely deals, hi- ghlighting items that pair well together, or adjusting messages based on inventory changes. Used thoughtfully, these screens can guide people through the store more effi- ciently and reinforce the offers they alre- ady see in their apps. That makes the real challenge one of ba- lance. Grocers need to deploy technology in ways that enhance the trip rather than distract from it, weaving these tools into the natural flow of how people already shop. • Continuation of page 22 • TECHNOLGY FOCUS