Product News | October 11, 2021

Why digital wayfinding signage is better for your business

We all know the feeling of walking into a large building and having no idea where to go. Roaming through hallways, taking wrong turns or trying to find someone to show you the way can be an absolute nightmare.

Luckily, this doesn’t stop people from exploring new places. In fact, people spend 70% of their time away from home. To make the journey more exciting, digital wayfinding signage is the way to go.

Show instead of tell

Digital Wayfinding — Adding mobile to the mix makes it even easier to navigate locations. With QR codes, apps and websites, maps and instructions can be sent straight to smartphones so people don’t have to look for another kiosk if they need more information.

With smartphones, tablets and laptops, it is now easier than ever for people to explore their surroundings. And while Google maps and online directories are useful tools, they’re only one piece of the wayfinding puzzle. Digital wayfinding solutions dig deeper to provide people with customized, up-to-date, interactive information.

Beyond what their static ‘you are here’ ancestors can provide, digital touchscreen kiosks and interactive screens show users tailored instructions on how to reach their destination. With highlighted paths and 3D maps, visitors can visualize exactly what route they are going to take.

Better your screens, better your business

Unlike static, digital allows businesses to collect data about user behavior based on searches and clicks. This lets businesses review, monitor and analyze the effectiveness of their digital directory.

Places with high foot traffic can benefit from knowing what stores and services are searched for more often, helping build strategies to make shops more visible and easier to find. The information gained from analytics can help businesses understand what content works and what doesn’t.

User data can help businesses like malls, airports and museums grow and improve their offerings. Search volume can be used to determine which new shops or added services will be most interesting to customers.

And while digital wayfinding signage is a great way to increase customer satisfaction, it is also a useful tool for internal communications. “Building managers and HR personnel can use kiosks and real-time data to better the work environment,” explained Jérôme Hérard, founding partner at ViaDirect, a global leader in digital wayfinding solutions. “With the recent popularity in flexible working conditions, desk sharing and coworking spaces, having a digital system in place to keep everyone informed is essential.”

Update content on the fly

Printed maps and static signs can quickly become outdated, seeing as offices reorganize, exhibits change and shops relocate on a regular basis. Digital wayfinding solutions makes these changes a breeze. With the ability to update maps and directories in minutes, maps are kept up-to-date without having to spend hundreds if not thousands on printing and installing static posters.

Digital screens also have the added ability to display non-wayfinding content. When no one is actively looking for directions, screens can display current weather, event schedules, local news and other interesting content. Locations can also make extra revenue by displaying advertisements on the screen.
Businesses can also add to the user experience by getting creative with their screens’ messages and colors to present an exciting brand identity. Personalized content and wayfinding features leave a positive impression on a user.

Digital wayfinding signage is the perfect solution for businesses to enhance their consumer experience and an easy way to manage and update content.

Product News | October 11, 2021

Broadsign and Mirakl Ads Announce Strategic Partnership to Unify Online and In-Store Retail Media

Cannes, France – June 24, 2026 — At the 73rd Cannes Lions International Festival of Creativity, Mirakl, the Operating System for Intelligent Commerce, and Broadsign, the leading global platform for managing and monetising out-of-home (OOH) media, today announced a strategic partnership that bridges the gap between digital retail media channels and in-store advertising. The collaboration will enable more retailers and brands to activate, manage, and measure campaigns across the entire shopper journey through a single platform.

As retail media continues to mature, advertisers are increasingly demanding omnichannel solutions that better reflect how consumers shop: researching online, then purchasing in-store. However, executing retail media campaigns across online, offline, and in-store channels today typically involves separate vendor management, fragmented planning processes, and siloed reporting. This partnership sets out to change that by integrating Mirakl Ads’ retail media solution for eCommerce and digital marketplaces with Broadsign’s in-store media platform.

For Mirakl’s Retail customers, leveraging the integration will ensure a unified buying experience for their advertisers: one campaign brief and one point of contact, covering both e-commerce placements and in-store digital screens. The partnership opens a new path to monetizing physical in-store assets alongside existing online inventory. It unlocks incremental revenue while giving advertisers omnichannel reach.

As the two companies build the integration, retailer control will be central: Mirakl Ads will power the retail media network, while the Broadsign Platform manages the technical delivery of in-store content. Retailers retain full ownership of their data, shopper experience, inventory, and pricing decisions, while maintaining the flexibility to build on existing technology investments. Advertisers benefit from a consolidated view of campaign performance across online and in-store channels, so every dollar spent can be measured, compared, and optimized across the full shopper journey.

“Retail media has evolved rapidly, but online, offline, and in-store are often still treated as separate channels, leading to missed opportunities and revenue,” said Mats Klevjer, Director of Partnerships for Retail Media, Broadsign. “Our work with Mirakl Ads on this integration breaks down those barriers, helping retailers give advertisers the ability to transact on in-store screens with the same ease and performance metrics they expect of digital campaigns.”

“Retailers are asking for solutions that maximize the value of every customer touchpoint, both digital and physical,” said Octavie Gosselin, Vice President of Mirakl Ads. “By partnering with Broadsign, we are setting out to build a truly unified omnichannel retail media platform. Brands will be able to benefit from a single campaign brief covering both their online and in-store presence, and the opportunity ahead, for retailers, advertisers, and the broader ecosystem, is significant.”

Both companies are actively bringing this omnichannel vision to life, with phased capabilities expected to expand. The integration is anticipated to launch in Q3, with beta testing already underway.

About Broadsign

Broadsign develops the leading global platform for managing and monetizing out-of-home (OOH) media. The company, which also operates Place Exchange by Broadsign, the largest independent SSP for Digital OOH, empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 2.8 million static and digital signs along roadways and in airports, shopping malls, grocery and convenience stores, health clinics, transit systems, and more run on Broadsign.

About Mirakl

Founded in 2012, Mirakl has been at the forefront of marketplace innovation, empowering every business to compete in the platform economy.

Today, Mirakl’s operating system combines an enterprise marketplace solution (Mirakl Platform) that enables retailers and B2B organizations to launch, scale, and operate marketplaces and dropship, AI-powered multichannel selling (Mirakl Connect), retail media (Mirakl Ads) and an agentic commerce infrastructure (Mirakl Nexus).

With dual headquarters in Boston and Paris, Mirakl helps a global ecosystem of 450+ marketplaces (B2C and B2B) and a network of over 100k third-party marketplace sellers. Brands like Macy’s, Decathlon, Carrefour, Asos, and Airbus Helicopters use Mirakl to grow their businesses in new and remarkable ways. Contact: press@mirakl.com