Despite this, the effect on high streets has been significant, resulting in multiple store closures and a reduced footfall. The reason for this being that high street retailers pay higher business rates than online businesses due to the reliance on physical premises.

However, 365retail reports that the majority of retail purchases are still being made in-store due to the ability to draw consumers in with the look and feel of products.

The use of audio visual (AV) features has played an important part in this, according to the Audiovisual and Integrated Experience Association (AVIXA).

The association suggests that getting the required information quickly and clearly, efficiently finding products and easily navigating stores with different areas and departments all contributed to an over all good consumer experience.

 With consumers valuing the overall experience of shopping instore over just a practical shopping trip, through features such as wayfinding, rotating sales information, and brand advertising, digital signage is playing an important role in setting some retailers above the rest.

Speaking to 365retail, Jason Cremins, chief executive officer of Signagelive says: “Despite the widely reported demise of the high street, we’re seeing a lot of investment activity in retail globally.

“In terms of the types of solutions being delivered, it ranges from data-driven in store digital signage that reacts and responds to stock availability, pricing, audience and analytics, through to spectacular retail theatres combining LED displays, light, sound and live video streaming.”

Could digital signage be the solution to a decline in high street trade? Email carys@linkpublishing.co.uk or head over to Twitter to have your say.