How social walls are turning stores into interactive billboards

Retail is no longer just about transactions; it’s about experiences.
28 March 2025
Interactive Billboards
Barry Thomas
Barry
Thomas

Senior Retail Commerce Thought Leader, North America

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Static store displays are out as retailers usher in social walls to make shopping interactive and immersive. By showcasing real-time social media content, influencer posts, and user-generated content (UGC), these high-energy digital screens turn stores and restaurants into dynamic, ever-changing experiences. More than engagement tools, social walls power in-store retail media, giving brands valuable space for sponsored content, influencer partnerships, and social commerce.

Here are four examples of innovative social walls:

  • Telfar: In November 2024, luxury brand Telfar opened its flagship store in New York City that features a massive LED social wall streaming Telfar TV. The display turns shoppers into “living mannequins,” showcasing live customer content and creating an immersive, digital-meets-physical shopping experience.
  • Future Stores: Launched in October 2024, Future Stores on London’s Oxford Street is designed for the TikTok generation. The store’s 4,680-square-foot space features high-definition micro-LED social walls that cycle through various brand activations and influencer content every two to six weeks. The ever-changing setup blurs the line between social media and in-store retail.
  • Bunnings: The Australian home improvement retailer operates more than 300 LED social walls at 150 stores that display a mix of supplier ads and in-house promotions. Positioned in high-traffic areas, the screens enhance engagement and influence purchasing decisions right at the store entrance and trade desks.
  • Outlandish: In November 2024, Outlandish launched a hybrid shopping concept in Santa Monica, Calif., that blends livestreaming with in-person retail. Shoppers browse products in store while live hosts showcase items online. Social walls display live feeds, influencer content, and UGC, seamlessly merging digital and physical retail.

Shopper Benefits to Social Walls

  • More influential: Real-time reviews and social media feedback boost trust and influence purchases. UGC sees 28% higher engagement than brand-produced content, according to February 2025 data from Inbeat Agency.
  • More fun: Features like live influencer showcases and social media trends make shopping fun and participatory.

Retailer Benefits to Social Walls

  • Higher sales: Digital signage, including social walls, increases sales 25% during promotional periods, according to 2024 data from Screenfluence.
  • Longer dwell times: Social walls captivate shoppers longer, boosting the likelihood of a purchase.
  • Stronger reach: Prominent hashtags encourage social sharing, turning shoppers into brand ambassadors.

CPG Brands Winning With Social Walls

  • CoverGirl integrated social walls in stores to feature influencer and shopper UGC. The walls modernized the brand’s image and increased sales.
  • Poppi leveraged social walls in retail stores to showcase real-time TikTok content from shoppers and influencers enjoying its prebiotic soda. The interactive display boosted brand visibility and engagement, leading to a significant sales increase and proving the power of UGC-driven retail marketing.
  • Vaseline used social walls at retail events in the Philippines in 2024 to showcase real-time UGC, exceeding sales expectations and proving the impact of social-driven marketing.

Say Goodbye to Static Retail

Retail is no longer just about transactions; it’s about experiences. Social walls are redefining retail, blending AI, AR, and live social content to turn shopping into an interactive journey. From trending food and beverage updates to AI-powered beauty try-ons and real-time product reviews, social walls are revolutionizing stores.

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