# Dynamic Wine Signage Total Wine and More's Retail Signage Uses Video to Reveal Product Origins By Laura McQuarrie | Published 2016-01-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/retail-signage References: [nrf](https://nrf.com/news/sip-and-story) & [totalwine](http://www.totalwine.com/) In an attempt to increase customer engagement, Total Wine and More is now using [dynamic digital retail signage](https://www.trendhunter.com/trends/digital-signage-solution) in order to share details about the types of wine it sells. This change was implemented after the brand noticed that consumers were becoming less fixated on alcohol levels and ratings and more interested in discovering "the romance of a product," by learning its origins and the people behind producing it. This digital signage solution has now been implemented in more than 125 stores across 18 states. In total, the retailer now has more than 40 hours of video content, with each segment lasting about a minute. One of the benefits to using this technology is that Total Wine and More staff can make a last-minute programming change if they know there will be an [in-store tasting](https://www.trendhunter.com/trends/winefluencer-club) hosted with a focus on a particular winemaker. Going forward, Total Wine and More has plans to increase its use of [digital retail signage for education purposes](https://www.trendhunter.com/trends/hays-travel) by allowing consumers to choose the products and regions that they want to learn more about. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 17% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Dynamic Digital Retail Signage:** Implementing dynamic digital retail signage to share product origins and engage customers in the retail industry. - **Customer Interest in Product Origins:** Recognizing the shift in customer interest towards learning about product origins as a marketing strategy in the retail industry. - **Personalized Education Through Digital Signage:** Using digital retail signage to provide personalized education on specific products and regions in the retail industry. ### Industries Being Reshaped - **Retail:** Utilizing dynamic digital retail signage to enhance customer engagement and promote product origins in the retail industry. - **Wine and Spirits:** Leveraging dynamic digital retail signage to showcase the origins of wine and spirits, capturing customers' interest and boosting sales. - **Digital Signage:** Increasing demand for dynamic digital retail signage solutions that provide interactive and educational experiences for customers in various industries. ## Related on Trend Hunter - [Interactive Retailer Screen Installations](https://www.trendhunter.com/trends/digital-media-system.md) - [Large-Scale Digital Signage](https://www.trendhunter.com/trends/largescale-digital-signage.md) - [Interactive Wine Platforms](https://www.trendhunter.com/trends/sharevino.md) - [Feature-Length Wine Videos](https://www.trendhunter.com/trends/wine-tv.md) - [Innovative Digital Signage](https://www.trendhunter.com/trends/creative-realities.md) - [AI-Powered Digital Displays](https://www.trendhunter.com/trends/intellino-signamic.md) - [Transparency-Focused Digital Alcohol Labels](https://www.trendhunter.com/trends/pernod-ricard-1.md) - [Musical Wine Labels](https://www.trendhunter.com/trends/interactive-wine-labels.md) - [Augmented Reality Wine Bottles](https://www.trendhunter.com/trends/ar-sinister-wine.md)