This publication deals with the topic of digital signage, i.e. screens that can be found in the out-of-home area, i.e. in public spaces. The focus is particularly placed on the point of sale. On the one hand, the book aims to bring in-store marketing closer, and on the other hand to gain an understanding of the digital communication medium digital signage. Furthermore, this publication gives an overview of the development of the German retail trade and its challenges due to digitalisation. Accordingly, this book aims to find answers to the following questions: What challenges does the stationary trade face due to the advancing digitalization? What are the reasons for an expansion of digital POS technologies? How has digital signage developed and what effects can digital signage achieve? This book has been translated with Artificial Intelligence.