Establishing Retail Digital Signage as a New Medium and Measuring its Effectiveness
Publication Price: $750.00
Researchers: Steven Keith Platt, Platt Retail Institute; Francis J. Mulhern,
Associate Dean, Department of Integrated Marketing Communications, Northwestern University; and
Guy Vaughan, Director, Retail Marketing Services and Director, POPAI UK/Ireland and Head of
Research.
Abstract: This Working Paper addresses whether Retail Digital Signage is capable
of having a measurable impact upon consumer shopping behavior to substantiate its inclusion in
the marketing mix. This is significant for the following reasons:
1. Measurements of the results from marketing spending have generally failed to keep pace with technology and,
2. Consumer purchase decisions are, to a significant extent, made in-store.
Table of Contents:
- Introduction
- Discussion
- Overview
- Antecedent Considerations
- Fragmentation of Mass Media
- Impact Upon Consumer Buying Behavior
- Retail Digital Signage as a New Marketing Medium
- Elimination of the Time-Lag between Consumer Message Exposure and the Place of Purchase
- Direct Correlation between Message and Sales Impact
- Enhancing the In-Store Marketing Environment
- Retail Digital Signage Testing Methodologies
- Testing Model Applied to a Convenience Store Chain and Results Achieved from the Digital Signage Deployment
- Testing Model Applied to a Grocery Store Chain and Results Achieved from the Digital Signage Deployment
- Conclusions
Sponsors:
DMX Music, Activelight, Convergent Media Systems, GFX Dynamics, NEC Display Solutions, Scala, POPAI,
the JC Penney Retail Center at SMU, and the UF Retail Center for Education and Research.
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