Digital Signage Effectiveness in Retail Stores

Ervasti, Mari; Häikiö, Juha; Isomursu, Minna; Isomursu, Pekka; Liuska, Tiina

doi:10.1007/978-3-319-22668-2_35

Cited by 3 publications

(1 citation statement)

References 7 publications

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“…Nevertheless, first empirical studies (e.g. Ervasti et al , 2015) were not able to detect a significant difference between the effect of static versus nonstatic content; hence, effects are largely comparable to classic posters. The second technology, magic mirror AR, represents an opportunity for consumer engagement by allowing consumers to interact with the technology.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 95%

Increasing sustainable consumption: message framing and in-store technology

Jäger

Weber

2020

IJRDM

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PurposeThis study investigates the potential of two different digital in-store technologies and advertisement message framings according to the construal-level theory for increasing sustainable consumption. This paper aims to provide managerial implications for the promotion of sustainable products at the point of sale as well as to theoretically contribute by integrating the literature streams of perceptual research, point-of-sale marketing and construal-level theory.Design/methodology/approachThe authors tested their hypotheses in a two-week field experiment with a 2 (product label: organic vs local) × 2 (message framing: high vs low construal level) × 2 (presentation technology: digital signage vs augmented reality) between-subjects factorial design. The study was conducted in two grocery stores of different sizes using milk as a test product. Purchase data, as well as attention data gathered by facial recognition software, were analyzed.FindingsEven though the magic mirror augmented reality application attracted significantly more attention, it did not significantly boost sales compared to the digital signage technology. In the larger store, the sales of the advertised sustainable products were significantly higher in both technology conditions than in the control condition without advertisement. If consumers pay enough attention to the promotion, results indicate that using messages with a concrete low-level construal is more useful for organic goods.Originality/valueThis study is the first investigating a combination of in-store technology and construal-level message framing for the promotion of sustainable products. It extends the retailing literature by proposing a two-step approach on how to use in-store technology effectively: (1) gaining attention and (2) matching messages to existing cognitions.

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Section: Theoretical Background and Hypothesesmentioning

confidence: 95%

Increasing sustainable consumption: message framing and in-store technology

Jäger

Weber

2020

IJRDM

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Smart Retailing Technologies Impact in Brand Leadership and Market Performance: A Conceptual Model

Pratas

Amorim

Reis

2022

Marketing and Smart Technologies

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Popping-Up Poster: A Pin-Based Promotional Poster Device for Engaging Customers through Physical Shape Transformation

Tanaka,

Okafuji,

Iwamoto

2024

Proc. ACM Hum.-Comput. Interact.

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Promotional media, such as paper posters and digital signage, are installed in shopping malls to recommend products and services. However, it has been reported that many customers tend not to be interested in these promotional media and do not receive the information. When product information is not communicated effectively, advertisers are unable to convey the information they wish to share with customers, and customers miss the opportunity to receive valuable information. To address such issues, a lot of methods have been proposed to make people aware of the presence of media; however, there are not many methods that take into account the delivery of product information to customers. In this study, we propose Popping-Up Poster, a pin-based poster device designed to capture customer attention and convey information through dynamic shape changes. To verify the effectiveness of the proposed system, field experiments were conducted in a café, where its promotional effects were compared with those of traditional promotional media, including paper posters and digital signage. These results show that Popping-Up Poster has the potential to be more effective in recommending products and influencing customer product choices compared to conventional promotional media.

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Digital Signage Effectiveness in Retail Stores

Cited by 3 publications

References 7 publications

Increasing sustainable consumption: message framing and in-store technology

Increasing sustainable consumption: message framing and in-store technology

Smart Retailing Technologies Impact in Brand Leadership and Market Performance: A Conceptual Model

Popping-Up Poster: A Pin-Based Promotional Poster Device for Engaging Customers through Physical Shape Transformation

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