The study covered 237 advertising campaigns and 30 million shoppers. Because of the size of the sample and use of techniques to separate the effects of digital signage from the effects of other influences on purchasing, the researchers were able to specify circumstances in which digital signage was most effective. The researchers cite prior study findings in explaining why each of these matters.
Among the best circumstances for use of digital signage are:
- Display close to the shelved product. When the digital signage is placed close to the product being advertised, the impact on the shopper is at a crucial moment in the purchase decision process, with an increased probability of a motivating impulse.
- For hedonic products with emotional appeal. Impulse buying is more likely with products purchased for the joy during use than for products purchased for the outcome after use.
- For popular brands and low-priced items. Shoppers are more comfortable assuming the risk of buying on impulse when the item carries a well-recognized brand name or is offered at an especially low price.
- For store visits later in the day. Another shopping motivation is variety seeking, and variety seeking increases when the shopper is fatigued, as happens later in the day.
The researchers also point to characteristics of the specific use of digital signage in their field studies which might be expected to enhance the effectiveness: The display screens were in highly-frequented aisles, the video began playing as a shopper approached the screen, and the screens emitted sound to accompany the elements moving on the screen.
Relevant to this last characteristic, researchers at King's College London, University of Bath, and Babson College explored the usefulness of stimulating multiple senses with digital displays, including an example of McCain Foods arranging for the display device to emit a baked potatoes odor. The study results indicated moderate stimulation works best. We don’t want to overwhelm the shopper to the point of disrupting the item selection process.
Other research also points to the value of attending to characteristics of item movement in the display. For example, it’s best to show luxury products by zooming out and to show any product as being rotated.
Relevant to this last characteristic, researchers at King's College London, University of Bath, and Babson College explored the usefulness of stimulating multiple senses with digital displays, including an example of McCain Foods arranging for the display device to emit a baked potatoes odor. The study results indicated moderate stimulation works best. We don’t want to overwhelm the shopper to the point of disrupting the item selection process.
Other research also points to the value of attending to characteristics of item movement in the display. For example, it’s best to show luxury products by zooming out and to show any product as being rotated.
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