Resource Library - Vertical Markets - Retail

A Creative Approach to Merchandising Sony Altus Products
This article describes the design and development of in-store merchandising systems for Sony Altus music products and Sony Reader digital books.

A Holistic Approach to Retail Digital Signage
For an in-store retail marketing strategy to be successful, all in-store systems must be integrated into a multi-tiered framework that presents a unified view to the customer across multiple form factors.

A Sense of Purpose
In the spirit of its high quality, durable, and innovative domestic appliances, Miele proudly boasts a product showroom designed from the latest, most fashionable technologies rendering an experience that captivates all five senses.

Accounting Profits Versus Marketing Profits: A Relevant Metric for Category Management
(Abstract) This article poses the argument that marketing profits lead to more informed promotion decisions, thus increasing retailer profitability. A methodology for determining marketing profits is presented.

An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment
(Abstract) Consumers' product involvement and brand commitment have been found to have an influence on the products chosen, the evaluation of products, and the impact of brand information on choice.

An Empirical Study of Consumer Switching From Traditional to Electronic Channels: A Purchase-Decision Process Perspective
(Abstract) There are a number of factors that may impact a consumer’s tendency to switch from store to online purchasing. Five online consumer types are identified.

Are You Tuning In? Experience Media at Best Buy
Ten rules for a multilayered media network that connects with the shopper. An interview with a senior manager at Best Buy about their in-store multimedia platforms.

Audi Expands Digital Media
Audi showrooms target customers in more than 70 countries with a centrally controlled, multi-channel DS network.

Audience Measurement Technology Optimizes the In-Store Digital Media Opportunity at Whole Foods Markets
A network of digital screens installed in Whole Foods Markets in North America is providing some unique and valuable insights on the shopping audience and its dynamics.

Best Buy Insignia Brand Content Awareness Case Study
Best Buy created advertising that increased brand awareness and product sales for its in-house brand by executing an advertising strategy based on customer research and brand value.

Boost Your Marketing ROI with Experimental Design
(Abstract) This article explores the benefits of using the statistical marketing tool known as Experimental Design over traditional market testing techniques.

Breaking Down Barriers to Create a Competitive Advantage
In-store communication using television, the attitude-changing medium, offers an opportunity for retailers to begin to control the key volume categories that will improve profitability.

Building Retail Brand Equity with Digital Signage
In an interview with Cleverdis Editor-in-Chief Richard Barnes, Steven Keith Platt compares retail marketing and the digital signage industry in the US and Europe.

Building Store Loyalty Through Store Brands
(Abstract) The authors of this article advance the idea that selling quality store brands can increase both store loyalty and overall retailer profits.

Case study: Telia, Sweden
The telecommunications company, Telia, has experienced the benefits of using in-store digital signage since 1999. Telia’s new system of 80 stores and 15 offices in Sweden has been welcomed by many due to its ease of use and range of content creation.

Challenges Facing Retail Adoption of Digital Signage
The digital signage industry is poised for rapid growth, with businesses such as financial institutions, out-of-home, and hospitality increasing their acceptance. Retail adoption, however, is slower than many had anticipated. Some reasons are addressed.

Changing the Habits of a Lifetime
By understanding why shoppers buy – and how their choices are influenced by the interplay of rational reasoning, emotions and memories – we can gain genuine influence over their purchasing decisions.

Commentary: It Is Always About the Numbers
The author asserts that the reason DS has not flourished financially is because the justifications to implement DS networks often are not founded upon business fundamentals.

Competing in a Value-Driven World
(Abstract) Recent trends have shown a shift in consumer preference from traditional retailers to value retailers. Five tactics traditional retailers should adopt to respond to this increasing competition are addressed.

Complementarities Between In-Store and Supply Chain Technologies: An Empirical Analysis of Food Retailing Operations
(Abstract) This article assesses the financial performance associated with implementing in-store and supply chain information technologies in bundles.

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
(Abstract) The concept of customer-based brand equity explains how a consumer’s brand knowledge impacts his or her response to particular marketing activities. Some guidelines for managing customer-based brand equity are presented.

Consumer Responsiveness to Mobile Marketing
(Abstract) The implications of delivering marketing messages through cell phones are not yet fully known. This article presents a study designed to determine consumer responsiveness to mobile marketing methods compared to other methods.

DCN Case-in-Point: IKEA TV’s Digital Signage Solution
International home products retailer IKEA steps away from traditional digital signage, reducing problems in distributing while keeping content current. They minimized business interruptions and created new messaging and branding possibilities.

DCN Case-in-Point: Multi-Channel In-Store Marketing Innovations at Berlin's Saturn Electronics Superstore
While the digital signage trend in Germany still lags behind the EU, major retailer Saturn has begun to focus on integrated in-store solutions. Saturn has created a store design utilizing a multi-channel marketing experience.

DCN Case-in-Point: The Digital Media Autobahn at Daimler Chrysler AG
A few years ago, Daimler Chrysler introduced digital signage to many of its dealerships, but initial efforts faced problems. This article describes how technology, marketing support and dealer enthusiasm moved this stalled program into overdrive.

DCN Profile: Adspace Networks
Adspace Networks, Inc. has built the largest digital mall network in the U.S., having deployed 1,400 eight and nine-foot-tall audio/video plasma displays called “Smart Screens.”

Delivering Digital Signage in the Public Arena
An overview of the digital signage test conducted by the U.S. Postal Service, including objectives established and results achieved.

Deployment and Test of a Retail Digital Communications Network by the United States Postal Service
In this Working Paper PRI provides an extensive report of the U.S. Postal Service’s major DCN field test. It provides intricate knowledge into testing methodologies and results achieved, and draws implications for wider retail industry application.

Developing Parsimonious Retailer Equity Indexes Using Partial Least Squares Analysis: A Method and Applications
(Abstract) This article describes a model to be used by retailers to construct retailer equity indexes that can be used to quantify store brand equity for a number of purposes.

Developing Wining iPhone Brand and Retail Apps
It may not yet be critical for retailers and brands to have iPhone apps, but it's clear the trend is in that direction. It's about engagement for brands but for retailers, it's more about sales.

Digital Media - What Retailers Really Think
A report from Retail Systems Research provides insight into the role that in-store DS can play from the retailer’s point of view, suggesting that the potential of DS is widely recognized even by those who have not yet deployed it.

Digital Signage Augments Customer Options at Thomas Cook Travel
The travel industry has become one of the most popular forms of e-commerce on the Internet. Thomas Cook Group Plc began integrating digital signage to update its “late deal” business process to compete with the immediacy of the Internet.

Digital Signage: Has the Time Come for Retailers to Adopt this Emerging Technology?
Numerous retailers are deploying digital signage networks and the preliminary results are encouraging in terms of both increased store traffic and a positive lift in sales. However, determining ROI remains an issue.

Does Your Store's Personality Project the Image You Want it to?
It's important for retailers to understand that every touch point their store has with a shopper contributes to their personality and has an impact on how shoppers think about them.

DS for Irish Telecoms
One example of fast-developing DS in Europe is the application developed to fulfill special needs of Ireland’s telecom giant Meteor.

DS for Turk Telecom
Telecom operator Turk Telekom decided to equip its 1,300+ dealers with a DS network as a part of a large-scale transformation project.

DS: More Than Just Flashy Advertising
The price of DS keeps coming down and retailers are ready to grab buyer attention and inspire shoppers to spend more per visit. Thanks to low-cost hardware and flexible software, DS is now within reach for retailers of all sizes.

Enhancing the Client Experience: Orange Israel
Mobile telephone company Orange added digital signage to its concept stores in Israel.

Establishing Retail Digital Signage as a New Medium and Measuring its Effectiveness
In this Working Paper PRI addresses whether RDS is capable of having a measurable impact upon consumer shopping behavior to substantiate its inclusion in the marketing mix. To date, marketing measurements have failed to keep pace with technology.

Estimating Differential Lag Effects for Multiple Media Across Multiple Stores
(Abstract) This article summarizes a study that tested the extent to which an advertising campaign using radio and billboard advertising during one period impacted sales in a subsequent period.

Failure in International Retailing: Research Propositions
(Abstract) Some of the factors that may result in failure for retailers attempting to operate an international business are addressed in this article.

First Mall to Go All Digital: Westfield in London
Many malls combine digital and static signage but Westfield Mall in London is the first to go all digital.

How Category Characteristics Affect The Number of Store Brands Offered by the Retailer: A Model and Empirical Analysis
(Abstract) A study is presented expanding prior research by finding that having multiple store brands in one merchandise category may maximize retailer profits.

How Promotions Work
(Abstract) Brand marketers are said to spend more on promotions than advertising. The central issues affecting promotional spending are discussed.

i-mobile Case Study
i-mobile, the biggest mobile phone distributor in Thailand, installed a digital signage system in 28 selected points of distribution.

Implications for Retail Adoption of Digital Signage Systems
In this Working Paper PRI explores the decision matrix supporting retailer adoption of digital signage systems, reviews the considerations required for an implementation, and advances a framework for assessing a retail digital signage system.

Impulse Buying: Modeling its Precursors
(Abstract) A model for understanding what drives consumer impulse purchases is presented. It is believed that impulse sales can be increased if retailers learn to use this approach.

In-Dealership Network Enhances the Harley-Davidson Lifestyle
With the average dwell time in a Harley-Davidson dealership measured at 45 minutes, the development of an entertainment and marketing program to enhance the environment was well received by Harley-Davidson dealers.

Industry Pioneer Bob Clarke Reflects on the First 10 Years
Bob Clarke looks back on 10 years working in various aspects of the DS industry and shares some important lessons he learned.

In-Store Marketing Work-Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation
This article reports on a research study examining the interplay between in-store and out-of-store factors on consumer attention to and evaluation of brands displayed on supermarket shelves.

Israel’s Orange Selects Digital Signage Platform for New Concept Shops Network
A case study of the digital signage network installation by Orange, an Israeli telecom company.

Landmark Convenience Store Study Reveals Opportunities Through Advanced Shopper Analytics
A research study titled C-Store Shopper Insights sought to develop a deeper understanding of convenience shoppers, including their responsiveness to different marketing and merchandising strategies.

Large Format DS Installations
A description of large-format DS installations in a shopping mall in Prague and a media production company's headquarters in Barcelona.

Leveraging Emerging In-Store Technologies to Impact Consumer Loyalty and Influence Purchase Behavior
This article discusses how to leverage technology to enhance content relevancy and impact, and how to integrate digital signs with other emerging in-store technologies.

Leveraging the Impact of Retail Digital Signage Advertising Through Behavioral Merchandising
In this Working Paper PRI details the benefits associated with Retail Digital Signage, and introduces the methodology of Behavioral Merchandising. BEM predicts and influences consumer purchase behavior in-store by messages delivered via digital signage.

Linking Retail Strategy, Atmospheric Design and Shopping Behavior
(Abstract) The environment of a store can significantly impact shopping behavior. This article details an approach that integrates store design into the strategic planning process.

Macy’s Mega-Merger
With many department stores struggling to survive, the merger that created Macy’s Inc. is beginning to pay off. Due to the ability to showcase fashion and quality in a variety of products, this national company has true leadership potential.

Maintaining Customer Loyalty in Tough Economic Times
This article explores the importance of building and maintaining a strong brand image.

Major Study Results to Reflect Vitality of Digital Media
Procter & Gamble's CEO is confident he will have a better picture of what's happening in-store from research results generated by P.R.I.S.M., an In-Store Metric project.

Male Order
To target male consumers, Estee Lauder has revolutionized its marketing campaign by combining LCD screens with RFID tagged products, in which lifting a product triggers the presentation of product-related information.

Managing Advertising and Promotion for Long-Run Profitability
(Abstract) The short and long-term effects of promotions and advertising on consumer purchase behavior relative to brand choice and purchase quantity are presented.

Massive Screen Rollout Completed for France’s La Poste
The French postal service La Poste in 2008 completed an out-of-home digital media network in 1,500 post offices. This article is an interview with the program’s director regarding the goals and the early success of the network.

Measuring Brand Equity Across Products and Markets
(Abstract) This article describes 10 measures of brand equity that can be applied as a framework for developing a measurement model of retail brand equity.

Measuring Retail Electronic Digital Signage ROI
A discussion of the use of digital signage networks in retail environments and how to determine the potential Return on Investment.

Name Brand Owners on the Defense
Brand owners are facing their biggest challenge since the 1990s as retailers expand their private label lines at the expense of name brands on the same shelf. Some of the world’s largest vendors have cut prices and increased marketing to slow this trend.

Neo Advertising - a Fresh View of OOH Digital Media
A profile of Neo Advertising Group, a Swiss company that operates advertising-supported digital signage networks in supermarkets and other retail stores and also produces content.

Norwegian Lottery Boosts Sales with Digital Signage Network
Norsk Tipping AS, the state-owned national lottery in Norway, has installed digital signage in approximately 4,000 locations nationwide, contributing to cost reductions and creating a solid foundation for in-store advertising sales and interactive gaming.

RBR Research Forecasts Self-Checkout Deployments to Triple Globally by 2012
The “Global EPOS and Self-Checkout 2009” report from Retail Banking Research shows that the adoption of self-checkout solutions has accelerated and predicts that the number of self-checkouts will nearly triple by 2012 to reach 250,000 units globally.

Region Focus: Scandinavia-Did DS Launch Too Early?
Scandinavian countries have seen early adoption of DS, especially in retail and transportation, but in some ways this is a barrier to having up-to-date networks and technology.

Relationship Hindrance: Why Would Consumers Not Want a Relationship with a Retailer?
(Abstract) It is believed that relationship marketing tactics often fail due to a lack of focus on consumer benefits. The various drawbacks of customer loyalty programs are presented.

Retail Micro-Marketing: Strategic Advance or Gimmick?
(Abstract) This paper advances the idea that micro-marketing provides the in-depth understanding of consumers needed to attract loyalty-prone customers.

Retail’s Historical Role as a Mass Consumer Medium
The growth of retail as a mass consumer medium has waxed and waned through its history. Now, digital technology and the “disintermediation” of mass media are creating a new digital media space for retailers, as media power concentration is in flux.

Retailing Management
(Abstract) “Retailing Management” is the most widely used textbook covering retailing and an essential read for any business student.

Return on Marketing: Using Customer Equity to Focus Marketing Strategy
(Abstract) This paper discusses how changes in customer equity can be financially modeled to target marketing expenditures in light of the finite amount of resources often dedicated to marketing efforts.

Summary of PRI Working Paper #3
This article summarizes the findings in PRI's third Working Paper, Leveraging the Impact of Retail Digital Signage Advertising Through Behavioral Merchandising.

Summary of PRI Working Paper #4
This article summarizes the findings in PRI's fourth Working Paper, Deployment and Test of a Retail Digital Communications Network by the US Postal Service.

Supermarket Chain Proves Media Networks Work
A summary of a research study regarding the DS network installed in Carrefour supermarkets in Greece.

The 70% Rule Revisited: Consumer In-Store Decision-Making and the Transformational Impact of Digital Signage
This article explores the role digital signage can play in the often touted rule that 70 % of purchases are made in the store. For a brand considering in-store advertising, the purchase and operation of digital signage is a significant opportunity.

The Effects of Wait Expectations and Store Atmosphere Evaluations on Patronage Intentions in Service-Intensive Retail Stores
(Abstract) The authors of this article present three ways to effectively reduce wait expectations and discuss ways that the customer’s perception of wait time can be positively impacted.

The Fine Art of Generating Advertising Sales Revenues from Digital Screen Networks in a Retail Environment
Harrods has been successful in generating advertising revenues from digital screens in its store that offers exceptional quality merchandise, a vast product range and superb customer service but still faces the same challenges as many other retail stores.

The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention
(Abstract) A methodology for measuring the impact of loyalty programs on long-term customer retention is detailed.

The Magnitude of Menu Costs: Direct Evidence From Large U.S. Supermarket Chains
(Abstract) Changing prices is a complex process. This paper provides insight into the costs associated with changing prices at four U.S. supermarket chains, and discusses the implications of these costs.

The New Economic Environment: It’s Time for Retailers to Transform Their Stores
The rapid growth of eCommerce sales, heightened consumer expectations for self-service, and new web-based, pervasive and analytical capabilities portend that now is the time for retailers to transform the store shopping experience.

The Selection and Pricing of Retail Assortments: An Empirical Approach
(Abstract) Retail assortment can greatly impact category profits and customer retention. This paper details an experimental methodology designed to determine more profitable retail assortments and predict sales and profitability more accurately.

ThisPlays2 Installs Digital Media System in Game Mania Stores
DS screens were installed in Game Mania stores, the biggest video game retailer in Belgium and the Netherlands.

Trigger Happy
DT Research has deployed a new interactivity system that is designed to react to events that occur within close proximity. This innovation is an extension of current interactive digital signage capabilities.

Under the Sun
The German automaker, Audi, took the next step in DS by implementing a system that is not only informative, but also entertaining and visually stimulating.

Understanding Retail Branding: Conceptual Insights and Research Priorities
(Abstract) Understanding the attributes of retail brand equity is useful for retailers desiring to improve their image and distinguish themselves from the competition. The attributes of retail brand equity are discussed.

Unseen is Unsold: Assessing Visual Equity with Commerical Eye-Tracking Data
(Abstract) The study presented by this paper examined the effect of POP advertising on a brand’s purchase consideration in-store. Eye-tracking technology was used to measure a consumer’s visual attention.

Welcome to the New World of Merchandising
(Abstract) By analyzing inventory and sales data, the authors argue that merchandising optimization software systems can help to predict demand.

What's Wrong With Wal-Mart is What's Wrong With America
Wal-Mart is the largest company on the planet. What is ailing Wal-Mart domestically is more illustrative of what is ailing America, which is simply a mature, slowing economy.

Where the Rubber Meets the Road: A Model of In-Store Consumer Decision Making
(Abstract) Specific factors can affect in-store purchases. This article presents a model that provides a basis for better understating the in-store decision-making process and consumer-specific factors on choice behavior.

Why Store Brand Penetration Varies by Retailer
(Abstract )This article presents findings that store brand penetration results in significant variation in different geographic markets, among retailers in the same markets, and by product category.