WORKING PAPER: IMPLICATIONS FOR RETAIL ADOPTION OF
DIGITAL SIGNAGE SYSTEMS
Researchers: Steven Keith Platt, Platt Retail Institute, Dr. Kingshuck K. Sinha,
University of Minnesota and Research Fellow, Platt Retail Institute, Dr. Barton A.
Weitz, University of Florida, with Pat Hellberg, Nike, Inc, GV Iyer, Bank of America,
and Margot Myers, U.S. Postal Service
CONTENTS
Introduction
Discussion
A. Rationale Supporting the Adoption of Digital Signage by Retailers
Key Benefits of Retail Digital Signage
Objectives of Retail Digital Signage
Market Conditions
Experience
B. Considerations Impacting a Digital Signage Implementation
Marketing Implications
IT and Operational Implications
C. Retail Framework for Assessing Digital Signage
Implementation Approach
Measuring Effectiveness
Future Research
Appendix:
Appendix A. Interview of Pat Hellberg, Nike, Inc.
Appendix B. Interview of GV Iyer, Bank of America
Appendix C. Interview of Margot Myers, U.S. Postal Service
DIGITAL SIGNAGE SYSTEMS
Researchers: Steven Keith Platt, Platt Retail Institute, Dr. Kingshuck K. Sinha,
University of Minnesota and Research Fellow, Platt Retail Institute, Dr. Barton A.
Weitz, University of Florida, with Pat Hellberg, Nike, Inc, GV Iyer, Bank of America,
and Margot Myers, U.S. Postal Service
CONTENTS
Introduction
Discussion
A. Rationale Supporting the Adoption of Digital Signage by Retailers
Key Benefits of Retail Digital Signage
Objectives of Retail Digital Signage
Market Conditions
Experience
B. Considerations Impacting a Digital Signage Implementation
Marketing Implications
IT and Operational Implications
C. Retail Framework for Assessing Digital Signage
Implementation Approach
Measuring Effectiveness
Future Research
Appendix:
Appendix A. Interview of Pat Hellberg, Nike, Inc.
Appendix B. Interview of GV Iyer, Bank of America
Appendix C. Interview of Margot Myers, U.S. Postal Service
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