ESTABLISHING RETAIL DIGITAL SIGNAGE AS A
NEW MEDIUM AND MEASURING ITS EFFECTIVENESS
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 RDS 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. Measurement of
the results from marketing spending have generally failed to keep pace with
technology and, 2. because consumer purchase decisions are, to a significant extent,
made in-store.
Table of Contents (click here)
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.
NEW MEDIUM AND MEASURING ITS EFFECTIVENESS
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 RDS 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. Measurement of
the results from marketing spending have generally failed to keep pace with
technology and, 2. because consumer purchase decisions are, to a significant extent,
made in-store.
Table of Contents (click here)
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.
PLATT RETAIL
INSTITUTE
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