WORKING PAPER: 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.
CONTENTS
Introduction
Discussion
A. Overview
B. Antecedent Considerations:
i. Fragmentation of Mass Media
ii. Impact Upon Consumer Buying Behavior
C. Retail Digital Signage as a New Marketing Medium
i. Elimination of the Time-Lag between Consumer Message
Exposure and the Place of Purchase
ii. Direct Correlation between Message and Sales Impact
iii. Enhancing the In-Store Marketing Environment
D. Retail Digital Signage Testing Methodologies
E. Testing Model Applied to a Convenience Store Chain and Results Achieved from the
Digital Signage Deployment
F. Testing Model Applied to a Grocery Store Chain and Results Achieved from the Digital
Signage Deployment
Conclusions
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.
CONTENTS
Introduction
Discussion
A. Overview
B. Antecedent Considerations:
i. Fragmentation of Mass Media
ii. Impact Upon Consumer Buying Behavior
C. Retail Digital Signage as a New Marketing Medium
i. Elimination of the Time-Lag between Consumer Message
Exposure and the Place of Purchase
ii. Direct Correlation between Message and Sales Impact
iii. Enhancing the In-Store Marketing Environment
D. Retail Digital Signage Testing Methodologies
E. Testing Model Applied to a Convenience Store Chain and Results Achieved from the
Digital Signage Deployment
F. Testing Model Applied to a Grocery Store Chain and Results Achieved from the Digital
Signage Deployment
Conclusions
PLATT RETAIL
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