LEVERAGING THE IMPACT OF RETAIL DIGITAL SIGNAGE
ADVERTISING THROUGH BEHAVIORAL MERCHANDISING
Researchers: Steven Keith Platt, Platt Retail Institute, John Greening, Associate
Professor, Department of Integrated Marketing Communications, Northwestern
University, and Bill Pennell, Mediawide UK Ltd. and formerly of Tesco Media Services
Abstract: This Working Paper details the benefits associated with Retail Digital Signage
(“RDS”), and introduces the methodology of Behavioral Merchandising (“BEM”). RDS’s
attributes as a new medium due to its ability to mass customize messages, as well as
measure advertising effectiveness, is addressed. Due to the characteristics of RDS, the
medium is also uniquely capable of building customer relationships by facilitating retailer
and/or brand differentiation, which requires a closed-loop, intelligent content
systematization. Toward that end, this Working Paper details BEM. BEM is defined as the
methodology for predicating and influencing consumer purchase behavior in-store by
messages delivered via a digital signage system. The objective of BEM is to stimulate the
consumer buying process by mass-customization of targeted messages. The output is a
content development strategy.
Table of Contents (click here)
Sponsors: Alchemy, Brandpartners, Digital Retailing Expo 2006, IBM, NEC Display
Solutions, POPAI, Rapp Collins Worldwide, a subsidiary of the Omnicom Group Inc.,
Reflect Systems, RMS Networks, SignStorey, Inc., Symon Targetvision, The Center for
Retailing Education and Research at the University of Florida, and The JCPenney Center
for Retail Excellence at Southern Methodist University.
ADVERTISING THROUGH BEHAVIORAL MERCHANDISING
Researchers: Steven Keith Platt, Platt Retail Institute, John Greening, Associate
Professor, Department of Integrated Marketing Communications, Northwestern
University, and Bill Pennell, Mediawide UK Ltd. and formerly of Tesco Media Services
Abstract: This Working Paper details the benefits associated with Retail Digital Signage
(“RDS”), and introduces the methodology of Behavioral Merchandising (“BEM”). RDS’s
attributes as a new medium due to its ability to mass customize messages, as well as
measure advertising effectiveness, is addressed. Due to the characteristics of RDS, the
medium is also uniquely capable of building customer relationships by facilitating retailer
and/or brand differentiation, which requires a closed-loop, intelligent content
systematization. Toward that end, this Working Paper details BEM. BEM is defined as the
methodology for predicating and influencing consumer purchase behavior in-store by
messages delivered via a digital signage system. The objective of BEM is to stimulate the
consumer buying process by mass-customization of targeted messages. The output is a
content development strategy.
Table of Contents (click here)
Sponsors: Alchemy, Brandpartners, Digital Retailing Expo 2006, IBM, NEC Display
Solutions, POPAI, Rapp Collins Worldwide, a subsidiary of the Omnicom Group Inc.,
Reflect Systems, RMS Networks, SignStorey, Inc., Symon Targetvision, The Center for
Retailing Education and Research at the University of Florida, and The JCPenney Center
for Retail Excellence at Southern Methodist University.
PLATT RETAIL
INSTITUTE
INSTITUTE
 |
| |
 |
| |
 |