LEVERAGING THE IMPACT OF RETAIL DIGITAL SIGNAGE
ADVERTISING THROUGH BEHAVIORAL MERCHANDISING
Researchers: Steven Keith Platt, Director and Research Fellow, Platt Retail
Institute, John Greening, Associate Professor, Northwestern University, and Bill
Pennell, Mediawide UK Ltd. and formerly of Tesco Media Services
CONTENTS
Introduction
Discussion
A. Overview
B. Retail Digital Signage as a New Marketing Medium
C. Mass Customized Advertising Messages
D. RDS Advertising Effectiveness
E. Behavioral Merchandising Theory to an Build Customer Relationships
Through Effective RDS Content Strategy
Conclusions
ADVERTISING THROUGH BEHAVIORAL MERCHANDISING
Researchers: Steven Keith Platt, Director and Research Fellow, Platt Retail
Institute, John Greening, Associate Professor, Northwestern University, and Bill
Pennell, Mediawide UK Ltd. and formerly of Tesco Media Services
CONTENTS
Introduction
Discussion
A. Overview
B. Retail Digital Signage as a New Marketing Medium
C. Mass Customized Advertising Messages
D. RDS Advertising Effectiveness
E. Behavioral Merchandising Theory to an Build Customer Relationships
Through Effective RDS Content Strategy
Conclusions
PLATT RETAIL
INSTITUTE
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