Digital Signage

Message Characteristics: Shoppers are most responsive to “news” and least responsive to traditional brand messages.

Product: category is a key factor – food/entertainment have the highest lift.

Moderating Variables: need state of shopper (message receptiveness varies by time of day and day of the week; quality and frequency of exposure). Where the sign is located, its orientation and visibility affect shopper response.

Digital signs, whose messages could change by time of day, lifted store sales.

In an experiment with Eddie Bauer, store traffic increased 23 percent and sales increased over 10 percent when paper signage was replaced with digital signs that change during the day.


1 Response to “Digital Signage”

  1. 1 kandersonsigns September 25, 2012 at 11:55 am

    Impressive results! Sounds like digital signage with current news is the way to go.

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