Naturally, retailers are primarily interested in how digital signage can positively influence purchasing behaviour. Recently, a number of studies reviewing practical applications have concluded that this expectation is vindicated.
Over an extended period of time, the Visual Merchandising Initiative (VMI) scientifically evaluated the advertising measures used in a large consumer market. The result: Digital monitors significantly outperformed the traditional poster in terms of sales. Deli counter scales with displays that triggered a product recommendation, such as “This wine goes well with your cheese”, on the purchases of a primary product succeeded in increasing sales of wine through the advertising stimulus.
Even without such studies, retailers are firm believers in the effectiveness of digital POS media and are looking to further invest in the technology. This is the conclusion reached by a survey carried out among mid-sized food chain stores by the EHI Retail Institute in May 2007. Every second respondent was unconditionally in agreement with the statement that digital media boost sales. Thirty percent of those polled said that these media “sometimes” drive sales up. In the experience of as many as 80 percent of retailers, customers do in fact use digital information on products, recipes, ingredients and other product properties. Regardless of whether digital media do or don’t increase sales, an important objective for retailers is in any case being met – namely, setting themselves apart from the competition, in other words discounters, by way of services and enhancing their stores’ image. It is therefore not surprising that 90 percent of companies want to provide consumers with additional information at the POS through digital media. Examples of planned investments are digital wine and cheese advisors or cross-selling measures.