Digital signage for promoting price discounts: First insights into customer spending on distant and nearby discounted products
Loading...
Access rights
openAccess
publishedVersion
URL
Journal Title
Journal ISSN
Volume Title
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
This publication is imported from Aalto University research portal.
View publication in the Research portal (opens in new window)
View/Open full text file from the Research portal (opens in new window)
Other link related to publication (opens in new window)
View publication in the Research portal (opens in new window)
View/Open full text file from the Research portal (opens in new window)
Other link related to publication (opens in new window)
Authors
Date
2024-06
Department
Major/Subject
Mcode
Degree programme
Language
en
Pages
Series
Journal of Retailing, Volume 100, issue 2, pp. 186-198
Abstract
Retailers are increasingly using digital signage to promote price discounts. Our research explores a crucial question: Does displaying price discounts on digital screens, in addition to traditional displays, influence customer spending on discounted products? Through two field experiments in grocery stores involving 7,009 customers, we found that promoting price discounts on digital screens has a significant impact on the sales of discounted products located farther from digital screens (i.e., products outside the department in which the screens are located). However, promoting discounted products near screens (i.e., products in the department) do not have a significant effect on sales. Retailers should consider promoting discounted products on digital screens while considering the product's distance from the screen. For products near screens, traditional printed displays might be sufficient to drive sales. This unique insight can guide retailers and brand manufacturers in optimizing their in-store marketing strategies. Our study offers a valuable starting point for future research on the effects of digital signage on retail sales.Description
Publisher Copyright: © 2024 The Author(s)
Keywords
Digital signage, Field experiments, Grocery stores, Price discounts, Product location
Other note
Citation
Nanni, A & Ordanini, A 2024, ' Digital signage for promoting price discounts : First insights into customer spending on distant and nearby discounted products ', Journal of Retailing, vol. 100, no. 2, pp. 186-198 . https://doi.org/10.1016/j.jretai.2024.05.004