Digital Signage in the Store Atmosphere: Balancing Gains and Pains
(2020) Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation — ISBN: [9781838676643], p. 53-69, accepted/in-press
Files
digitalsignage.pdf
Open Access - Adobe PDF
- 1.64 MB
Details
- Authors
- Abstract
- As traditional retailers are becoming more adept at using digital technology to sustain against e-commerce retail models, digital displays are at the forefront to enable a rich digital shopping experience for their customers in-store. While previous studies have evidenced that digital signage (DS) can impact strategically relevant retail outcomes, a limitation is that the vast majority of the messages are not adapted to their audience. Therefore, one of the major challenges contemporary DS applications face is not to overwhelm customers with information not relevant to them. In response, there is a new wave of DS that allows for interacting with and adapting the content to people passing by the screen(s). The growth of interactive and intelligent DS presents a fresh set of opportunities, but also challenges in terms of ethical concerns and legal restrictions, that this chapter further explores.
- Affiliations
Citations
van de Sanden, S., Willems, K., Poncin, I., & Brengman, M. (2020). Digital Signage in the Store Atmosphere: Balancing Gains and Pains. In Eleonora Pantano (ed.), Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation (p. p. 53-69). Emerald. https://doi.org/10.1108/978-1-83867-663-620201010