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Leveraging the Impact of Retail Digital Signage Advertising Through Behavioral MerchandisingPublished by: Platt Retail Institute, L.L.C. Published: Sep. 1, 2005 - 26 Pages Table of ContentsIntroduction 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 AbstractThis Working Paper details the benefits associated with Retail Digital Signage (“RDS”), and introduces the methodology of Behavioral Merchandising (“BEM”). RDS’s attributes as a new medium due to its ability to mass customize messages, as well as measure advertising effectiveness, is addressed. Due to the characteristics of RDS, the medium is also uniquely capable of building customer relationships by facilitating retailer and/or brand differentiation, which requires a closed-loop, intelligent content systematization. Toward that end, this Working Paper details BEM. BEM is defined as the methodology for predicating and influencing consumer purchase behavior in-store by messages delivered via a digital signage system. The objective of BEM is to stimulate the consumer buying process by mass-customization of targeted messages. The output is a content development strategy.Get Full Details About This Report >> |
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