Do Digital Displays Enhance Sales? Role of Retail Format and Message Content

Anne L. Roggeveen, Jens Nordfaldt, Dhruv Grewal

Research output: Contribution to journalArticle

37 Citations (Scopus)

Abstract

This research examines the impact of in-store digital displays on retail sales across four different store formats. The results of three field experiments show that sales in hypermarkets are enhanced when digital displays are on. However, in supercenters and supermarkets, having the digital displays on has a minimal effect on sales, and in smaller stores (e.g., convenience stores), the digital displays have a negative impact on sales. A follow-up study confirms that the lift in sales in larger stores when the digital displays are on continues five months after their initial installation, though the lift does diminish somewhat. Furthermore, for the digital display to result in a sales lift, the message content must promote the price.
Original languageEnglish
Pages (from-to)122-131
Number of pages10
JournalJournal of Retailing
Volume92
Issue number1
Early online date3 Sep 2015
DOIs
Publication statusPublished - 1 Mar 2016

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