Smart Inspiration at the Point of Sale - Connecting In-Store Ad-Impressions with Purchase Data

Dennis Herhausen and Sven Henkel

Marketing Review St.Gallen, 2018, vol. 35, issue 6, 26-33

Abstract: Retailers increasingly use digital signage to inspire customers. The present article introduces C.A.P., a new customer inspiration approach that combines the ad-impressions from digital signage with purchase data from individual shoppers. These insights enable the analysis of individual customer reactions towards digital displays in physical stores, in order to calculate offline conversion rates and to optimize these in-store marketing activities.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276010

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Marketing Review St.Gallen is currently edited by Sven Reinecke, Thomas Bieger, Johanna Gollnhofer, Dennis Herhausen, Andreas Herrmann, Christian Hildebrand, Thomas Rudolph, Christian Schmitz, Marcus Schögel, Torsten Tomczak, Dirk Zupancic, Christian Belz, Heinz Weinhold-Stünzi

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