Communication Controlling of Digital Signage: Perception, Usage and Effects of Digital Point-of-Sale Media

Kommunikationscontrolling von Digital Signage: Wahrnehmung, Nutzung und Wirkung von Point-of-Sale-Bildschirmmedien

Sven Pagel (), Alexander Juergens (), Janina Guenther and Katrin Mollekopf
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Sven Pagel: Department of Economics of the Duesseldorf University of Applied Sciences
Alexander Juergens: Department of Economics of the Duesseldorf University of Applied Sciences
Janina Guenther: Department of Economics of the Duesseldorf University of Applied Sciences
Katrin Mollekopf: Department of Economics of the Duesseldorf University of Applied Sciences

Duesseldorf Working Papers in Applied Management and Economics from Duesseldorf University of Applied Sciences

Abstract: Shopping is an adventure. Not only flagship-stores, but also ordinary supermarkets around the corner can deliver excellent shopping experience by using appealing digital instruments, for example by applying digital signage. The number of digital screens at the point of sale is ever increasing in recent years. Frequently these screens are just used as digital posters. Acoustic and visual attractions of Point-of-Sale-TV are hardly ever combined. Also the installation of PoS-TV does not seem to have any regulations at all. First insights and recommendations for installing PoS-TV can be drawn from an explorative and quantitative study in three different markets. Purchase as an economical impact is only the third Stepp with in acomplex reception process of perception, usage and effect.

Keywords: Moving Image; Digital Signage; Point-of-Sale; Video-Content; Food retail; Usability; Eyetracking; Bewegtbildkommunikation; Lebensmitteleinzelhandel (search for similar items in EconPapers)
JEL-codes: D12 M31 (search for similar items in EconPapers)
Pages: 63 pages
Date: 2011-08
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Published in Forschungsberichte des Fachbereichs Wirtschaft der Fachhochschule Duesseldorf ; 2011, 19 ; ISSN 1866-2722

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