Digital signage in perspective: Talking it up, talking it down

摘要

Two negative articlesa appeared in the retail trade press this Autumn, the first in The Grocer headlined 'In-store TV will it prove a turn off, and the second in Marketing by Helen Dickenson (the head of retail at KPMG) titled 'In-Store TV is an advertiser turn-off'. Both articles indicated that in-store TV is not the great new media that would reach millions of consumers every week, that would offer brands an unrivalled opportunity to influence shoppers at the point of sale and give retailers a way to tap into the above the line advertising spend. After the initial hype surrounding the new media, both pieces suggested that retailers were reassessing its effectiveness and re-evaluating their position on its ability to increase sales, to improve the customers' shopping experience. and encourage customers to spend more money in store.