Digital In-Store Advertising

Digital In-Store Advertising

Over the years there has been a developing trend of advertising in-store with new and creative technologies. Digital advertising including visual and auraltechnologies have proved to be effective in communicating with consumers at the store (2007 Top 10 Technology Trends in Retail Industry, 2007). The physical retail environment of stores is also moving towards amore dynamic atmosphere. Interaction by technology devices is transforming the shopping experience into a more entertaining and informative one. These technological devices would also reduce costs andtime that would eventually increase the retailer’s operational efficiency (Greenberg, 2010).

In the case of Amart All Sports and Sporty’s Warehouse, they are not using these technologies on theirbusinesses effectively.

Devices such as plasma or LCD screens have become the most popular forms of digital advertising in-stores. These are extremely successful in helping customers make a buyingdecision (Thandi, 2007). Research made by Point of Purchase Advertising International shows that 70% of the consumers decide their purchases in-store. In addition, 43% can be influenced by in-storeadvertising. In both superstores we found a vast variety of sporting items which were not advertised inside the stores and could pass unnoticed by clients.

In-store advertising needs certainrequirements in order to be useful (Jasuja, 2002):
1. Be there when the target public is in-store.
2. Be noticed by the target public.
3. Create an impact in the target public.

One advantageabout this digital advertising technology inside the store is that the retailer can focus independently on various types of customer. Due to the depth of the merchandise in both Amart All Sports andSporty’s Warehouse, they are organized in sections such as golfing, tennis, rugby, athletics, etc. TV screens and music systems would be efficient in delivering a unique audiovisual message in each...