Nanni and Ordanini studied the implications of in-store digital signage. They learned via data collected in grocery stores that “Using digital signage alongside traditional displays doesn't always boost sales of discounted products. Distance between discounted products and digital screens affects the impact of digital price promotions. Price promotions on distant digital screens boost sales of discounted products. Price promotions on nearby digital screens don't significantly impact sales of discounted products. . . . promoting price discounts on digital screens has a significant impact on the sales of discounted products located farther from digital screens (i.e., products outside the department in which the screens are located). However, promoting discounted products near screens (i.e., products in the department) do not have a significant effect on sales. . . . For products near screens, traditional printed displays might be sufficient to drive sales.”
Anastasia Nanni and Andrea Ordanini. “Digital Signage for Promoting Price Discounts: First Insights Into Customer Spending on Distant and Nearby Discounted Products.” Journal of Retailing, in press, https://doi.org/10.1016/j.jretai.2024.05.004