Captive Audience Network Research
New research in a published study has established a link
between captive audience networks (CAN) and an improved shopping
experienced.
A captive audience network consists of dynamic digital signage
(DDS) located where the target audience is assured to remain
in place for some time such as retail stores, supermarket
queues, banks and other areas where people gather and wait.
London based, How and Why, a media strategy company within
the Instrumental Media Group, announced significant findings
related to new research to determine the effect of a captive
audience network on the behaviour of shoppers in a retail
environment.
The research was conducted jointly by retail academics from
the highly respected Business and Management School of Brunel
University, the University of Manchester Institute of Science
and Technology and technology partner GlobeCast.
Research such as this provides retailers and marketers with
information they need when assessing which communication strategies
to adopt to enhance retail performance.
The research found that the presence of a network of this
kind in a shopping centre can be expected to generate a mean
increase in like-for-like sales of 1.5 percent even before
the research learnings around content effectiveness have been
applied.
Highlights of research results:
- There was a clear positive link between the content shown
on the CAN network and the amount of money spent, time spent
shopping and the number of items purchased;
- The estimated uplift in like-for-like sales was 1.5 percent,
a significant number when the percentage of turnover increase
is measured solely as a result of customer response to improvements
to the shopping environment;
- The CAN network improved the image of the shopping centre
amongst consumers by providing relevant information and
creating a more pleasurable environment in which to shop;
- Respondents aged 24 and under were most positive about
the network;
- Overall 76 percent of respondents were positive about
the network with very few actively disliking it;
- Shoppers thought that screen should be even bigger than
the 42” plasma screens used in the research.
“A 1.5 percent increase in turnover is the minimum
improvement. Factors that positively influence shoppers to
stay longer and spend more money like the increase in “pleasure”
induced by the network can have a maximum impact of up to
2.5 percent which is the new number to aim for once the research
findings have been assimilated,” said Bob Clarke, Chief
Executive of the Instrumental Media Group.
When applying these figures to large shopping centres, extra
earnings for tenants and increases in rents justify the installation.
“Digital Signage is still so new, it’s a challenge
to justify the ROI on some projects,” said Rod Alderton,
Managing Director of Command Digital Signage.
“This type of research provides the answers to questions
many companies are asking. And the answers are good.”
The Mall Ashley shopping centre in Epsom, UK was host to
the CAN network along with seven retails: Burton, Café
La Mocha, Claire’s Accessories, Dixons, Supedrug, Thorntons
and Vision Express. A further three major retailers participated
by providing content for the network which was shown in the
public areas of the all – Adams Childrenswear, Early
Learning Centre and HMV.
Click
here to download a white paper with a summary of the research
key findings.
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