Digital signage i butikshyllan - Kan interaktivitet skapa ytterligare en dimension av påverkan vid köpbeslutet
Interactive media is constantly increasing in our surroundings and with the innovation of touch-screens, two-way communication with screens has become part of our daily life. Still, this well known way of process information is not often seen in the in-store environment of grocery retailing. Here, interactive media is an unestablished field where empirical studies are invisible within the academic world. The lack of knowledge in which effect interactive digital signage has is one of the barriers of investing in this marketing solution in-store. The main purpose of this study is to examine and describe the effects of interactive digital signage at shelf within grocery retailing. Further more, we describe the general effect of digital signage at shelf, independent from interactivity, as this is an unexplored area as well. Through an in-store experiment executed in three hypermarkets and over two contrary categories, the study has been carried out by looking on three different sources of data; sales data, in-store observations and consumer interviews. The results show that adding interactivity in digital signage at shelf is not affecting consumers in any noticeable way compared to non-interactive screens. Though, the general effects of screens at shelf show significant improvements on brands and categories, mainly where the purchase is associated with lower risk; defined as relative low information search and high variation. Here, we find improvements on consumer's attention, consideration set, intention to buy and perception of the brand and the category. For suppliers and brand owners we give the advice to experiment different type of content before initiating an interactive digital solution in-store. In other case, digital signage at shelf is enough to affect consumers without the need of interactivity and thus we can present good arguments for investing in this alternative marketing solution right at the purchase situation. For retailers, the results show a new potential way to capitalize on an existing space and for the academic world we are opening up a door to an unexplored field where we hope to inspire more researchers to go deeper into.