The wallpaper matters: digital signage as customer-experience provider at the Harrods (London, UK) department store

Dennis, Charles and Brakus, J. and Alamanos, Eleftherios (2013) The wallpaper matters: digital signage as customer-experience provider at the Harrods (London, UK) department store. Journal of Marketing Management, 29 (3/4). pp. 338-355. ISSN 0267-257X

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Official URL: http://dx.doi.org/10.1080/0267257X.2013.766628

Abstract

This paper draws on the construct of brand experience to investigate the previously little-researched role of digital signage (DS) in retail atmospherics. Face-to-face between-subjects survey experiments were carried out at permanent DS installations in the UK: a pretest in a university (n=103); and a field trial at the Harrods department store, London (n=437).
Findings demonstrate effectiveness of a DS sensory-affective ad (little functional information), whereas previous studies concern mainly cognitive content. DS content high on sensory cues evokes affective experience. DS ads high on factual information evoke intellectual experience. Evoked affective experience is more associated with attitude towards ad and approach towards advertiser than is evoked intellectual experience.

Summary statement of contribution
The findings indicate that incidental brand-related stimuli on DS can lead to evaluative judgments such as attitudes. Such stimuli can also work by evoking sensory and affective experiences and eliciting approach behaviour towards an advertiser. Practical implications arise as ‘affective’ DS ads can increase shoppers’ approach towards an advertiser and the store that carries the ads, especially in generating loyalty from first time shoppers.

Item Type:Article
Keywords:Digital Signage, Experiential Message Cues, Customer Experience
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:College of Social Science > Lincoln Business School
ID Code:6375
Deposited By: Eleftherios Alamanos
Deposited On:30 Sep 2012 11:37
Last Modified:05 Dec 2013 10:43

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