DSW For April 2007

  • Digital Signage Weekly is adding market research to its offerings. Our first contribution to this industry-wide effort is from the Platt Retail Institute, a leading retail research and consulting firm, located in Hinsdale, IL (www.plattretailinstitute.org).
  • Immediately, PRI's first five research papers, along with a sixth working paper to be released during the second quarter of 2007, kick off our offerings. A brief description of these Working Papers follows. Interested parties can email me at dkeene@nbmedia.com

WORKING PAPER #6: TEST RESULTS FROM A BANK BRANCH DIGITAL COMMUNICATIONS NETWORK
In consideration of the market opportunity for DCN's at retail banks, and the need for objective research detailing the effectiveness thereof, PRI has undertaken to design, execute and publish the results achieved by a bank DCN. PRI will be working to undertake this effort and publish the results thereof. Price: $1,000.

WORKING PAPER #5: IMPACTING THE CUSTOMER EXPERIENCE AT A BANK BRANCH THROUGH A DIGITAL COMMUNICATIONS NETWORK
This Working Paper details the attributes of a bank branch DCN. The significance of the branch and the importance of enhancing the customer experience therein is also addressed. In addition, it delineates the major benefits to be derived from a branch DCN. Price: $1,000.

WORKING PAPER #4: DEPLOYMENT AND TEST OF A RETAIL DIGITAL COMMUNICATIONS NETWORK BY THE UNITED STATES POSTAL SERVICE
This Working Paper contributes to the study of retail DCNs in various ways.
First, it is the most extensive report of a major DCN field test published to-date.
Second, it provides intricate knowledge into the testing methodologies applied and the results achieved therefrom. Third, it demonstrates how various analytic models are integrated and interpreted relative to a stated strategy. Finally, it draws implications from this research for wider retail industry application. Price: $1,000.

WORKING PAPER #3: LEVERAGING THE IMPACT OF RETAIL DIGITAL SIGNAGE ADVERTISING THROUGH BEHAVIORAL MERCHANDISING
This Working Paper details the benefits associated with Retail Digital Signage
("RDS"), and introduces the methodology of Behavioral Merchandising ("BEM"). Due to the characteristics of RDS, the medium is uniquely capable of building customer relationships by facilitating retailer and/or brand differentiation, which requires a closed-loop, intelligent content systematization. Toward that end, this Working Paper details BEM. Price: $500.

WORKING PAPER #2: ESTABLISHING RETAIL DIGITAL SIGNAGE AS A NEW MEDIUM AND MEASURING ITS EFFECTIVENESS
This Working Paper addresses whether RDS is capable of having a
measurable impact upon consumer shopping behavior to substantiate its inclusion in the marketing mix. This is significant for the following reasons: 1. Measurement of the results from marketing spending have generally failed to keep pace with
technology and, 2. because consumer purchase decisions are, to a significant extent, made in-store. Price: $750.

WORKING PAPER #1: IMPLICATIONS FOR RETAIL ADOPTION OF DIGITAL SIGNAGE SYSTEMS
The rationale for implementing this technology includes the impact upon the customer shopping experience and the related financial implications for a retailer. This Working Paper explores the decision matrix supporting retailer adoption of digital signage systems, reviews the considerations required for an implementation, and advances a framework for assessing a retail digital signage system. Price: $500.