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The authors present an exploratory study on the effectiveness of in-store marketing communication appeals via digital signage applying the construal level theory (CLT) in a field experiment. According to this theory, the authors hypothesize that shoppers will on the one hand respond more favorably to messages focusing on the desirability of the offering, when they are further distanced from the actual purchase decision. On the other hand, the authors expect more favorable responses toward messages containing feasibility appeals, positioned closer by to the purchase decision. The purpose of this paper is to determine appropriate location-based content for in-store proximity marketing.

A field experiment was conducted in a Belgian coffee bar, examining temporal distance effects in a natural retail/service environment. A 2×2 between-subjects experimental design is implemented (i.e. low vs high temporal distance×concrete/cost vs abstract/brand-oriented appeal), examining the impact on marketing communication effectiveness.

Overall, the authors find some initial support for CLT on effectiveness measures regarding purchase intentions and actual purchase, but not in terms of self-reported noticing of the screen and the ad, nor in terms of (un)aided ad recall.

This experiment is a pilot study and such finds itself confronted with a limited number of observations.

The study is among the first to examine how message content (beyond price promotion) can be adapted to in-store locations.

1. Innovative technologies, such as DS, can engage different human senses and play an important role in enhancing the store atmosphere.

2. The majority of DS networks feature content that is generic and is rarely tailored to the audience passing by the screens. As a result, digital displays are often ignored.

3. DS coupled with sensors and Artificial Intelligence allow for more relevant and personalized experiences.

4. Relevance through personalization can help retailers overcome display blindness, but challenges in terms of legal restrictions and ethical concerns exist to unlock its potential.

5. Nontouch interaction technologies, such as voice assistants, gesture controls, facial recognition, and augmented reality, present new ways of interacting with digital screens.

Innovative technologies, such as DS, can engage different human senses and play an important role in enhancing the store atmosphere.

The majority of DS networks feature content that is generic and is rarely tailored to the audience passing by the screens. As a result, digital displays are often ignored.

DS coupled with sensors and Artificial Intelligence allow for more relevant and personalized experiences.

Relevance through personalization can help retailers overcome display blindness, but challenges in terms of legal restrictions and ethical concerns exist to unlock its potential.

Nontouch interaction technologies, such as voice assistants, gesture controls, facial recognition, and augmented reality, present new ways of interacting with digital screens.

Due to recent developments of indoor location-tracking technologies, brick-and-mortar retailers are now able to add location-based marketing capabilities to their existing retail apps, providing retailers with new opportunities to interact with customers inside of their stores. The aim of this study is to identify factors influencing the customers' adoption intention of location-based retail apps for stationary retailing.

Based on the technology acceptance model, a conceptual model was developed. A Web-based survey was conducted in Germany with a final sample of 501 cases. Structural equation modelling was performed to test the hypotheses.

The results confirmed the positive relationship between attitude and the customers' intention to use location-based retail apps. Perceived usefulness and perceived enjoyment promote a positive attitude toward location-based retail apps, while privacy concerns and fear of spam hinder the formation of a favorable attitude. Subjective norms have a positive effect on customers' usage intention.

The results help retailers who want to establish location-based retail apps at the point of sale (e.g. in the context of omni-channel strategies).

As previous research about location-based apps has mainly used empirical data from either Chinese or American samples, less is known about the perception of European customers. Research indicates that existing findings might not be transferable to European countries due to differences in values, social norms or regulations. Also, the failure of Shopkick in Germany illustrates the need for more research. Based on this, using a German sample to answer the research question, this study aims to provide a European perspective on location-based retail apps, and thereby extend existing research.

This study investigates the potential of two different digital in-store technologies and advertisement message framings according to the construal-level theory for increasing sustainable consumption. This paper aims to provide managerial implications for the promotion of sustainable products at the point of sale as well as to theoretically contribute by integrating the literature streams of perceptual research, point-of-sale marketing and construal-level theory.

The authors tested their hypotheses in a two-week field experiment with a 2 (product label: organic vs local) × 2 (message framing: high vs low construal level) × 2 (presentation technology: digital signage vs augmented reality) between-subjects factorial design. The study was conducted in two grocery stores of different sizes using milk as a test product. Purchase data, as well as attention data gathered by facial recognition software, were analyzed.

Even though the magic mirror augmented reality application attracted significantly more attention, it did not significantly boost sales compared to the digital signage technology. In the larger store, the sales of the advertised sustainable products were significantly higher in both technology conditions than in the control condition without advertisement. If consumers pay enough attention to the promotion, results indicate that using messages with a concrete low-level construal is more useful for organic goods.

This study is the first investigating a combination of in-store technology and construal-level message framing for the promotion of sustainable products. It extends the retailing literature by proposing a two-step approach on how to use in-store technology effectively: (1) gaining attention and (2) matching messages to existing cognitions.

Retail customers are now omnichannel both for attitude and behavior. Since individuals interact with multiple touchpoints throughout their shopping journey, retailers must consider all channels holistically as consumers do, in order to provide them with a unified shopping experience. Thus, recently retailers are showing an increasing interest in the deployment of advanced in-store systems aimed at enhancing the shopping experience by providing customers with innovative tools able to engage them for obtaining deeper insights, saving time and feeling more independent while shopping. Such technologies can help retailers to better react to those emerging settings by: acquiring a positive image and reputation, being perceived as innovator; reducing management costs; maintaining and acquiring loyal consumers; making imitation strategies as difficult as possible for competitors; and reaching a unique and differentiated positioning. The purpose of this paper is to explore whether and how store technology positively affects the customer experience in an omnichannel retail environment and if the early adoption of in-store technology by retailers produces a sustainable competitive advantage.

To achieve the research aim and deeply explore the phenomenon of interest, a multiple-case study involving 15 retailers, operating in different industries of the Italian market, was carried through 80 semi-structured in-depth interviews with store managers and employees.

Results of the content analysis show that customers are increasingly willing to use the in-store innovations in order to obtain richer shopping experiences while retailers achieve a stronger brand loyalty as well as a better and updated brand image.

This paper contributes to the relevant literature by proposing two conceptual frameworks. It provides a deeper understanding of possible advantages and threats resulting from early technology adoption by retailers, which is becoming essential for improving the omnichannel customer management and increasing business performance.

The purpose of this paper is to empirically investigate the role of the placement (i.e. location) of humanoid service robots (HSRs) for entertainment applications in retailing by inspecting a multitude of performance metrics along the point-of-sale conversion funnel.

The study was conducted using unobtrusive observations at a Belgian chocolate store. In total, 42 h of video observation material was collected and analyzed, with an even spread over three conditions: (1) an HSR placed outside, (2) an HSR inside the store and (3) a control condition (no robot stimuli). All passersby and their interactions with the robot and the store were systematically coded and compared.

The study found that the better placement of HSRs (inside or outside the store) is contingent on the goals the retailer prioritizes. When the goal is to create awareness and interest toward the store, the HSR should be placed outside, as it has double the stopping power. To induce consumers to enter the store, placement of the HSR inside the store is the better option. Ultimately, however, in terms of the number of transactions and total amount spent, outside placement of the HSR outperforms inside placement.

This study was not able to verify the internal emotional/cognitive state of the passersby, as the method relied on unobtrusive camera observations. A longitudinal research design would be desirable to exclude potential bias due to the novelty effect.

While research on robots in retail services is emerging, this study is the first to provide insights on how retailers can decide on the placement of robots inside or outside the store, depending on the particular goals they are aiming to reach at the point of purchase.

This study identifies the conventional elements of the vending marketing mix and how they vary across academic segments in the context of a typical French university.

To determine the elements of the vending marketing mix, the author conducts interviews with international industry experts and undertake 170 direct observations at various universities to verify the differences between the marketing mix proposals of dissimilar target markets.

The results reveal significant variances across all elements of the marketing mix, with distribution characteristics being the most frequently adapted element across various markets, followed by promotion- and product-related parameters, while pricing characteristics are most commonly standardised.

Vending operators should pay particular attention to marketing decisions related to the product assortment length, selection of appropriate locations, availability of smart payment options and feedback communication channels. The results reveal significant variances across all elements of the marketing mix indicating that vending operators apply strategies to reach different market segments. However, there is a high degree of standardisation within vending channels.

Though vending channels are an important retail format, prior studies do not investigate their marketing mixes. This is the first attempt to empirically establish the conventional elements of the vending marketing mix and to measure its variation across customer segments.

Nowadays customers want to enjoy their shopping experience with convenience and maximum value for their money. The purpose of this paper is to examine the role of in-store logistics in crafting store image and perceived value to customers, thus creating satisfied and loyal customers.

A research framework was developed based on the review of relevant past research in the area of retail store service quality, perceived value, store image, customer loyalty and satisfaction. Valid data were gathered through a survey from 200 respondents who have shopping experience of small- and medium-sized retail store. Data are analysed through partial least square structural equation modelling (PLSSEM) using Smart PLS 3.2.4.

The findings of this study suggest that in-store logistics play a major role in developing customers’ satisfaction followed by store image and perceived value. Further, satisfied customers are expected to return to the same retail store, thus showing loyalty.

This research provides insight into retail decisions makers regarding the factors which enhance customer satisfaction and retention. This study also helps marketers and operations managers to develop strategies for retail stores based on the findings of this research.

From a retailer’s perspective the paper explains the factors empirically that impact shoppers in the retail store environment.

There is ample evidence supporting the generalizability of the stimuli-organism-response framework in the retail field, with limited extensions to digital signage inside malls. This article postulates that favourable perceptions of the mall environment result in stronger approach behaviours than positive experienced emotions. This varying indirect effect is predicated to be moderated by shoppers' enjoyment of hedonic digital signage content.

This study was conducted at two upmarket super-regional malls in South Africa with a wide variety of contemporary digital signage displaying hedonic content. Purposive quota sampling was used to intercept and survey 400 regular shoppers viewing dynamic hedonic digital signage content. Data was collected via an interviewer-administered structured questionnaire. Hayes macro conditional process analysis was used to determine the moderating role of hedonic content enjoyment and to estimate regression coefficients of the proposed model.

It was found that favourable perceptions of the mall environment is strongly associated with approach behaviours relative to the indirect effect of positive experienced emotions. When shoppers' enjoyment of hedonic content is factored in the model, low enjoyment of hedonic content shows an insignificant effect of digital signage on approach behaviours. However, for high enjoyment of hedonic content, this relationship is positive and significant.

Digital signage was only studied as a design cue and the promising role as social cue or ambient factor were thus not take into account. It also applied a cross-sectional survey rather than an experiment and has modelled the effects of digital signage as a part of retail atmospherics rather than its presence or absence in malls. The results were generated based on a survey with shoppers from two upmarket super-regional malls in South Africa while viewing digital signage displaying hedonic content. Findings might differ for utilitarian content and other settings.

Practical recommendations on how shopping mall management could utilise digital signage to possibly increase approach behaviours are provided.

There is very limited research on the effects of digital signage on shoppers in the mall environment. This study is one of the first to consider enjoyment of digital signage content inside malls as moderating variable. Additionally, this study contributed to this growing field of shopper-oriented technologies in methodological and pragmatic manners.

Research into the introduction of innovative technologies directly at the storefront window is limited. The purpose of this paper is to model the behavioural attitudes and the subsequent benefits of, introducing innovative technologies to the storefront, while also considering the role of personal innovativeness in the decision process.

This study employed a sample of 341 consumers who approached this new kind of storefront in two well-known apparel stores in the centre of New York City. A self-administered questionnaire was used as a tool for data collection.

Findings empirically demonstrate that when consumers sense that there are innovative interactive technologies in the storefront windows, they are willing to enter the store, generate positive word-of-mouth communication (sharing the positive experience with friends).

This study is the first to investigate the combination of consumer innovativeness and storefront window on the behavioural attitude, supported with quantitative evidence.