retail display

Topics: Retailing, Sales, Online shopping Pages: 17 (5045 words) Published: April 26, 2014


Retail Display
Effect of signage and digital display on consumer Behavior

Submitted By: Guided By: V.Anusha Prof. Hardeep Singh Roll No.04

PGDM-RM
KJ Somaiya Institute Of Management Studies and Research

Table Of Contents

1. Abstract…………………………………………………………………………………………………………….....1 2. KeyWords……………………………………………………………………………………………………………..1 3. Introduction…………………………………………………………………………………………………………..2 4. Literature Review…………………………………………………………………………………………………..2 a. Retail Display……………………………………………………………………………………………………3 b. Signage……………………………………………………………………………………………………………8 c. Digital Display…………………………………………………………………………………………………10 5. Research Methodology………………………………………………………………………………………….12 6. Key Findings………………………………………………………………………………………………………..13 7. Conclusion…………………………………………………………………………………………………………..14

Abstract:
Retail is all about selling which need consumer attention. This attention can be grabbed only through attractive and creative displays. The changing display attributes of both offline and online stores are very important to analyze and bring down a store that increases foot falls for itself with attractive shelves and visual merchandising. This paper contains detailed study of various retail display methods adopted by the retailers in the industry. The various trends and innovations taking place are also covered. The paper also deals with retail display invention in the form of digital display that has become prevalent in the present times. Also the effects of various attributes such as lighting, display of products, color of the store are discussed in detail.

Keywords:
Retail Display, Digital Display, Consumer behavior, Shopper Experience, Display Merchandise, and Signages in Retail

Introduction:
Today’s consumers are increasingly information-driven and experience-oriented. They have more access to information channels than they did only a decade ago. As a result, it is becoming more challenging for retailers to stand out from the competition. Retailers must find ways to create a pleasingly different and interactive in-store environment. By drawing the shopper inside the store with vibrant images and engaging content on large format digital displays, retailers can attract shopper attention to their products or services. It is very important for the retails to enhance their shopper environment by – Reaching consumers with impactful images.

Reaching consumers by rich content and interactivity.
Simplifying display management with an integrated ready solution. A customer’s first impression is formed within the first 5 seconds of shopping. The common area is the first experience for the consumers after parking and can provide a long-lasting impression. This initial impression can directly impact the overall ambiance of the shopping center and can positively or negatively affect the consumers’ shopping habits with the store. Building on the physical shopping experience with growth in mobile and internet technologies, retail is a growing segment of the global economy and the perfect place to implement new digital signage displays.  Mixing technology-enabled experiences in physical stores or showrooms (brick-and-mortar) with internet or mobile sales components is a trend Planar is leading with innovative display technologies.  In museums and retail establishments alike, digital signage can help create the immersive environments that build brand and keep customers coming back for more. Literature Review:

Retail Display
Understanding the needs, purchasing behavior, and changing lifestyles of today’s shopper is critical in being able to deliver on their immediate and future needs. While it’s true that a shopper’s decisions are no longer limited to in-store, POPAI’s 2012 Shopper Engagement Study finds...


References: Ailawadi, Kusum L., J.P. Beauchamp, Naveen Donthu, Dinesh K. Gauri, and Venkatesh Shankar (2009), “Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research,” Journal of Retailing, 85 (1): 42-55.
Anderson, Eric and Duncan T. Simester (2001). “Are Sales Signs Less Effective When More Products Have Them?” Marketing Science, 20 (2): 121-143.
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Arnold, Mark J. and Kristy E. Reynolds (2009). “Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus,” Journal of Retailing, 85 (3): 308-320.
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Bakos, Yannis (2001). “The Emerging Landscape for Retail E-Commerce,” Journal of Economic Perspectives, 15 (1): 69-80.
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Chan, Tat, Chakravarthi Narasimhan, and Qin Zhang (2008). “Decomposing Promotional Effects with a Dynamic Structural Model of Flexible Consumption,” Journal of Marketing Research, 45 (4): 487-498
Chan, Tat, Chakravarthi Narasimhan, and Qin Zhang (2008)
Childers, Terry J., Christoper L. Carr, Joann Peck, and Stephen Carson (2001). “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior,” Journal of Retailing, 77 (4): 511-536.
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