Digital Signage in Retail

Research output: Chapter in Book/Report/Conference proceedingChapter

11 Citations (Scopus)


Despite the growing interest in waiting perception management, no study has yet explored how environmental distracters in retailing waiting areas influence overall store satisfaction. This field experiment revealed that digital signage mounted at the checkout area of a grocery store positively influenced overall store satisfaction by distracting shoppers from monitoring queuing time. The presence of a digital signage system reduced the perceived waiting time while also creating favorable waiting experiences. However, only the latter influenced store satisfaction. This research highlights the importance of creating favorable waiting experiences.

Original languageDutch
Title of host publication De meerwaarde van innovatieve technologie in de retail
EditorsJesse Weltevreden, Tibert Verhagen, Mayke Steeman
Number of pages4
Publication statusPublished - 11 Mar 2019


  • Digital signage
  • Perceived waiting time
  • Visual distraction

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