TY - JOUR
T1 - In-Store Proximity Marketing: Experimenting with Digital Point-of-Sales Communication
AU - Willems, Kim
AU - Brengman, Malaika
AU - Van De Sanden, Stephanie
PY - 2017/6
Y1 - 2017/6
N2 - Purpose: 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. Design/methodology/approach: 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. Findings: 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. Research limitations/implications: This experiment is a pilot study and such finds itself confronted with a limited number of observations. Originality/value: The study is among the first to examine how message content (beyond price promotion) can be adapted to in-store locations.
AB - Purpose: 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. Design/methodology/approach: 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. Findings: 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. Research limitations/implications: This experiment is a pilot study and such finds itself confronted with a limited number of observations. Originality/value: The study is among the first to examine how message content (beyond price promotion) can be adapted to in-store locations.
KW - Digital signage
KW - Experiment
KW - In-store proximity marketing
KW - Narrowcasting
KW - Temporal construal level theory
UR - http://www.scopus.com/inward/record.url?scp=85027533398&partnerID=8YFLogxK
U2 - 10.1108/IJRDM-10-2016-0177
DO - 10.1108/IJRDM-10-2016-0177
M3 - Special issue
VL - 45
SP - 910
EP - 927
JO - International Journal of Retail & Distribution Management
JF - International Journal of Retail & Distribution Management
SN - 0959-0552
IS - 7-8
ER -