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Instore: Screen media shopper study
Screen media to seek shopper insight
Shoppercentric, the retail research and behaviour specialist, has announced it will release the results of its next major survey on the use of screen media in the retail sector in association with The Screen, the leading trade body for the screen-media industry. The survey, due to be completed later this year, will provide authoritative comment on how consumers relate to digital signage and how stores can best implement screen media networks.
The agreement to release the results of the survey in partnership with The Screen Association follows Shoppercentric's well-received presentation at the trade body's 2nd annual conference, on the 10th October. At the conference, Shoppercentric provided strong research and experiential evidence that, while the potential benefits of digital signage in retail is large and growing, retailers have yet to fully understand how it can be best used to meet the needs of shoppers. Only by aligning shopper needs with business targets, claimed Danielle Pinnington of Shoppercentric, will the full potential of screen media be fully realised. The company's conclusions were based on its own original research, as well as extensive shopper behaviour experience gained through work with a large client base, which includes Cadbury Trebor Bassett, Coca Cola Enterprises, Currys Digital, Homebase, Mothercare and Somerfield.
31 October 2006