It seems that, according to the latest study by AECOC Shopper View “Omnichannel shopping experience” presented yesterday, consumers continue to decide to a large extent at the point of sale, at least in food distribution. Traditionally we wore to talk about that 70% of purchasing decisions are made in store, and we used to put the tagline “with the digital signage you can help those decisions and therefore you get profitable.” Now we have to settle for 58% (blessed 58%!).
The reality of these figures is neither so good nor so bad. While it is true that academic studies support that digital signage directly influences (especially in the food distribution sector) an increase of close to 20% of sales, the sustained increase is more moderate. It is not a negative assessment, I just want to reinforce the message that digital signage does help us, but with conditions that we have to work on.
By Digital Signage Creativo
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