Eye-tracking proves shopper reaction to digital sigange

14th March 2016

The number of shoppers looking at and engaging with store window displays can double if animated digital content is employed instead of traditional static images, a new eye-tracking survey of more than 1.6m shoppers has found.

The study, by marketing solutions company APS Group, suggests the high street can have a brighter future by embracing digital technology, which drives interaction even after shoppers had left the immediate environment of the in-store screens.

Conducted over four months at two locations, the survey measured the response of 1,6363, 935 people as they walked past branches of an unnamed retail bank. It found that approximately 6.6% of passers by glanced at traditional print messages, while 9.9% looked at a digital screen showing static content – an increase of 50%.

Meanwhile 11.7% of shoppers engaged with a digital screen showing animated content – an increase of 77% on the static poster.

The research was able to show how viewing habits varied according to age and gender, allowing APS Group to adjust on-screen messages based on local trends and the bank’s above the line campaigns for a more personal, targeted campaign.

Analysis of the results enabled APS Group to determine how display messages affected footfall, customer appointments and online searches. The company discovered that online search activity for a particular product spiked between one and two hours after its corresponding message was displayed on the digital screens.

APS Group retail solutions director Darren Jackson says the research demonstrates that digital signage plays a key role in a retailer’s ability to engage with potential customers. “The results of this comprehensive 16-week survey were enlightening for us and our client,” he says.

“Not only are digital signs more appealing and eye catching, but they also enable brands to tailor messages to the local market and personalise offerings which fulfil a particular need for customers, at a particular time. Their traceability and flexibility allows us to test different designs, content and messaging, with no risk to brand perception and little cost,” adds Jackson. “It helps retailers better understand their customers and arms them with proven data to help to create a truly engaging omni-channel approach to their marketing campaigns, and most importantly drive instore sales.”