People are more likely to splurge in a store with digital displays while a good portion of the younger generation think digital displays enhance their in-store shopping experience, a recent report has stated.
According to a survey, commissioned by Saturn Visual Solutions and carried out by OnePoll, about 17 per cent of under-45-year-olds have been persuaded to spend more than they originally planned due to digital displays.
Nearly a quarter of 18 to 24-year-olds (24 per cent) admitted that they’d been persuaded to spend more than they’d originally planned to whilst in a store with digital displays. The figure went down to 19 per cent cent with 25 to 34-year-olds, and 15 per cent for 35 to 44-year-olds. The number dropped sharply to just 7 per cent for the respondents over 45.
Men were more likely to find digital signage in shops persuasive, with 17 per cent admitting to splashing out as a result of seeing it, whereas just 9 per cent of female respondents said the same.
A quarter of all respondents (25 per cent) felt that the displays in modern stores made it easier to find out about new products. Nearly as many (22 per cent) said that shopping in modern stores with digital displays was more fun and felt more luxurious (22 per cent).
Almost a fifth (19 per cent) said they thought stores with digital displays tended to feel like nicer places to shop. This figure went up to 26 per cent for male respondents.
According to the same survey’s respondents, more than half said they would be likely to feel bored in a place that has nothing interesting to look at/watch. On average, they said they’d be likely to start feeling bored after just one minute if in a place that’s not actively stimulating them.
More than half (56 per cent) also said that they said that they would consider a ‘fun experience’ to be one that is visually interesting.
Saturn CEO, Chris Welsh, said, “We’re not surprised by the finding that people are more likely to splurge in a store with digital displays. It shows that the environment customers are shopping in and the information they are provided with can really influence how they feel about a product.”
Welsh added, “Our research shows that a good portion of the younger generation think digital displays enhance their in-store shopping experience. For too long retailers have treated digital displays like an ’optional extra’. Hopefully, this research illustrates the impact that displays can have on shoppers’ experiences and their perceptions of brands. It also clearly indicates a positive influence on the bottom line, for retailers.
“It’s unlikely that this preference for a more modern, interactive store is going to change with the next generation. Retailers need to start upping their game and delivering an in-store experience that focuses more on the here and now, rather than what used to work in the past.”
