Smart Inspiration at the Point of Sale: Connecting In-Store Ad-Impressions with Purchase Data
Journal
Marketing Review St. Gallen
Type
journal article
Date Issued
2018-12-07
Author(s)
Abstract (De)
Retailers increasingly use digital signage to inspire customers. The present article introduces C.A.P., a new customer inspiration approach that combines the ad-impressions from digital signage with purchase data from individual shoppers. These insights enable the analysis of individual customer reactions towards digital displays in physical stores, to calculate offline conversion rates, and to optimize these in-store marketing activities.
Language
English
HSG Classification
contribution to practical use / society
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Number
6
Start page
26
End page
33
Subject(s)
Eprints ID
255970
File(s)![Thumbnail Image]()
Name
HERHAUSEN 2018 - Smart Inspiration at the Point of Sale.pdf
Size
408.05 KB
Format
Adobe PDF
Checksum (MD5)
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