Shoppers Experiences of Digital Signage-a Cross-National Qualitative Study Andrew Newman, Charles Dennis, Len-Tiu Wright, Tamira King

Shoppers Experiences of Digital Signage-a Cross-National Qualitative Study

Andrew Newman Salford Business School, University of Salford e-mail: a.j.newman@salford.ac.uk Charles Dennis * Brunel Business School, Brunel University

e-mail: charles.dennis@brunel.ac.uk * Corresponding Author

Len-Tiu Wright Leicester Business School at Bede Island, De Montfort University e-mail: lwright@dmu.ac.uk Tamira King Brunel Business School, Brunel University e-mail: tamira.king@brunel.ac.uk doi: 10.4156/jdcta.vol4.issue7.5

Abstract
Digital signage, sometimes known as a Digital Communications Network (DCN) or private plasma screen network, has been little researched to date. This paper puts forward the view that signage is a very important facet of modern life due to its ubiquitous and visible nature to advertise the names of brands, services and the corporate names of supplier organisations and high street stores, to direct people as to where to go for special events and so on. The paper focuses on how consumer shopping behaviour can be enhanced by an atmospheric stimulus and the ways in which digital signage can affect consumer perceptions about the brand names or image of shopping malls. A qualitative study is carried out with empirical results evaluating how digital signage screens can improve the image of shopping malls and create a favourable shopping atmosphere. The findings showed that the effects are influenced by the audio and video contents and also by the locations of the screens. In addition to the obvious application to shopping malls in improving business-to-consumer appeal to shoppers the findings are of use to suppliers of digital signage in business-to-business marketing of their systems to shopping mall tenants.

Keywords: Digital signage, Digital Communication Networks, DCNs, Branding, Shopping malls,
Consumer buyer behaviour, Qualitative study.

1. Introduction
This paper examines how consumer buying behaviour in shopping malls can be enhanced or improved by exposing shoppers to environmental atmospheric stimuli and draws its inspiration from marketing and environmental psychology. From a large array of potential atmospheric stimuli shoppers respond to some more than others in constructing their evaluations of the images of shopping locations. Mall managers will want to identify and manipulate stimuli which will have a positive effect on shoppers perceptions of atmosphere and hence encourage their buying, in order to demonstrate value to tenant retailers. The qualitative study in this paper, therefore, focuses on the atmospheric stimulus of digital signage, sometimes known as Captive Audience Network (CAN) or private plasma screen network. Digital signs are screens in public places that may carry a mixture of advertising (that can be similar to national television advertising or, alternatively, more specific to local retail stores and offers) and program content such as news and entertainment. Digital signage may be used by malls with two distinct objectives:

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to produce a revenue stream by charging advertisers (an important function but beyond our scope); and by interesting, informative and entertaining content, to improve atmosphere and image the focus of this study. Little previous work has been reported on digital signage (for two exceptions, see Dennis et al., 2010 [9]; and Newman et al., 2007 [24]) and none that we are aware of in an international context. Digital signage suppliers therefore need more factual research findings in order to promote the systems to malls. The objective of this study is to qualitatively examine shopper reactions to digital signage in more depth than is possible with structured questionnaires.

2. Theoretical Framework: Retail Atmospherics

Shopping often includes hedonic experiences rather than just the utilitarian acts of obtaining products and consumers often choose shopping malls for the pleasantness of the atmospheres rather than the merchandise (Dennis et al., 2002 [8]; Kotler, 1974 [18]; Martineau, 1958 [21]; Newman and Patel, 2004 [25]). A rare study on digital signage (Newman et al., 2007 [24]) revealed mental abstraction when participants attempted to recall images of mall environments consistent with prior findings on image (Berry, 1969 [3]; Boulding, 1956 [4]; Gentry and Burns, 1977 [14]; Lindquist, 1974 [19]; Martineau, 1958 [21]; Newman, 2002 [23]). Consumers positive emotional responses and shopping behaviors can increase in pleasant atmospheres and can decrease in unpleasant ones (Ang and Leong, 1997 [1]; Mehrabian and Russell, 1974 [22]; Spies et al., 1997 [29]). West (2008, p352 [34]) also discussed the shift from push (when marketers place information) to pull (when members of a target audience pull information towards themselves) as leading to a shift in power from marketers to the consumers. Background atmospherics often make more impression on consumers than do the more tangible aspects such as shops and products; and these less-tangible atmospherics (such as digital signage) are often under the direct control of mall marketing managers (see Branthwaite 1984 [5]). Therefore, a more precise understanding of these underlying atmospheric cues is not only desirable but also vital. Digital signage has been reported to be an effective form of media (Clarke, 2003 [7]; Dennis et al., 2010) that can provide improvements in customer perceptions of service settings (Thomke, 2003 [30]). In line with the findings of the only quantitative study on digital signage that we are able to cite (Dennis et al., 2010), we expect that digital signage will improve the atmosphere and consumers images of a shopping mall. When shoppers perceive positive atmospheric stimuli (Chebat and Michon, 2003 [6]; Mehrabian and Russell, 1974 [22]; Sherman and Smith 1987 [27]) and image (Dennis et al., 2002 [8]; Finn and Louviere, 1996 [13]; McGoldrick and Thompson, 1992 [20]; Newman and Patel, 2004 [25]; Severin et al., 2001 [26]), they are likely to stay longer, visit more often and/or spend more. This leads to the simplified conceptual model illustrated schematically in Figure 1. This atmospheric stimulus/response model has been validated in much previous research across various countries and contexts (Turley and Milliman, 2000 [31]). In this paper, we aim to elucidate in greater depth the concept indicated by the thicker arrow in Figure 1, which we expect to apply reasonably consistently across a range of types of malls and country/cultural settings.

Atmospheric stimuli

Image of shopping mall or shopping centre

Approach behaviours

Figure 1. Simplified schematic representation of the concept that we elucidate. Digital signage advertises names and locations of products and services, company and shop locations thereby evoking consumer urges to go to certain places to look for particular brands and services. Moreover, such urges may include both planned and unplanned purchases. The latter is usually not based on rational and careful thinking with little consideration or thought given to

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Shoppers Experiences of Digital Signage-a Cross-National Qualitative Study Andrew Newman, Charles Dennis, Len-Tiu Wright, Tamira King

consequences about the purchases (Hoch and Loewenstein, 1991 [17]). This and the emphasis on the importance of self-image products consumed are shown to have psychological significance (Warde, 1994 [33]). There is support in the literature about the increasing importance of consumption and its significance. In retail marketing environments, various researchers (e.g. Donovan et al 1994 [12]; Underhill, 1999 [32]) have shown that a variety of displays and environmental stimuli encourage customers to stay, browse and to buy. Browsing typically involves collecting and taking in perceptual information regarding the sights, smells and sounds in the stores whereas the search function will require garnering information which is product-specific e.g. sizes and price tags or store-specific. In the course of searching or browsing for products, customers can also be visually attracted to other products. Wright et al (2006) [35] stated that enhancements and stimuli including colour, lighting and music are found to generally affect customer behaviour subliminally through their mood states. In sum, if shoppers experience pleasurable shopping environments, they are likely to spend more money in the stores. Digital signage plays a crucial role in directing shoppers to their search functions externally and internally and therefore, has an impact on consumer mood states and their buying behaviour.

3. Research Design
Acknowledging earlier research in shopping environments (imaging factors, Dennis et al., 2002 [8]; share of household spending, Hildebrandt, 1998 [16]; store loyalty, Sirgy and Cocksun, 1989 [28]), we conducted a qualitative investigation that sought to provide insight into the underlying messages that consumers experienced (Bellinger et al, 1976 [2]; Dey, 1993 [10]). In order to identify constructs in depth across a range of contexts, we carried out focus groups in three different countries: USA, Australia and UK. This is not withstanding that, as mentioned in the theoretical framework section above, based on much previous research on retail atmospherics, we expect responses to digital signage to be reasonably consistent across country settings. The objective of the multi-country approach is to extend the generalisability of the results, rather than to study cultural differences in consumer behaviour. In each case, we asked participants to discuss two malls. In the first stage, each pair consisted of one mall with digital signage and one without, close enough together geographically for respondents to compare the two. The USA and Australian pairs consisted of two regional malls each. The USA pair, in the south-east of the country, appeal strongly to tourists, an up-scale mall with digital signage and a mid-scale one without. The Australian pair are in the north-east of the country, both mid-scale and, like the UK pair, catering mainly for a local clientele. The UK pair consists of two sub-regional malls in the southern UK, comparing a modern, up-scale mall with digital signage with a mid-scale one, built in the 1960s and refurbished in the late 1980s. In the first stage of the study, this older, mid-scale mall did not have digital signage but this was later added, prior to a second round of focus groups. Participants were recruited either by telephone from a list of shoppers who had previously completed a questionnaire on shopping in the same town and indicated that they were interested in taking part in further research; or by convenience methods as volunteers known to shop at both malls in the pairs (mainly university staff and Masters students). The participants were as representative as practical of the shoppers in the malls, covering a range of ages from teens to seniors and a range of socio-economic status. The 22 participants in the first stage comprised 14 women and eight men. The US study consisted of one group of three and one group of two. In Australia, there was a single group of five participants. In the first stage in the UK, two groups contained five participants and the third, two. In the second stage, after digital signage had been installed at the older UK mall, there were a further 26 participants comprised 20 women and six men, in three groups made up of two groups of 10 participants and one of six. In total, then, there were 48 participants comprised of 14 men and 34 women (approximately in proportion to the relative amount of shopping activity of the respective sexes). The semi-structured discussion guide contained open-ended questions and cues in order to detect patterns and trends across the groups and encourage spontaneity. Sessions were recorded and later transcribed for analysis. We adopted a specific and systematic approach to data analysis, which relied on the understanding of substantive issues in the data. This was considered preferable to a conversation analytic approach or group dynamics, which would have been likely to suppress useful findings as a result of digressing outside our sphere of investigation.

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Sorting and theme generation in the form of axial coding facilitated the listing of key ideas and recurrent themes, as practiced in grounded theory. The coding procedure included whether each individual participant mentioned a given code and whether each groups discussion contained that code. Rather than applying a priori templates to the coding, for this exploratory investigation, the codes were produced through a more emergent encounter with the data themselves, in order to elicit the essential constructs. This approach allowed us to formulate interpretations of the data and to give representations of these interpretations in order to add to a body of knowledge (Wright 2008) [36].

4. Results
Evaluations of the screens were overwhelmingly positive. The few negative comments covered two areas. First, there were a small number of criticisms of individual installations: I didnt think they were good. One was actually quite blurred unless thats my eyes. But the visual effect was not good [UK male]. Black, white or pink, I couldnt read the pink at all. I couldnt see it [UK female]. More generally, a few comments were made along the lines of cant see the point: But you come out to get away from television, dont you? You come out and will be looking up at it. We dont look at it at all, do we? [UK female]. I dont think screens are a good idea at all. I think they are a waste of time. [UK female]. The results elicited ten themes, consistent with the theory framework, listed in Table 1. The digital signage screens enjoyed general approval in all three (later, four) malls where installed, being viewed as modern and different: And its got to look good modern youve got to keep updating things. Because youve got all these fantastic screens all singing and dancing ! [UK female, referring to the new screens in the older mall]. They make it more modern too [UK female, referring to the new screens in the older mall]. I think it makes them a bit more up to date [UK Female] I think some people would think it was old fashioned if they werent there because all of [the malls] have got some [screens] [UK Male] Theyve been in [the newer mall] for quite a period now, certainly a lot longer than here Well, its newer, isnt it? Its built with everything like that in mind. [exchange UK male / female]. I think [the digital signage] adds to [the image of the mall] a lot because the images on the screens are also very sophisticated they are not sort of like the typical American advertising on television they are very arty and persuasive in a sophisticated way [USA female]. Lets say they give a better look to a mall because it looks more up date more modern [Australian male]. Other participants made reference to the persuasiveness of visual images: Think its giving the area a personality and making it more personal. This isnt just any shopping centre [UK female]. Found it relaxing to look at all the adverts [UK female]. Digital signage was particularly valued when it provided specific information of use to the individual. Yeah, probably [I would be more likely to visit a mall that had provided information on digital signage] [US male].

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Advertising was welcomed when it provided local, time-specific information and special offers: Its got to be a newsworthy item, things like that. We all know what [a leading apparel store] sells, we dont need to be reminded that theres one of those in [this city] but if theyve particularly got a new range of something, you might want to be told about that [UK female]. It would affect our shopping if it flashed up and said somewhere was having 25 percent off or something you know a blue cross [special reduced prices] day and you didnt know about it [UK female]. If you were out shopping, and you suddenly saw that you know, [a department store] has got a sale on knickers [underwear] this week and youre out looking you might think Ill pop in there [UK female]. Community announcements were particularly valued: It might be helpful if they had more information about what was happening rather than just advertising [UK female]. Well they do have the occasional fashion shows at [this mall] they could advertise that or they have events dont they at Easter and Christmas and so forth? [UK female]. Upcoming concerts in [this area], the information, yeah I had no idea I just only thought they have concerts in [the nearest city] all the time so this kind of things can be helpful [Australian female]. Its nice to hear the local information; it adds to the identity of the area [UK female]. I think that the community info is good [UK female]. Shoppers preferred locations for the digital signage where they would pause or wait: They have them by the seating areawhere I sit with my friends and have a coffee [UK female]. Somewhere where you have to wait [UK male]. Following Dub and Morin (2001) [11] and Herrington and Capella (1996) [15], we evaluated the role of sound and music, finding mixed views: I dont think youd be able to hear it very well / I wouldnt like it. Too much background noise [exchange, UK females]. I stared at it for ages but I thought: I like to hear things, I dont like silent movies and I found it frustrating cause I could see pictures and images but I couldnt really understand what they were trying to portray [UK Female]. The reason I felt stimulated at the screens was as I entered the mall the screens were one of the first things I saw they were showing a fashion show and the imagery was very glamorous, the music was very good and it just gave me a feeling of wow! [USA male]. I think if that didnt have sound on it wouldnt hold my interest [UK female]. The music was good and it made the atmosphere more dramatic [UK male]. The digital signage stimulus can activate the desire to spend money by enhancing the environment (indicated schematically by the thinner arrow in Figure 1): [I would spend more money because of the screens], yeah, just because of the screens but because of the totality of the experience that that contributed to without doubt [USA male]. It just makes it more of a welcoming atmosphere for shopping [UK male].

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Participants viewed the screens as an important feature and entertaining part of the retail experience rather than merely advertising medium: I enjoyed them they were entertaining and a great focal point . Absolutely and even if you were not looking at them they added a, a certain light simply because the movement of light so as the images moves then, then the environment changed to, to the imagery of light and sounds as well [USA male]. I certainly found it very [entertaining]. I wouldnt necessarily sit down and watch it but it gave an energy to the place [USA male]. I like [the digital signage screens]. When you are sitting having a drink of coffee and theyre just part, they create a nice ambiance, a nice atmosphere in that area and thats why I like them [USA Female]. [The digital signage screens make me feel] entertained and help to relax you because if youre sitting by yourself then youve got a focus of attention and also if youre sitting with somebody that you dont know very well they are something to comment on [USA female]. But I think [that the digital signage screens add] value to the other shops like a lot of people who go for shopping that screen actually helps and entertains them and stuff [Australian female]. In summary, we have elicited a number of constructs of the effects of digital signage on the image of shopping malls, including modern, distinctive, entertaining, persuasive and linked to spending behavior see list in Table 1. Table 1. Summary of constructs of the effects of digital signage on the image of shopping malls.
Constructs Modern Distinctive Welcomed content Welcomed community information Welcomed entertainment Importance of good visual design Persuasive Effectiveness of pause locations Effectiveness of sound and music Link of atmosphere to spending

5. Conclusions and Implications

The study covered a range of types of malls, which differed in the three countries (e.g. anchored by grocery stores only in Australia; targeting tourists only in the USA; and located in the centre of a central business district (CBD) only in the UK). Despite this and the wide range of ages, socioeconomic backgrounds and (of course) nationalities of the participants, remarkably consistent themes emerged. Very few negative views were expressed and, other than perceived weaknesses of specific installations, the negatives were never stronger than waste of time rather than any objections to the digital signage per se. Participants almost universally held the screens and their content in high regard, felt that they were a positive enhancement to the malls and a source of valuable community information. Strong feelings emerged to express the importance of these media for advertising community events. Installing digital signage screens at the malls that do not have them could well enhance their images, leading to a more modern perception, entertaining customers and improving sales. In conclusion, the work presented here provides the basis for more precise targeting and shopping mall image management. The results of this study suggest that digital signage screens containing useful information, pleasant scenes and sounds can act as enhancers to consumers. As mentioned in the introduction, there is a dearth of research into digital signage. As a preliminary step, this paper has taken the form of a wide ranging exploration across types of mall and shoppers. We recommend more focused quantitative and qualitative studies in more locations to extend the generalisability of the

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Shoppers Experiences of Digital Signage-a Cross-National Qualitative Study Andrew Newman, Charles Dennis, Len-Tiu Wright, Tamira King

findings. The findings, particularly the ten constructs listed in Table 10, will inform the design of future structured questionnaires. Specifically, we recommend (a) extending the scope of qualitative investigation to elicit the views of industry key informants; (b) scale generation and purification for digital signage descriptors; and (c) quantitative studies to validate and develop the proposed model in a range of contexts. In addition to the obvious application to shopping malls in improving appeal to shoppers, the findings are of use to suppliers of digital signage, to advertisers for promoting their systems to shopping malls owners and to such owners in marketing to existing and prospective tenants in leasing outlets in the malls.

6. Acknowledgements
The authors gratefully acknowledge the extensive co-operation and assistance of shopping mall managements and generous research grants from GlobeCast, How and Why, the Mall Corporation and a local consortium representing the UK CBD.

7. References
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