News

POPAI research: digital window signage increases footfall

October 31, 2007

BRACKNELL, UK — Research commissioned by 3M and POPAI demonstrates the effectiveness of back-projecting dynamic promotional messages onto shop windows.

In a research project at four high profile retail locations in The Netherlands involving more than 24,000 shopper observations and 1,562 interviews, 85 percent of shoppers thought that the digital video content projected onto the window screens enhanced each store's image. Recognition of specific promotional messages was also extremely high: up to 64 percent of shoppers recalled at least one themed message without prompting and 57 percent felt they had learned something from the displays.

The research also demonstrated that the screens also had a direct impact on customer footfall into each store. Between 0.8 percent and 1.8 percent of all passers-by actually stopped to view the window screens and 2.5 percent of all passers-by entered the store because of what they saw on the displays. With more than 100,000 potential shoppers passing by each store per week, these percentages translated into a significant increase in footfall into each store. Of those who entered the stores, up to 33 percent did so because of the window messages.

Researchers studied two branches of the sportswear shop Intersport and two T-Mobile outlets, each of which showed a mix of thematic brand messages and promotional clips that were projected onto Vikuiti Rear Projection Film applied to the insides of the branch windows. The Intersport window screens were regarded as innovative by 92 percent of those interviewed, with 88 percent agreeing that the projected content enhanced the mood in the store window. At the T-Mobile stores 64 percent of those interviewed spontaneously recalled the promotional messages for mobile phones that were displayed on the window screens as they entered the store.