Digital is not different anymore: A review of findings and tactics to optimise execution and encourage consumer adaptation of in-store digital devices and signage

Abstract

There is no question that digital technologies will have a significant impact on the future of shopping. And technological innovations are no longer exclusively in the realm of e-commerce: consumer-facing digital devices such as tablets and interactive screens are now frequently found in stores as well. As a result, obtaining information, comparing prices across different platforms and purchasing is easier than ever. Despite the recent prevalence of these devices, however, they are often not noticed or used by shoppers in stores, and there has been little published evaluation of their execution and effectiveness. In order to increase consumer adoption of these digital technologies, developers and retailers must humanise their format and content and clearly communicate the benefits of using them. In this paper, we discuss the current state of in-store digital devices and identify tactics that brands and retailers must implement to overcome the digital learning curve and increase their use by consumers.