Study: Electronic paper displays increase purchases, grab consumer attention

Tags: Psychology, Signage, Supermarkets & Grocery Stores
Type: Research
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Displays in grocery stores that include some kind of motion element are assumed to possess an attention grabbing ability, which is a necessary first step in influencing the customer’s decision making. The thesis explores whether so called electronic paper displays are efficient in grabbing attention and influencing consumer behaviour. Electronic paper displays were tested for two product categories with two distinct messages. Several in-store experiments were conducted where observations, questionnaires, customer eye-tracking, sales data and verbal data collection were used to give the thesis a solid ground. The study also investigated what made the customer consciously notice or not notice the dynamic display.

The results indicate that;

  • Electronic paper displays increase purchases as well as influence customer associations and intentions. There was a 64 percent increase in customers picking up the specific products in their shopping baskets.
  • Electronic paper displays are able to grab the customer’s conscious and unconscious attention. In the study 34 percent of the respondents consciously noticed the dynamic display.
  • Electronic paper displays were most effective for "selection-products" - i.e. when customers are faced with multiple choices in terms of brand and product varieties in store
  • Different messages on the displays could influence customer associations to a brand positively or negatively
  • Instant likeness of the display could explain why a customer noticed it. However, the instant feeling of it being a persuasive attempt could not explain why the customer did not notice it.