Retail TV Network Improves Consumer Perceptions of Mall, Study Finds

A 22-screen TV network installed in the The Mall Ashley shopping center in Epsom, U.K., improved consumer perception of the shopping environment and led to increased sales estimated at 1.5%, according to a three-week test commissioned by How and Why, a media strategy company within the Instrumental Media Group, London.For the test, which was conducted in January 2004, twelve 42-inch plasma screens were placed in the mall's main thoroughfare along with individual screens placed in retail stores including Burton, Cafe La Mocha, Claire's Accessories, Dixons, Superdrug, Thorntons and Vision Express. Content and style of each in-store channel varied among the retailers, with some opting for targeted promotions focusing on special offers, new or seasonal lines and others opting to deliver general information on product ranges or content designed to reinforce the brand. Click on the Attached File at right to view the white paper.Key FindingsThere was a clear positive link between the content shown on the captive audience network network and the amount of money spent, time spent shopping and the number of items purchased.The estimated sales lift was 1.5%, measured solely as a result of customer response to improvements in the shopping environment.The network improved consumers' image of the shopping center by providing relevant information and creating a more pleasurable environment in which to shop.Respondents aged 24 and under were most positive about the network.Overall, 76% of respondents were positive about the network, with very few actively disliking it.Shoppers thought that screens should be even bigger than the 42-inch plasma screens used in the research.Lessons LearnedResponse to sound varied by screen location. Shoppers did not like sound from the network in longer dwell areas such as the cafe, where ambient noise limited sound clarity. Focus group customers expressed a strong preference for calming music that was easy to listen to on longer loops rather than shorter edits or snappy jingles to fit a short loop length.Content is key. Even where consumers are initially resistant to the presence of the network, their objections evaporate where the content offering is deemed informative, interesting and relevant. Mixing store and product-specific content with general and community information creates high levels of attention and acceptance from customers.Music matters. The research indicated that music works best if it reflects the likely mood of the customers at a given moment, uses longer sound loops and creates a soothing effect rather than attempting to induce feelings of arousal or excitement. Careful choice of music increases the positive image of the network, and therefore of the shopping experience, across all age groups.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Engaging Shoppers In-Store

Future Forward: Amplifying Consumer Experiences