What would be the differences once we used epaper display?
An independent study from the Stockholm School of Economics was recently
conducted by Assistant Professor and Dean of the Nordic School of Retail
Management Jens Nordfält.
Subsequently awarded a prize by The Swedish Retail Institute, HUI, the study tested
electronic displays 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 indicated:
1. Electronic paper displays increase purchases as well as influence customer
associations and intentions. There was a 64% increase in customers picking up
the specific products in their shopping baskets.
Higher sales
Epaper display
Static printing
2. Electronic paper displays are able to grab the customer’s conscious and
unconscious attention. In the study 34% of the respondents consciously noticed
the dynamic display.
More consumer observation
Epaper display
Static printing
3. 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.
4. Different messages on the displays could influence customer associations
to a brand positively or negatively.
It is interesting that the study also compared effects of in-store flat screen TVs,
used as a marketing tool. Only 3% of respondents noticed the TVs.
One of the reasons for this could be that electronic paper displays can be located
right in front of the product. Since TVs are considerably more expensive for
promotional use and requires more permanent installations, this clearly adds to the
attraction of electronic paper displays as a marketing tool for brand owners.
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