Do digital screens create an approach or avoidance behavior? 3. Customers picked up bananas closer to the screen that wa
Point of Purchase and Beyond Dhruv Grewal
[email protected] 781-239-3902 Toyota Chair of Commerce and Electronic Business Professor of Marketing Babson College
Relevance is Key Goal is to increase your relevance
Customer
Retailer A
Retailer B
Do digital screens create an approach or avoidance behavior?
EXCITE 3
Customers picked up bananas closer to the screen that was turned on.
TV display off TV display on Total shoppers 2,245 2,230 Look 28% 36% Stop 13% 15% Buy 5% 7% 34 % sales increase
EXCITE
EDUCATE
Product Sampling: Information Prior to Tasting
Product Information
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-
Product Experience
Experience
Product Evaluation
Product Sampling: Information After Tasting
Product Experience
Product Information
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-
Experience
Product Evaluation
Excite Customers About Your Company’s Offerings
Customer
Retailer A
Retailer B
Educate Ourselves About the Customer
Customer
Retailer A
Retailer B
Experience of Your Offerings Leads to Differentiation
Customer
Retailer A
Retailer B
RELEVANCE IS KEY TO LASTING ENGAGEMENT
Customer
Retailer A
Retailer B
