Digital signage effectiveness in retail stores

Mari Ervasti, Juha Häikiö, Minna Isomursu, Pekka Isomursu, Tiina Liuska

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

2 Citations (Scopus)


This paper presents results from a study on the effectiveness of digital signage in the retail environment. The goal of the study was to examine design parameters relevant to digital signage content design which could be used to create guidelines and templates for designing effective digital signage content. In this study, we focused on how video and animation affect the effectiveness of digital signage. When comparing still content with content enhanced with video or animation, no significant difference in effectiveness could be observed. This observation contradicts with earlier studies. Our study supports the views that the digital displays are currently most useful and effective to the younger generation, and that male customers consider digital displays in a store more useful than females do.
Original languageEnglish
Title of host publicationHuman-Computer Interaction - INTERACT 2015
Subtitle of host publication15th IFIP TC 13 International Conference
EditorsJulio Abascal, Simone Barbosa, Mirko Fetter, Tom Gross, Philippe Palanque, Marco Winckler
ISBN (Electronic)978-3-319-22668-2
ISBN (Print)978-3-319-22667-5
Publication statusPublished - 2015
MoE publication typeA4 Article in a conference publication
Event15th IFIP TC 13 International Conference on Human-Computer Interaction, INTERACT 2015 - Bamberg, Germany
Duration: 14 Sept 201518 Sept 2015

Publication series

SeriesLecture Notes in Computer Science


Conference15th IFIP TC 13 International Conference on Human-Computer Interaction, INTERACT 2015
Abbreviated titleINTERACT 2015


  • Digital signage
  • User study
  • Retail store
  • Media management
  • Digital content design
  • User interfaces
  • User experience


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