Wednesday, September 17, 2008

C-stores show 88% sales lift with digital signs versus static signs

The press release that showed up in my email said:
Digital Promo network (DPN) today announced the preliminary results from a 1-year study of Point-of-Sale (POS) sales data collected from their 400-store C-Store centric network, which includes 240 stores equipped with networked digital screens and 140 control stores. The network reaches major and minor DMAs on the east coast. The results measured for advertised products across multiple categories, showed sales increases of up to 88%. When averaged, advertised product dollar sales rose 26% while product volume increased 18%. DPN plans to release actual category data and the applied methodology prior to NACS.
There has been a fair amount of research on the role of POP displays of all sorts in convenience stores -- POPAI did the seminal research report on the subject a few years back. But while many have speculated that digital displays would produce even better results, the DPN study may actually indicate that.

We won't know for sure what the real impact is until they do release that category data at NACS, but the mere suggestion that they might let others see that information is pretty encouraging at this point.

1 comment:

Anonymous said...

checkout the press releases