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Smart Inspiration at the Point of Sale - Connecting In-Store Ad-Impressions with Purchase Data

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  • Herhausen, Dennis
  • Henkel, Sven

Abstract

Retailers increasingly use digital signage to inspire customers. The present article introduces C.A.P., a new customer inspiration approach that combines the ad-impressions from digital signage with purchase data from individual shoppers. These insights enable the analysis of individual customer reactions towards digital displays in physical stores, in order to calculate offline conversion rates and to optimize these in-store marketing activities.

Suggested Citation

  • Herhausen, Dennis & Henkel, Sven, 2018. "Smart Inspiration at the Point of Sale - Connecting In-Store Ad-Impressions with Purchase Data," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(6), pages 26-33.
    • Handle: RePEc:zbw:hsgmrs:276010
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    References listed on IDEAS

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