Three fifths – 62% – of shoppers will be tempted to step inside a store by digital signage during major football tournaments such as Euro 2016, a survey by Vista Retail Support has found.
The poll explored consumer attitudes to Euro 2016, the UEFA European Football Championship, which will run from June 10 to July 10 in France, featuring a total of 24 teams.
It revealed that 62% of shoppers will enter a store if they see a retailer is making a substantial offer on a screen in a shop window, with 48% saying they would go in if the offer featured the right product.
“Retailers need to have the full range of technologies on their side in-store during major events like football tournaments which can be both highly disruptive and highly lucrative,” said James Pepper, technical services director, Vista Retail Support.
“Our survey shows that consumers are open to offers during tournaments, with potentially big gains for canny retailers who put the right solutions in place and know how to use them.”
The survey showed that 80% of shoppers can be persuaded to buy via offers displayed on digital screens or sent to their smartphones when they are inside a store during a major football tournament such as Euro 2016.
Seventy nine per cent said they would welcome or have a look at offers sent to their smartphone relating to items advertised on an in-store screen. 40% said they would take up the offer if it was a good deal.
The survey also found that although 74% of consumers said big discounts are what really grab their attention on in-store digital screens, more than half (52%) said that during tournaments, clips of football or videos featuring famous pundits and players catch their eye.
“In-store technologies are increasingly coming together in powerful combinations that in terms of sales, put the ball in the back of net more frequently. For example, we can now respond to facial expressions of consumers looking at signage by sending them an offer via their smartphone,” said Pepper. “The opportunities are there – 23% of respondents, for example said they are more likely to buy TVs and other electronics during Euro 2016, while 75% were more likely to buy alcohol.
“But 44% said the biggest problem was that stores become very busy before important matches, which means any retailer using technology to make choices easier and quicker for their customers will be on the winning side.
“If retailers are alert to these opportunities, they will certainly score more sales.”