Influence of Digital Signage Usage on Product Sale among Leading Supermarkets in Kenya

Abstract

In the changing business environment, retailers are always searching new strategies to attract and hold customers. Digital signage is a very attractive medium for advertising and general communication in open spaces. It has been adopted by many business sectors that have benefited from the advantages it offers. This study sought to establish the effect digital signage has on the sale of products among leading supermarkets in Kenya. The objective of this study was to find out the influence of digital signage on product sales among leading supermarkets in Kenya. This study adopted a descriptive research design and respondents were drawn from Tuskys, Uchumi and Nakumatt supermarkets. They included managers, assistant managers, supervisors and merchandisers.  A questionnaire was used for data collection.  Data collected was analyzed using Statistical Package for Social Scientists (SPSS). The data was presented in Tables and Figures using frequencies and percentages. The findings show that digital signage does influence the sales of products. It was also found out that digital signage was perceived to be helpful by informing the respondents of the products and influencing their purchase decisions. The location of digital signage was found to be critical to the success of the advertisement. However, positioning of the screens and advertisement content for relevance and completeness were the recommended remedies.