PERCEPTION OF RETAILERS ON ADOPTING GESTURE CONTROLLED INTERACTIVE ADVERTISING AND DIGITAL DISPLAYS IN INDIA

PERCEPTION OF RETAILERS ON ADOPTING GESTURE CONTROLLED INTERACTIVE ADVERTISING AND DIGITAL DISPLAYS IN INDIA

In the advertising world, everything from billboards, to taxi signs to supermarket displays are going digital. Interactive floor advertising in malls is all the rage, especially in Western and Far East countries. Retailers across the world have been investing on gesture controlled interactive visual display systems to stand out from the crowd and turn their retail locations into a destination for customers. They use it as a means for sophisticated marketing solutions, such as, product advertising, retail merchandising, point-of-sale promotions, campaigning etc, resulting in transformation of retail customer experience. Such interactive elements not only help drive traffic to the desired location and keep visitors there for longer, but also help drive core business philosophies and return on investments. Well, all these are quite appealing to anyone in the retail business to bounce and invest with a hope to harvest, but, it has not gained as much coerce as one would expect with Indian retailers. So, it would be prudent to find their perception towards adopting this innovative marketing strategy. It is intended that the findings of this research, about the perceptions of adopting gesture controlled interactive advertising and digital displays, will be useful to retailers, consumer packaged goods organizations, distributors, mall owners, advertising agencies etc. It would help them to assess their current marketing strategies and to gain knowledge of pros and cons of incorporating this innovative form of advertising. These findings could also be used for any corrections to the investments already made in this area. The rest of the content in this report details out the research conducted in this regard followed by a conclusion. The first chapter introduces to the research topic, justifies & highlights the problem poser and the goal of the work presented in the dissertation. It also highlights the significant contributions from the investigation. The second chapter presents a critical appraisal of the previous work published in the literature pertaining to the topic of the investigation. The chapter three discusses the problem statement, overall methodology used in order to achieve the objectives of this research, present the sample characteristics, development of measurement instrument, pilot study, research variables, data collection procedure and finally the scope and limitations of the study. The fourth chapter is the penultimate chapter of the dissertation and includes a thorough evaluation of the investigation carried out. It focuses on the detailed analysis of the data obtained from the field from different retailers. Finally, the fifth chapter provides a brief report of the work carried out forms the first part of the Chapter. Conclusions derived from the logical analysis is presented and clearly enumerated. Suggestions from current findings and scope for future work are also stated in the last part of the Chapter. Key words: Retail, Interactive Advertising, Gesture Control, Digital Display.

K. Girish.

Management