In-store digital displays have persuaded 17% of under-45-year-olds to spend more than they’d originally planned on a purchase, according to new research.

The survey, commissioned by digital signage consultancy Saturn Visual Solutions and carried out by OnePoll, asked 2,000 UK-based adult workers how they felt about stores that have interactive displays and screens showing product information and videos.

Nearly a quarter of 18- to 24-year-olds (24%) admitted that they’d been persuaded to spend more than they’d originally planned to while in a store with digital displays. The figure dropped to 19% for 25- to 34-year-olds and 15% for 35- to 44-year-olds, before plummeting to 7% for those aged 45-plus.

Men were more likely to find digital signage in shops persuasive, according to the survey, with 17% admitting to splashing out as a result of seeing it, compared with 9% of women.

The research also revealed that 25% of respondents felt that the displays in modern stores made it easier to find about new products, while 22% said shopping in shops with digital displays was more fun and felt more luxurious.

Saturn chief executive Chris Welsh said: “We’re not surprised by the finding that people are more likely to splurge in a store with digital displays. It shows that the environment customers are shopping in and the information they are provided with can influence how they feel about a product.

Enhanced shopping experience
“Our research shows that a good portion of the younger generation think digital displays enhance their in-store shopping experience. For too long, retailers have treated digital displays like ‘an optional extra’.

“Hopefully, this research illustrates the impact that displays can have on shoppers’ experiences and their perceptions of brands. It also clearly indicates a positive influence on the bottom line, for retailers.

“It’s unlikely that this preference for a more modern, interactive store is going to change with the next generation. Retailers need to start upping their game and delivering an in-store experience that focuses more on the here and now, rather than what used to work in the past.”

To read Saturn’s white paper on the research, Re-energising Retail – How the 2024 In-store Experience is Changing and What to do About it, click here.