Samenvatting

This study contributes to finding out how Digital Signage together with sensory perceptions should be placed within the design of physical clothing stores to optimize the guests ' experience. In terms of sensory perception, the focus was on the environmental factors of music and lighting, and the design factors of location, color, and countering the pitfalls of Display Blindness and overload. Based on the stimulus-organism-response framework of Fiore and Kim (2007), consumer response to the various design and environmental factors surrounding Digital Signage was explored.
Using a survey, respondents (N =192) had to indicate their preference in terms of Digital Signage. In this survey, images were used to show the two extremes in terms of design or environmental factors along with Digital Signage. In addition, the literature found on a particular aspect was confirmed or disconfirmed using a statement and the respondents had to indicate their main reason for a particular choice.
In conclusion, this study gives a better starting picture of how Digital Signage should be set up together with sensory perception for an optimal shopping experience. To stop the number of customers in the physical clothing store, FREM managers or retailers of the physical clothing stores are recommended to set up the Digital Signage as follows: 

Slow music
Warm lighting
Cool colors
Location where to wait
Environment Digital Signage synchronizes with the usage theme of Digital Signage
Personal and familiar environment
Central location in the store
Not too many technologies in one room

Follow-up studies are needed to create an even more specific picture of exactly what these design and environment aspects around the Digital Signage should look like. In addition, it is recommended to test the reactions of consumers to this way of decorating.