Effects of store fixture shape at retail checkout: Evidence from field and online studies

Xiaoling Zhang, Ke Zhang, Shibo Li and Damien Koenitz

Production and Operations Management, 2023, vol. 32, issue 10, 3158-3173

Abstract: Previous research from both marketing and operations management has shown that servicescape design, as an effective retail operations strategy, can significantly influence consumers’ purchases. We extend this literature by investigating how fixture shape, an important environmental factor that has received little attention in previous studies, can influence consumer purchase intentions at retail checkout. Findings from a field study and three online experiments consistently suggest that tower‐shaped fixtures, in comparison to other conventional fixtures, can increase checkout purchase intentions. Moreover, the proposed effect is driven by the increased visual attention to products when displayed on tower fixtures. We also identify consumers’ information processing style (i.e., more vs. less reliant on visual processing) as a theoretically relevant moderator. Specifically, customers who rely more heavily on visual information processing are more susceptible to the influence of a tower fixture than those who rely less on visual information processing. Through this research, we contribute novel insights to the understanding of display fixtures and retail operation management. This study augments the design task from product shape to fixture shape for manufacturers, and sheds light on retailer merchandising strategy as well as retail space management at checkout.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1111/poms.14028

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:popmgt:v:32:y:2023:i:10:p:3158-3173

Ordering information: This journal article can be ordered from
http://onlinelibrary ... 1111/(ISSN)1937-5956

Access Statistics for this article

Production and Operations Management is currently edited by Kalyan Singhal

More articles in Production and Operations Management from Production and Operations Management Society
Bibliographic data for series maintained by Wiley Content Delivery ().