Improving the attention-capturing ability of special displays with the combination effect and the design effect

Nordfält, Jens

Journal of Retailing and Consumer Services, 2011, vol. 18, issue 3, 169-173

Abstract: Prior studies have provided examples of very large sales effects of special displays. In fact we often expect sales increases of several hundred percent for a brand on display. A previously discussed reason for the effectiveness of special display is the customers’ scarce attentive resources. Yet very little academic work has elaborated on aspects improving the displays’ attention-capturing abilities. In the present study more than 13,500 customers were observed approaching special displays. The results show that a retailer can improve a display’s effectiveness by combining the products with different POP-material as well as by improving the display’s design. For instance the design manipulation in the third experiment shows that a retailer can increase the sales with as much as 977 percent by changing from a commonly used display design to the one recommended in this paper. Both the combination effect and the design effect are tested in different settings.

Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:18:y:2011:i:3:p:169-173

DOI: 10.1016/j.jretconser.2010.09.005

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