Assessing the sales effectiveness of differently located endcaps in a supermarket

Pei Jie Tan, Armando Corsi, Justin Cohen, Anne Sharp, Larry Lockshin, William Caruso and Svetlana Bogomolova

Journal of Retailing and Consumer Services, 2018, vol. 43, issue C, 200-208

Abstract: This paper compares the sales effectiveness of front versus back located end-of-aisle promotional displays (endcaps) in a supermarket, through measuring sales from the endcaps alone, as well as total brand sales, across three experiments. This paper reveals that rear endcaps generate a higher total brand sales uplift than front endcaps, acting like “billboards†to draw shoppers into the main aisle. On average, rear endcaps generated 416% sales uplift, while front endcaps generated 346% sales uplift. However, front endcaps deliver higher endcap-only sales uplift. These findings challenge industry assumptions about one of the most commonly used promotional tools.

Keywords: Endcaps; Sales uplift; In-store experiments (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698917307257
Full text for ScienceDirect subscribers only

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:eee:joreco:v:43:y:2018:i:c:p:200-208

DOI: 10.1016/j.jretconser.2018.03.015

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().