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