Effectiveness of In-Store Displays in a Virtual Store Environment

Els Breugelmans and Katia Campo

Journal of Retailing, 2011, vol. 87, issue 1, 75-89

Abstract: This article examines in-store display effectiveness in an online grocery store and concentrates on two main issues. First, considering the more artificial and functional virtual store environment, we examine whether online in-store displays (ISD) produce a similar boost in sales as they do in offline stores. Second, we examine the moderating effect of display characteristics by comparing the effects of different display types. The results show that (1) online ISD can substantially increase brand sales and (2) ISD that preempt competition through a first-order and isolated position outperform ISD that attempt to make the product stand out in the shopping zone.

Keywords: In-store displays; Online retailing; Online grocery shopping; Market share models (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:87:y:2011:i:1:p:75-89

DOI: 10.1016/j.jretai.2010.09.003

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