EconPapers    
Economics at your fingertips  
 

Assessing the Long-Term Effect on Sales and CSR of a Nutrition Marketing Strategy in the Retailing Environment

Benedetta Grandi, Maria Grazia Cardinali and Silvia Bellini

International Business Research, 2019, vol. 12, issue 11, 94-100

Abstract: The present work aims to implement a ‘healthy checkout’ in a real retailing environment in order to demonstrate that this kind of intervention can be a win-win strategy for both shoppers and retailers in a long-term perspective. A field experiment has been conducted in five stores belonging to a leading Italian Retailer in the north of Italy, where all the unhealthy products have been removed from the checkouts. Both sales analysis and shoppers attitudes towards the intervention have been studied. Sales data have been analyzed for the ‘healthy checkout stores’ vs ‘traditional checkout stores’, and customers have been interviewed at the end of the shopping trip five months after the implementation. Our findings show that developing a healthy checkout can have a positive impact on sales, retailer’s reputation in terms of perceived CSR, and loyalty to the store. The present work provides some interesting results about the long-term effect of an in-store marketing strategy that aims to promote health among customers.

Keywords: nudging; retailing; health; checkout (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ibr/article/download/0/0/41096/42467 (application/pdf)
http://www.ccsenet.org/journal/index.php/ibr/article/view/0/41096 (text/html)

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:ibn:ibrjnl:v:12:y:2019:i:11:p:94-100

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().

 
Page updated 2025-03-19
Handle: RePEc:ibn:ibrjnl:v:12:y:2019:i:11:p:94-100