Exploring the effectiveness of endcap locations in a supermarket: early evidence from in-store video observations
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(Published version)
Date
2015
Authors
Caruso, W.
Bogomolova, S.
Corsi, A.
Cohen, J.
Sharp, A.
Lockshin, L.
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Conference paper
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Proceedings of the 29th Australian and New Zealand Academy of Management Conference, 2015, pp.254-260
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29th Australian and New Zealand Academy of Management Conference 2015 (30 Nov 2015 - 2 Dec 2015 : Sydney, Australia)
Abstract
Endcaps are displays located at ends of a row of shelving in a supermarket store. Placing products on endcaps tends to increase the likelihood shoppers will notice and purchase those products. The prominent position along shopper pathways allows retailers to charge manufacturers for placing their products on endcaps. Yet, to the best of our knowledge neither party, nor academics have measured the effectiveness (foot traffic and visual attention) of different locations of encaps within a store (ie front vs back). This research analyses videos of real shopping trips (n=56) in two supermarkets coding foot traffic and visual attention devoted to endcaps at different parts of the store. Despite anecdotal evidence that manufacturers and retailers consider front of store endcaps as more enticing, our results show that back of the store endcaps have slightly more shopper traffic and are most often in the shoppers’ field of vision during the shopping trip.
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Copyright 2015 The Authors