Assessing the sales effectiveness of differently located endcaps in a supermarket

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

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)200-208
Number of pages9
JournalJournal of Retailing and Consumer Services
Volume43
DOIs
Publication statusPublished - Jul 2018
Externally publishedYes

Keywords

  • Endcaps
  • In-store experiments
  • Sales uplift
  • Supermarket
  • sales effectiveness
  • industry assumptions

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