The real estate value of supermarket endcaps: Why location in-store matters

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

doi:10.2501/JAR-2018-026

The real estate value of supermarket endcaps: Why location in-store matters

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

Research output: Contribution to journal › Article › peer-review

10 Citations (Scopus)

Abstract

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles. Research has not established how the physical and visual reach of endcaps—product displays strategically placed at the end of a shopping aisle—might vary across locations in a store. This study explores how foot traffic and visual reach of endcaps differ by location. The most prominent endcaps, in terms of both foot traffic and visual reach, were at the back of the store. These had 24 percent more foot traffic and 30 percent more visual reach than front endcaps. Evidence from this study will help marketers reach more shoppers in different endcap locations in the supermarket.

Original language	English
Pages (from-to)	177-188
Number of pages	12
Journal	JOURNAL OF ADVERTISING RESEARCH
Volume	58
Issue number	2
DOIs	https://doi.org/10.2501/JAR-2018-026
Publication status	Published - 1 Jun 2018
Externally published	Yes

Keywords

Supermarket layout
Endcaps
endcap real estate
foot traffic

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AU - Sharp, Anne

AU - Lockshin, Larry

AU - Tan, Pei Jie

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AB - Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles. Research has not established how the physical and visual reach of endcaps—product displays strategically placed at the end of a shopping aisle—might vary across locations in a store. This study explores how foot traffic and visual reach of endcaps differ by location. The most prominent endcaps, in terms of both foot traffic and visual reach, were at the back of the store. These had 24 percent more foot traffic and 30 percent more visual reach than front endcaps. Evidence from this study will help marketers reach more shoppers in different endcap locations in the supermarket.

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The real estate value of supermarket endcaps: Why location in-store matters

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Keywords

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