TY - JOUR
T1 - The real estate value of supermarket endcaps
T2 - Why location in-store matters
AU - Caruso, William
AU - Corsi, Armando Maria
AU - Bogomolova, Svetlana
AU - Cohen, Justin
AU - Sharp, Anne
AU - Lockshin, Larry
AU - Tan, Pei Jie
PY - 2018/6/1
Y1 - 2018/6/1
N2 - 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.
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.
KW - Supermarket layout
KW - Endcaps
KW - endcap real estate
KW - foot traffic
UR - http://www.scopus.com/inward/record.url?scp=85045094575&partnerID=8YFLogxK
U2 - 10.2501/JAR-2018-026
DO - 10.2501/JAR-2018-026
M3 - Article
AN - SCOPUS:85045094575
VL - 58
SP - 177
EP - 188
JO - JOURNAL OF ADVERTISING RESEARCH
JF - JOURNAL OF ADVERTISING RESEARCH
SN - 0021-8499
IS - 2
ER -