Assessing the sales effectiveness of differently located endcaps in a supermarket. (July 2018)

• Record Type: Journal Article
• Authors: Tan, Pei Jie; Corsi, Armando; Cohen, Justin; Sharp, Anne; Lockshin, Larry; Caruso, William; Bogomolova, Svetlana
• Is Part Of: Journal of retailing and consumer services. Volume 43(2018)
• Page Start: 200
• Page End: 208
• Publication Date: 2018-07
• Subjects: Endcaps -- Sales uplift -- In-store experiments; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2018.03.015
• Languages: English
• ISSNs: 0969-6989

Abstract

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.