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Assessing the sales effectiveness of differently located endcaps in a supermarket

Author

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

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.

Suggested Citation

  • Tan, Pei Jie & Corsi, Armando & Cohen, Justin & Sharp, Anne & Lockshin, Larry & Caruso, William & Bogomolova, Svetlana, 2018. "Assessing the sales effectiveness of differently located endcaps in a supermarket," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 200-208.
    • Handle: RePEc:eee:joreco:v:43:y:2018:i:c:p:200-208
    DOI: 10.1016/j.jretconser.2018.03.015
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    References listed on IDEAS

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