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Der kombinierte Einsatz von Sortimentsreduktion und Regalkategorisierung zur Sortimentsoptimierung–

Author

Listed:
  • Liane Nagengast

    (Universität St.Gallen)

  • Christina Heidemann

    (Universität St.Gallen)

  • Thomas Rudolph

Abstract

Zusammenfassung Konsumenten verlangen nach einem effizienten Einkaufsprozess und wollen schnell und unkompliziert zu ihrem Wunschprodukt gelangen. Handel und Hersteller können dabei durch übersichtliche Sortimente Unterstützung leisten. Die Übersichtlichkeit umfasst zwei Aspekte: (1) die tatsächliche Größe und (2) die Präsentation des Sortiments. Der vorliegende Artikel untersucht die Auswirkungen des kombinierten Einsatzes von Sortimentsreduktion und visueller Gliederung des Regals (Regalkategorisierung) auf das Kaufverhalten am Point of Sale. Die Ergebnisse im realen Marktumfeld zeigen, dass sowohl eine Sortimentsreduktion als auch eine Regalkategorisierung Konsumenten den Auswahlprozess erleichtern. Während die Suchzeit signifikant sinkt, bleibt die Kaufabschlussrate konstant. Zudem bewirken beide Instrumente Effizienzverbesserungen auf Handelsseite durch eine Beschleunigung der in-store Prozesse.

Suggested Citation

  • Liane Nagengast & Christina Heidemann & Thomas Rudolph, 2013. "Der kombinierte Einsatz von Sortimentsreduktion und Regalkategorisierung zur Sortimentsoptimierung–," Schmalenbach Journal of Business Research, Springer, vol. 65(7), pages 666-687, December.
    • Handle: RePEc:spr:sjobre:v:65:y:2013:i:7:d:10.1007_bf03372888
    DOI: 10.1007/BF03372888
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    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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