Business Intelligence

Does In-Store Marketing Work? Effects Of The Number And Position Of Shelf Facings On Brand Attention

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Executive Summary

Recent trends in marketing have demonstrated an increased focus on in-store expenditures with the hope of "Grabbing consumers" at the point of purchase: but does it make sense? To help answer this question, the authors examine the interplay between in-store and out-of-store factors on consumer attention to and evaluation of brands displayed on supermarket shelves. Using an eye-tracking experiment, they find that tile number of facings obtained has a strong impact n evaluation that is entirely mediated by its effect on visual attention and works particularly well for frequent users of the brand, for low market-share brands, and for young, highly educated consumers who are willing to trade off brand and prick. They also find that gaining in-store attention is not always sufficient to drive sales.

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