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Effectiveness of In-Store Displays in a Virtual Store Environment

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  • Breugelmans, Els
  • Campo, Katia

Abstract

This article examines in-store display effectiveness in an online grocery store and concentrates on two main issues. First, considering the more artificial and functional virtual store environment, we examine whether online in-store displays (ISD) produce a similar boost in sales as they do in offline stores. Second, we examine the moderating effect of display characteristics by comparing the effects of different display types. The results show that (1) online ISD can substantially increase brand sales and (2) ISD that preempt competition through a first-order and isolated position outperform ISD that attempt to make the product stand out in the shopping zone.

Suggested Citation

  • Breugelmans, Els & Campo, Katia, 2011. "Effectiveness of In-Store Displays in a Virtual Store Environment," Journal of Retailing, Elsevier, vol. 87(1), pages 75-89.
    • Handle: RePEc:eee:jouret:v:87:y:2011:i:1:p:75-89
    DOI: 10.1016/j.jretai.2010.09.003
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    2. Wang, Shih-Ching & Lang, Mark, 2015. "The effects of special displays on shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 125-132.
    3. Marius Johnen & Oliver Schnittka, 2020. "Changing consumers’ minds at the point of sale: price discounts vs. in-store advertising," Marketing Letters, Springer, vol. 31(1), pages 49-71, March.
    4. Xue Pan & Lei Hou & Kecheng Liu, 2022. "The effect of product distance on the eWOM in recommendation network," Electronic Commerce Research, Springer, vol. 22(3), pages 901-924, September.
    5. Pantano, Eleonora & Iazzolino, Gianpaolo & Migliano, Giuseppe, 2013. "Obsolescence risk in advanced technologies for retailing: A management perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 225-233.
    6. Grandi, Benedetta & Cardinali, Maria Grazia, 2022. "Colours and price offers: How different price communications can affect sales and customers’ perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Monge, Alexis Villalobos, 2021. "Buying Food Online: What Explains The Consumer Purchase Behaviour?," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 9(1), January.
    8. Xiaoyu Yu & Yida Tao & Yi Chen & Weiyong Zhang & Pinglei Xu, 2019. "Social networks and online store performance in emerging economies: the mediating effect of legitimacy," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(2), pages 201-218, June.
    9. Garrido-Morgado, Álvaro & González-Benito, Óscar & Martos-Partal, Mercedes & Campo, Katia, 2021. "Which Products are More Responsive to In-Store Displays: Utilitarian or Hedonic?," Journal of Retailing, Elsevier, vol. 97(3), pages 477-491.
    10. Behe, Bridget K. & Bae, Mikyeung & Huddleston, Patricia T. & Sage, Lynnell, 2015. "The effect of involvement on visual attention and product choice," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 10-21.
    11. Han, Yoonju & Chandukala, Sandeep R. & Li, Shibo, 2022. "Impact of different types of in-store displays on consumer purchase behavior," Journal of Retailing, Elsevier, vol. 98(3), pages 432-452.
    12. Campo, Katia & Breugelmans, Els, 2015. "Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 63-78.
    13. Cristinel Vasiliu & Mihai Ovidiu Cercel, 2015. "Innovation in retail: impact on creating a positive experience when buying fashion products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 583-583, May.
    14. Mareike Sachse & Sebastian Oetzel & Daniel Klapper, 2023. "I'll Try That, Too - A Field Experiment in Retailing on the Effect of Variety During Display Promotions," Rationality and Competition Discussion Paper Series 404, CRC TRR 190 Rationality and Competition.
    15. Meadowcroft, Devon & Bernard, John C., 2016. "Understanding the Effect of Product Displays on Consumer Choice and Food Waste: A Field Experiment," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235543, Agricultural and Applied Economics Association.
    16. Phillips, Megan & Parsons, Andrew G. & Wilkinson, Helene J. & Ballantine, Paul W., 2015. "Competing for attention with in-store promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 141-146.
    17. Kohei Kawaguchi & Kosuke Uetake & Yasutora Watanabe, 2021. "Designing Context-Based Marketing: Product Recommendations Under Time Pressure," Management Science, INFORMS, vol. 67(9), pages 5642-5659, September.

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