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Improving the attention-capturing ability of special displays with the combination effect and the design effect

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  • Nordfält, Jens

Abstract

Prior studies have provided examples of very large sales effects of special displays. In fact we often expect sales increases of several hundred percent for a brand on display. A previously discussed reason for the effectiveness of special display is the customers’ scarce attentive resources. Yet very little academic work has elaborated on aspects improving the displays’ attention-capturing abilities. In the present study more than 13,500 customers were observed approaching special displays. The results show that a retailer can improve a display’s effectiveness by combining the products with different POP-material as well as by improving the display’s design. For instance the design manipulation in the third experiment shows that a retailer can increase the sales with as much as 977 percent by changing from a commonly used display design to the one recommended in this paper. Both the combination effect and the design effect are tested in different settings.

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  • Nordfält, Jens, 2011. "Improving the attention-capturing ability of special displays with the combination effect and the design effect," Journal of Retailing and Consumer Services, Elsevier, vol. 18(3), pages 169-173.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:3:p:169-173
    DOI: 10.1016/j.jretconser.2010.09.005
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