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In-store demonstrations as a promotion tool

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  • Nordfält, Jens
  • Lange, Fredrik

Abstract

Retailers and manufacturers jointly do their best to influence in-store customer behavior. One promotional tool often used by the industry but rarely studied by academics is in-store demonstrations. In this article we look at when and how demonstrations work the best. Two large field experiments were run and the results indicate that in-store demonstrations are powerful tools to increase sales. Furthermore, the results from the experiments show that the effectiveness of the demonstrations vary widely depending on when they and how they are executed.

Suggested Citation

  • Nordfält, Jens & Lange, Fredrik, 2013. "In-store demonstrations as a promotion tool," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 20-25.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:1:p:20-25
    DOI: 10.1016/j.jretconser.2012.08.005
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Mussol, Sarah & Aurier, Philippe & de Lanauze, Gilles Séré, 2019. "Developing in-store brand strategies and relational expression through sales promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 241-250.
    2. Tong Wang & Cheng He & Fujie Jin & Yu Jeffrey Hu, 2022. "Evaluating the Effectiveness of Marketing Campaigns for Malls Using a Novel Interpretable Machine Learning Model," Information Systems Research, INFORMS, vol. 33(2), pages 659-677, June.
    3. Radon, Anita & Brannon, Daniel C. & Reardon, James, 2021. "Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Hayk Khachatryan & Alicia Rihn & Bridget Behe & Charles Hall & Ben Campbell & Jennifer Dennis & Chengyan Yue, 2018. "Visual attention, buying impulsiveness, and consumer behavior," Marketing Letters, Springer, vol. 29(1), pages 23-35, March.
    5. Yingjue Zhou & Tieming Liu & Gangshu Cai, 2019. "Impact of In-Store Promotion and Spillover Effect on Private Label Introduction," Service Science, INFORMS, vol. 11(2), pages 96-112, June.
    6. Lawley, Meredith & Birch, Dawn & Johnson, Lucy, 2016. "Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 194-201.
    7. 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.
    8. Page, Bill & Trinh, Giang & Bogomolova, Svetlana, 2019. "Comparing two supermarket layouts: The effect of a middle aisle on basket size, spend, trip duration and endcap use," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 49-56.
    9. Amelie A. Hecht & Crystal L. Perez & Michele Polascek & Anne N. Thorndike & Rebecca L. Franckle & Alyssa J. Moran, 2020. "Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior," IJERPH, MDPI, vol. 17(20), pages 1-34, October.
    10. Oğuz Çetin & Adam J. Mersereau & Ali K. Parlaktürk, 2020. "Management and Effects of In-Store Promotional Displays," Manufacturing & Service Operations Management, INFORMS, vol. 22(3), pages 481-494, May.

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