The Real Estate Value Of Supermarket Endcaps

William Caruso · Armando Maria Corsi · Svetlana Bogomolova · Eli Cohen · Anne Sharp · Larry Lockshin +1 more

13 citations0/0 files storedJournal of Advertising Research

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Consumer Retail Behavior Studies Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

ABSTRACT Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles. Research has not established how the physical and visual reach of endcaps—product displays strategically placed at the end of a shopping aisle—might vary across locations in a store. This study explores how foot traffic and visual reach of endcaps differ by location. The most prominent endcaps, in terms of both foot traffic and visual reach, were at the back of the store. These had 24 percent more foot traffic and 30 percent more visual reach than front endcaps. Evidence from this study will help marketers reach more shoppers in different endcap locations in the supermarket.

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References

1999Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making 2012Perceptions and Experiences of Research Participants on Gender-Based Violence Community Based Survey: Implications for Ethical Guidelines 1990The Price Knowledge and Search of Supermarket Shoppers 2009Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase 1984An Examination of Consumer Decision Making for a Common Repeat Purchase Product 2001Why we buy: the science of shopping 2000Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication 2009The Interplay among Category Characteristics, Customer Characteristics, and Customer Activities on in-Store Decision Making

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2020More bodily motor action, less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior 2022Clockwise versus counterclockwise turning bias: Moderation effects of foot traffic and cognitive experience on visual attention

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