The location and merchandising of non‐food in supermarkets

Cathy Hart (Retailing Fellow/Lecturer in Marketing, Loughborough University Business School, Loughborough, UK)
Mark Davies (Lecturer in Marketing, Loughborough University Business School, Loughborough, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 1 April 1996

Abstract

Refers to the tendency in UK supermarkets for diversification into non‐food areas which has emphasized the need to improve how and where the products are presented to the customers. Service diversifications, such as dry cleaners or opticians, have traditionally been situated as separate “shops” behind the checkouts. Contrastingly, product range diversifications such as stationery, entertainment and clothing have tended to be incorporated into the main shopping aisles. Attempts to identify whether consumers would prefer these non‐food ranges to be differently merchandised, and more specifically, whether consumer preferences are different between retailers? Asks what alternative display formats may be used and which specific ranges are considered appropriate for these formats. Using six different retail multiples, examines the perceptions and preferences of 500 shoppers from the results of an attitude survey carried out in two UK cities. Finally, provides recommendations for retail management.

Keywords

Citation

Hart, C. and Davies, M. (1996), "The location and merchandising of non‐food in supermarkets", International Journal of Retail & Distribution Management, Vol. 24 No. 3, pp. 17-25. https://doi.org/10.1108/09590559610147892

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Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

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