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Insights from In-Store Marketing Experiments

Shopper Marketing and the Role of In-Store Marketing

ISBN: 978-1-78441-001-8, eISBN: 978-1-78441-000-1

Publication date: 2 September 2014

Abstract

Retailers increasingly experiment with a wide variety of store elements; this chapter focuses on in-store marketing tactics and reports the results of 12 in-store experiments conducted in cooperation with different retail chains. Experiments 1–3 address in-store signage (digital, floor) and reveal that digital screens and signage can draw customers toward merchandise and deeper into shopping aisles. Experiments 4–6 explore the impact of the organization of a display (vertical, horizontal, diagonal, waterfall) and generally demonstrate the superiority of vertical organizations of merchandise. In Experiments 7–9, results pertaining to the location of a product in a store highlight the importance of placing merchandise at eye level. With Experiments 10 and 11, the authors reinforce the importance of retail atmospherics (scent, lighting). Finally, Experiment 12 explores product placement and other factors that can enhance the effectiveness of in-store merchandise demonstrations.

Keywords

Acknowledgements

Acknowledgments

The authors acknowledge the collaboration of multiple firms: Axel Johnson, Hakon Swenson Stiftelsen, H&M, ICA, IKEA, Norrtälje Kommun, Proctor & Gamble, Roslagens Sparbanks Stiftelser, Swedish Match, Swedish Trade Federation, and Systembolaget. They thank faculty and staff at SSE Center for Retailing, who helped with these studies, as well as the students who assisted with the development and execution of many of the experiments reported herein: Experiment 3: Johnny Johansson and Ludwig Wänéus; Experiment 4: Erik Dahlström, Josefina Rickardt, Isabell Berkius, and Nina Emtedal; Experiment 5: Annie Forss Sandahl, Annelie Karlsson, Veronica Romero, Ina Bergqvist, Lisa Grönblad, and Joceline Lu; Experiment 6: Carl-Philip Ahlbom, Sofia Gyllenhammar, Matilda Bergenudd, and Sandra Nilsson; Experiment 9: Anton Astner, John Bergstrom, Alexandra Falck, Johan Girell, Erik Ohlsson, and Jessica Mansourati; Experiment 10: Jacob Leander-Olsson and Ann Wenehed; and Experiment 11: Maja Larsdotter, Sofia Hagansbo, Emma Bäckman, and Christina Eckerrot.

Citation

Nordfält, J., Grewal, D., Roggeveen, A.L. and Hill, K.M. (2014), "Insights from In-Store Marketing Experiments", Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 127-146. https://doi.org/10.1108/S1548-643520140000011005

Publisher

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Emerald Group Publishing Limited

Copyright © 2014 Authors