Competing for attention with in-store promotions

Phillips, Megan; Parsons, A. J.; Wilkinson, Helene; Ballantine, Paul W.

doi:10.1016/j.jretconser.2015.05.009

Cited by 26 publications

(20 citation statements)

References 35 publications

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“…Sixteen studies focused on how products were placed within stores, measuring visual attention, purchase volume, or spending as the primary outcomes [ 15 , 46 , 58 , 62 , 83 , 84 , 85 , 86 , 87 , 88 , 89 , 90 , 91 , 92 , 93 , 94 ]. Through slotting allowances and category management, manufacturers are able to secure placement in premium store locations, including on the endcap (i.e., end-of-aisle displays free from direct aisle-based competition), in the checkout aisle, and on freestanding displays.…”

Section: Resultsmentioning

confidence: 99%

Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior

Hecht

Perez

Polascek

et al. 2020

IJERPH

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The retail food environment plays an important role in shaping dietary habits that contribute to obesity and other chronic diseases. Food and beverage manufacturers use trade promotion—incentives paid to retailers—to influence how products are placed, priced, and promoted in stores. This review aims to: (1) catalogue trade promotion practices that manufacturers use to influence retailer marketing strategies, and (2) describe how these retailer marketing strategies affect consumer purchasing behavior and attitudes. Researchers searched five databases, Academic Search Ultimate, Business Source Ultimate, PsycINFO, PubMed, and Web of Science, to identify literature from industry and academic sources published in English through November 2019. Twenty articles describing manufacturer trade promotion practices were synthesized and provided insight into four types of trade promotion practices: category management, slotting allowances, price discounts, and cooperative advertising. Fifty-four articles describing the impact of retailer marketing on consumers were synthesized and graded for quality of evidence. While comparison across studies is challenging, findings suggest that retailer marketing strategies, such as price promotions and prominent placement, lead to increased sales. Results can guide efforts by policymakers, public health practitioners, and food retailers to design retail environments that improve healthy eating while maintaining retailer financial interests. Additional research should measure the impact of retailer marketing strategies on consumer diet quality and retailer outcomes (e.g., return-on-investment).

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Section: Resultsmentioning

confidence: 99%

Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior

Hecht

Perez

Polascek

et al. 2020

IJERPH

View full text Add to dashboard Cite

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“…On one hand, in-store stimuli (special displays) can be considered as any special presentation in the store aimed at drawing attention to a product and increasing its sales (e.g., islands, end-of-aisle displays, shelf signages, etc. ; Bezawada et al, 2009 ; Garrido-Morgado and González-Benito, 2015 ; Phillips et al, 2015 ). These special displays are noticeable to customers inside the store, i.e., at the moment in which they decide and carry out their purchase decision (Bava et al, 2009 ; Bezawada et al, 2009 ; Inman et al, 2009 ).…”

Section: Conceptual Framework: Proposed Hypothesesmentioning

confidence: 99%

“…Studies about commercial stimuli usually take into account different typical characteristics of the analyzed stimuli and thus control for various particular aspects that can moderate their results (see Table 1 ). For example, studies that analyze special presentations at the point of sale control for the distance between the new position of the displayed product from its usual position or whether this new position is in proximity to a complementary product or another commercial stimulus (Bezawada et al, 2009 ; Chandon et al, 2009 ; Phillips et al, 2015 ). Studies focused on advertising flyers also account for their characteristics, such as the number of pages, geographic area in which they are launched, temporal frequency, or average discounts (Gijsbrechts et al, 2003 ; Luceri et al, 2014 ).…”

Section: Conceptual Framework: Proposed Hypothesesmentioning

confidence: 99%

“…In fact, retailers use different commercial stimuli that take place both inside and outside the store. On one hand, in-store stimuli, such as merchandising tools or special displays, are noticeable by customers inside the store at the moment in which they carry out their purchase decision (Bava et al, 2009 ; Bezawada et al, 2009 ; Phillips et al, 2015 ). Therefore, in-store stimuli trigger unrecognized needs and desires or trigger memories for forgotten needs, leading to in-store decision making, or unplanned purchasing (Inman et al, 2009 ), such as the purchase of one particular substitutive product or one particular brand instead of another.…”

Section: Introductionmentioning

confidence: 99%

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Influence of Customer Quality Perception on the Effectiveness of Commercial Stimuli for Electronic Products

2016

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Creating and maintaining customer loyalty are strategic requirements for modern business. In the current competitive context, product quality, and brand experience are crucial in building and maintaining customer loyalty. Consumer loyalty, which may be classified into cognitive loyalty and affective loyalty, is related to customers' quality perception. Cue utilization theory distinguishes two dimensions for perceived quality, extrinsic quality—linked to the brand—and intrinsic quality—related with internal product characteristics. We propose that (i) cognitive loyalty is more influenced by intrinsic product quality whereas extrinsic product quality (brand name) is more salient for affective loyalty and, (ii) different commercial stimuli have a differential effectiveness on intrinsic and extrinsic perceived quality. In fact, in this study, we analyze how perceived quality dimensions may influence the effectiveness of two different commercial stimuli: displays and advertising flyers. While displays work within the point of sale under time-constrained conditions where consumers are more likely to use heuristics to simplify their decisions, advertising flyers work outside of the point of sale under low time-constrained conditions, and therefore favor a more reasoned purchase decision where systematic processing will be more likely. We analyze the role of quality perception in determining the effectiveness of both these commercial stimuli for selling products that induce high purchase involvement and perceived risk. The empirical analysis focuses on computer products sold by one of Europe's largest computer retailers and it combines scanner, observational, and survey data. The results show that both dimensions of quality perceptions moderate the influence of displays and advertising flyers on sales, but their impact is different on each commercial stimuli. Extrinsic quality perception increases to a greater extent the effect of displays due to the use of a brand name heuristic. However, intrinsic quality perception improves to a greater extent the effect of advertising flyers, which in turn are more closely related to systematic decision processing.

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“…POS strategies have emerged as an area of research interest in the last decade, with limited research prior to 2000 (d 'Astous & Landreville, 2003). Much of the focus of POS research has been on the use of monetary strategies, such as price discounts and coupons (Hardesty & Bearden, 2003;Laroche et al, 2001;Palazón & Delgado, 2009;Phillips et al, 2015). However, concerns regarding the negative impacts of these approaches, including increased price sensitivity and dilution of brand equity (Chandon et al, 2000;Montaner et al, 2011;Mela et al, 1997), have led to a greater focus on non-monetary POS strategies.…”

Section: Introductionmentioning

confidence: 99%

Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters

Lawley

Birch

Johnson

2016

Journal of Retailing and Consumer Services

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In Australia, oysters are perceived as luxury products or are reserved for special occasions, making their consumption infrequent. Point of sale (POS) strategies can encourage consumers to increase purchase frequency. This paper reports the results of a field trial conducted for the Australian oyster industry to increase oyster purchase frequency. Five non-monetary POS strategies were trialled over 16 weeks in seven specialty seafood stores. While issues with store POS strategy compliance made evaluation difficult, sales increased by 15-20%; the most effective strategy was in-store sampling. Management and staff commitment to the POS campaign positively impacted results.

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Competing for attention with in-store promotions

Cited by 26 publications

References 35 publications

Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior

Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior

Influence of Customer Quality Perception on the Effectiveness of Commercial Stimuli for Electronic Products

Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters

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