Improving the Attention-Capturing Ability of Special Displays with the Combination Effect and the Design Effect

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Abstract

Prior studies have provided examples of very large sales effects of special displays. In fact we often expect sales increases of several hundred percent for a brand on display. A previously discussed reason for the effectiveness of special display is the customers’ scarce attentive resources. Yet very little academic work has elaborated on aspects improving the displays’ attention-capturing abilities. In the present study more than 13,500 customers were observed approaching special displays. The results show that a retailer can improve a display’s effectiveness by combining the products with different POP-material as well as by improving the display’s design. For instance the design manipulation in the third experiment shows that a retailer can increase the sales with as much as 977 percent by changing from a commonly used display design to the one recommended in this paper. Both the combination effect and the design effect are tested in different settings.
Original languageEnglish
Pages (from-to)169-173
Number of pages5
JournalJournal of Retailing and Consumer Services
Volume18
Issue number3
DOIs
Publication statusPublished - 1 May 2011

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