Effectiveness of In-Store Displays in a Virtual Store Environment

Catholic University of Leuven (KUL) Dept. of Marketing and Organisation Studies Working Paper Series

44 Pages Posted: 7 Dec 2010

See all articles by Els Breugelmans

Els Breugelmans

KU Leuven @ Antwerp

Katia Campo

KU Leuven - Faculty of Business and Economics (FEB)

Date Written: August 1, 2010

Abstract

This article examines the effectiveness of in-store displays (ISD) in an online grocery store and concentrates on two main issues. First, considering the more artificial and functional virtual store environment, we examine whether online ISD produce a similar boost in sales as they do in offline stores.

Second, we examine the moderating effect of display characteristics by comparing the effects of different display types. The results show that (1) online ISD can substantially increase brand sales and (2) ISD that preempt competition through a first-order and isolated position outperform ISD that attempt to make the product stand out in the shopping zone.

Keywords: n-store displays; online retailing; online grocery shopping; market share models

Suggested Citation

Breugelmans, Els and Campo, Katia, Effectiveness of In-Store Displays in a Virtual Store Environment (August 1, 2010). Catholic University of Leuven (KUL) Dept. of Marketing and Organisation Studies Working Paper Series, Available at SSRN: https://ssrn.com/abstract=1720888 or http://dx.doi.org/10.2139/ssrn.1720888

Els Breugelmans (Contact Author)

KU Leuven @ Antwerp ( email )

Department of Business Studies
Korte Nieuwstraat 33
Antwerp, 2000
Belgium

Katia Campo

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

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