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
Date Written: August 1, 2010
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
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