IN-STORE MARKETING

Brands have utilised a variety of methods to better engage shoppers in-store. These range from product packaging to optimising the shopper experience. The positioning of products in the store itself can also affect sales.

• Will Digital Commerce and Analytics Be the Death of Traditional Brands? Gian M. Fulgoni (comScore, Inc.)
• Understanding the Shopping Experience and Its Implications for Malls as Marketing MediaHaiyan Hu (Morgan State University), and Cynthia R. Jasper (University of Wisconsin-Madison)
• The Efficacy of Green Package Cues for Mainstream versus Niche BrandsStacy Wood, Stefanie Robinson (North Carolina State University), and Morgan Poor (San Diego State University)
• The Real Estate Value of Supermarket Endcaps William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, Pei Jie Tan (Ehrenberg-Bass Institute), and Larry Lockshin (University of South Australia)

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