PT  - JOURNAL ARTICLE
AU  - William Caruso
AU  - Armando Maria Corsi
AU  - Svetlana Bogomolova
AU  - Justin Cohen
AU  - Anne Sharp
AU  - Larry Lockshin
AU  - Pei Jie Tan
TI  - The Real Estate Value Of Supermarket Endcaps
AID  - 10.2501/JAR-2018-026
DP  - 2018 Jun 01
TA  - Journal of Advertising Research
PG  - 177--188
VI  - 58
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/58/2/177.short
4100  - http://www.journalofadvertisingresearch.com/content/58/2/177.full
SO  - J Advert Res2018 Jun 01; 58
AB  - Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles. Research has not established how the physical and visual reach of endcaps—product displays strategically placed at the end of a shopping aisle—might vary across locations in a store. This study explores how foot traffic and visual reach of endcaps differ by location. The most prominent endcaps, in terms of both foot traffic and visual reach, were at the back of the store. These had 24 percent more foot traffic and 30 percent more visual reach than front endcaps. Evidence from this study will help marketers reach more shoppers in different endcap locations in the supermarket.