RT Journal Article
SR Electronic
T1 The Real Estate Value Of Supermarket Endcaps
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 177
OP 188
DO 10.2501/JAR-2018-026
VO 58
IS 2
A1 William Caruso
A1 Armando Maria Corsi
A1 Svetlana Bogomolova
A1 Justin Cohen
A1 Anne Sharp
A1 Larry Lockshin
A1 Pei Jie Tan
YR 2018
UL http://www.journalofadvertisingresearch.com/content/58/2/177.abstract
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.