Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

The Real Estate Value Of Supermarket Endcaps

Why Location In-Store Matters

William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, Larry Lockshin, Pei Jie Tan
DOI: 10.2501/JAR-2018-026 Published 1 June 2018
William Caruso
Ehrenberg-Bass Institute for Marketing Science, University of South Australia,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Will.Caruso@marketingscience.info
Armando Maria Corsi
Ehrenberg-Bass Institute,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Armando.Corsi@marketingscience.info
Svetlana Bogomolova
Ehrenberg-Bass Institute,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Svetlana.Bogomolova@marketingscience.info
Justin Cohen
Ehrenberg-Bass Institute,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Justin.Cohen@marketingscience.info
Anne Sharp
Ehrenberg-Bass Institute,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Anne.Sharp@marketingscience.info
Larry Lockshin
School of Marketing, University of South Australia,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Larry.Lockshin@marketingscience.info
Pei Jie Tan
Ehrenberg-Bass Institute,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Peijie.Tan@marketingscience.info
  • Article
  • Figures & Data
  • Info
  • PDF
Loading

ABSTRACT

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.

  • Received October 30, 2016.
  • Received (in revised form) August 7, 2017.
  • Accepted October 13, 2017.
  • Copyright© 2018 ARF. All rights reserved.
View Full Text

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 58 Issue 2

Journal of Advertising Research: 58 (2)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
The Real Estate Value Of Supermarket Endcaps
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Print
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
The Real Estate Value Of Supermarket Endcaps
William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, Larry Lockshin, Pei Jie Tan
Journal of Advertising Research Jun 2018, 58 (2) 177-188; DOI: 10.2501/JAR-2018-026

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
The Real Estate Value Of Supermarket Endcaps
William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, Larry Lockshin, Pei Jie Tan
Journal of Advertising Research Jun 2018, 58 (2) 177-188; DOI: 10.2501/JAR-2018-026
Reddit logo Twitter logo Facebook logo Mendeley logo
Save to my folders

Jump to

  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LITERATURE REVIEW
    • METHODOLOGY
    • RESULTS
    • DISCUSSION
    • ABOUT THE AUTHORS
    • REFERENCES
  • Figures & Data
  • Info
  • PDF

Topics

  • Segmentation and targeting
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • Understanding the Shopping Experience and Its Implications for Malls as Marketing Media
  • The Efficacy of Green Package Cues For Mainstream versus Niche Brands
Show more What We Know About In-Store Marketing

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use