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.
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Vol 58 Issue 2
