Title: Effectiveness of in-store displays in a virtual store environment
Authors: Breugelmans, Els ×
Campo, Katia #
Issue Date: 2011
Publisher: Elsevier Advanced Technology Publications
Series Title: Journal of Retailing vol:87 issue:1 pages:75-89
Abstract: This article examines the effectiveness of in-store displays (ISD) in an online grocery store and concentrates on two main issues. First, considering the more artificial and functional virtual store environment, we examine whether online ISD produce a similar boost in sales as they do in offline stores. Second, we examine the moderating effect of display characteristics by comparing the effects of different display types. The results show that (1) online ISD can substantially increase brand sales and (2) ISD that preempt competition through a first-order and isolated position outperform ISD that attempt to make the product stand out in the shopping zone.
ISSN: 0022-4359
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
Faculty of Economics and Business (FEB) - miscellaneous
Faculty of Economics and Business (FEB), Campus Carolus Antwerp - miscellaneous
Department of Marketing Management, Campus Carolus Antwerp
× corresponding author
# (joint) last author

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