بررسی اثربخشی نمایش فروشگاه در یک محیط فروشگاه مجازی

This article examines in-store display effectiveness 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 in-store displays (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.

The objectives of this research were twofold. First, we wanted to examine whether in-store displays (ISD), which represent highly effective and frequently used in-store marketing instru- ments for B&M stores, can be used effectively to stimulate brand sales in online stores. Second, we wanted to investigate the moderating effect of display characteristics by comparing the effectiveness of three major display types that pursue dif- ferent objectives and effects. To derive propositions on the effectiveness of ISD in online stores and on the differences in effectiveness across display types, we perform a theoretical anal- ysis of the mechanisms underlying observed display effects and of the possible impact of the virtual store environment. Next, to test these propositions, we estimate a hierarchical brand mar- ket share and category sales model that incorporate the effect of three display types that differ in their attention- and competition- related features. We examine the effects for ten different FMCG categories which increases the external validity of our results and provides insight into potential differences in display effects across categories.sales. Our results confirm that ISD also have positive effects on brand sales in online grocery stores, generating an increase in brand sales of up to 106 percent. In contrast with previous claims that online stores attract only convenience-oriented shoppers that are less sensitive to in-store marketing instruments, our findings demonstrate that ISD can influence online buying behavior and that online shoppers may be susceptible to in-store incentives. Online retailers and manufacturers may therefore benefit from introducing incentives and decision cues (e.g., ISD) that draw online shoppers’ attention to specific products and thus alter their behavior. Comparing brand and category level effects, it is clear that the brand switching effect dominates the category sales effect. Online ISD have a significant positive effect in a much larger number of product categories at the brand (market share) level than at the category sales level. In addition, when significant, the magnitude of the category sales effect is in most cases quite limited compared to the boost in brand market share ISD appear to produce. Online retailers and manufacturers should therefore realize that ISD tend to change online shoppers’ brand choice rather than their category incidence decision. Previous research has shown that, also in a B&M setting, in-store merchandising efforts especially affect brand choice decisions, and to a lesser extent primary demand (cf. Bell, Chiang, and Padmanabhan 1999 ). Whether the magnitude and composition of the online display effects observed in our study are comparable to those obtained in B&M stores is difficult to assess, due to the lack of a clear benchmark (i.e., no meta-analysis of display effects has been published) and uncontrolled differences in the research settings (e.g., store characteristics, examined categories, and brands).