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Where do Supermarket Endcaps have the Most Traction?

Where do Supermarket Endcaps have the Most Traction?

  • William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, and Pei Jie Tan (Ehrenberg-Bass Institute, Univ. of S. Australia) Larry Lockshin (Univ. of S. Australia School of Marketing)
  • JOURNAL OF ADVERTISING RESEARCH

Marketers and store managers invest significantly in endcaps— end-of-aisle displays intended to reach as many shoppers as possible. A seven-year Australian cross-country study analyzed where shoppers spend the most time in a store and which endcap space has the greatest potential reach. What do you think they found more valuable: front or back of the store?

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