Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study.
In-store product placement is perceived to be a factor underpinning impulsive food purchasing but empirical evidence is limited. In this study we present the first in-depth estimate of the effect of end-of-aisle display on sales, focussing on alcohol. Data on store layout and product-level sales dur...
| Main Authors: | , , , , |
|---|---|
| Format: | Journal article |
| Language: | English |
| Published: |
2014
|
| _version_ | 1826260412271689728 |
|---|---|
| author | Nakamura, R Pechey, R Suhrcke, M Jebb, SA Marteau, T |
| author_facet | Nakamura, R Pechey, R Suhrcke, M Jebb, SA Marteau, T |
| author_sort | Nakamura, R |
| collection | OXFORD |
| description | In-store product placement is perceived to be a factor underpinning impulsive food purchasing but empirical evidence is limited. In this study we present the first in-depth estimate of the effect of end-of-aisle display on sales, focussing on alcohol. Data on store layout and product-level sales during 2010-11 were obtained for one UK grocery store, comprising detailed information on shelf space, price, price promotion and weekly sales volume in three alcohol categories (beer, wine, spirits) and three non-alcohol categories (carbonated drinks, coffee, tea). Multiple regression techniques were used to estimate the effect of end-of-aisle display on sales, controlling for price, price promotion, and the number of display locations for each product. End-of-aisle display increased sales volumes in all three alcohol categories: by 23.2% (p = 0.005) for beer, 33.6% (p < 0.001) for wine, and 46.1% (p < 0.001) for spirits, and for three non-alcohol beverage categories: by 51.7% (p < 0.001) for carbonated drinks, 73.5% (p < 0.001) for coffee, and 113.8% (p < 0.001) for tea. The effect size was equivalent to a decrease in price of between 4% and 9% per volume for alcohol categories, and a decrease in price of between 22% and 62% per volume for non-alcohol categories. End-of-aisle displays appear to have a large impact on sales of alcohol and non-alcoholic beverages. Restricting the use of aisle ends for alcohol and other less healthy products might be a promising option to encourage healthier in-store purchases, without affecting availability or cost of products. |
| first_indexed | 2024-03-06T19:05:14Z |
| format | Journal article |
| id | oxford-uuid:14e6bfd8-ab47-4520-b9c9-3b5499dc6fe0 |
| institution | University of Oxford |
| language | English |
| last_indexed | 2024-03-06T19:05:14Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | oxford-uuid:14e6bfd8-ab47-4520-b9c9-3b5499dc6fe02022-03-26T10:22:27ZSales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study.Journal articlehttp://purl.org/coar/resource_type/c_dcae04bcuuid:14e6bfd8-ab47-4520-b9c9-3b5499dc6fe0EnglishSymplectic Elements at Oxford2014Nakamura, RPechey, RSuhrcke, MJebb, SAMarteau, TIn-store product placement is perceived to be a factor underpinning impulsive food purchasing but empirical evidence is limited. In this study we present the first in-depth estimate of the effect of end-of-aisle display on sales, focussing on alcohol. Data on store layout and product-level sales during 2010-11 were obtained for one UK grocery store, comprising detailed information on shelf space, price, price promotion and weekly sales volume in three alcohol categories (beer, wine, spirits) and three non-alcohol categories (carbonated drinks, coffee, tea). Multiple regression techniques were used to estimate the effect of end-of-aisle display on sales, controlling for price, price promotion, and the number of display locations for each product. End-of-aisle display increased sales volumes in all three alcohol categories: by 23.2% (p = 0.005) for beer, 33.6% (p < 0.001) for wine, and 46.1% (p < 0.001) for spirits, and for three non-alcohol beverage categories: by 51.7% (p < 0.001) for carbonated drinks, 73.5% (p < 0.001) for coffee, and 113.8% (p < 0.001) for tea. The effect size was equivalent to a decrease in price of between 4% and 9% per volume for alcohol categories, and a decrease in price of between 22% and 62% per volume for non-alcohol categories. End-of-aisle displays appear to have a large impact on sales of alcohol and non-alcoholic beverages. Restricting the use of aisle ends for alcohol and other less healthy products might be a promising option to encourage healthier in-store purchases, without affecting availability or cost of products. |
| spellingShingle | Nakamura, R Pechey, R Suhrcke, M Jebb, SA Marteau, T Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study. |
| title | Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study. |
| title_full | Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study. |
| title_fullStr | Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study. |
| title_full_unstemmed | Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study. |
| title_short | Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: an observational study. |
| title_sort | sales impact of displaying alcoholic and non alcoholic beverages in end of aisle locations an observational study |
| work_keys_str_mv | AT nakamurar salesimpactofdisplayingalcoholicandnonalcoholicbeveragesinendofaislelocationsanobservationalstudy AT pecheyr salesimpactofdisplayingalcoholicandnonalcoholicbeveragesinendofaislelocationsanobservationalstudy AT suhrckem salesimpactofdisplayingalcoholicandnonalcoholicbeveragesinendofaislelocationsanobservationalstudy AT jebbsa salesimpactofdisplayingalcoholicandnonalcoholicbeveragesinendofaislelocationsanobservationalstudy AT marteaut salesimpactofdisplayingalcoholicandnonalcoholicbeveragesinendofaislelocationsanobservationalstudy |