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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...

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Autores principales: Nakamura, Ryota, Pechey, Rachel, Suhrcke, Marc, Jebb, Susan A., Marteau, Theresa M.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Pergamon 2014
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4008933/
https://www.ncbi.nlm.nih.gov/pubmed/24632050
http://dx.doi.org/10.1016/j.socscimed.2014.02.032
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author Nakamura, Ryota
Pechey, Rachel
Suhrcke, Marc
Jebb, Susan A.
Marteau, Theresa M.
author_facet Nakamura, Ryota
Pechey, Rachel
Suhrcke, Marc
Jebb, Susan A.
Marteau, Theresa M.
author_sort Nakamura, Ryota
collection PubMed
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.
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spelling pubmed-40089332014-05-05 Sales impact of displaying alcoholic and non-alcoholic beverages in end-of-aisle locations: An observational study Nakamura, Ryota Pechey, Rachel Suhrcke, Marc Jebb, Susan A. Marteau, Theresa M. Soc Sci Med Short Report 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. Pergamon 2014-05 /pmc/articles/PMC4008933/ /pubmed/24632050 http://dx.doi.org/10.1016/j.socscimed.2014.02.032 Text en © 2014 The Authors http://creativecommons.org/licenses/by-nc-nd/3.0/ This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/).
spellingShingle Short Report
Nakamura, Ryota
Pechey, Rachel
Suhrcke, Marc
Jebb, Susan A.
Marteau, Theresa M.
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
topic Short Report
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4008933/
https://www.ncbi.nlm.nih.gov/pubmed/24632050
http://dx.doi.org/10.1016/j.socscimed.2014.02.032
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