You are looking at 1 - 1 of 1 items

  • Author or Editor: Anthony R. Koschmann x
Clear All Modify Search
You do not have access to this content

Jeffrey R. Parker and Anthony R. Koschmann

In addition to the challenges of choosing a store’s assortment, managing promotions, optimizing prices, and ensuring a stable supply chain – retailers also need to consider how product presentation influences consumers’ preferences. After all, having what the consumer wants when and where they want it may not be enough if the products are not presented in a manner consistent with how the consumer shops. As it is often the literal touch-point between the consumer and the product, this chapter focuses on how shelf layout plays a vital role in consumers’ preferences. It considers both traditional physical shelves and online/menu-based displays and discusses how manager-controlled shelf-layout variables can influence both information gathering and, crucially, consumers’ choices. The chapter closes with a discussion on opportunities for future researchers in the area of shelf layouts.