Handbook of Research on Retailing
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Handbook of Research on Retailing

Edited by Katrijn Gielens and Els Gijsbrechts

The advent of e-commerce and the rise of hard discounters have put severe pressure on traditional retail chains. Boundaries are blurring: traditional brick & mortar players are expanding their online operations and/or setting up their own discount banners, while the power houses of online retail are going physical, and hard discounters get caught up in the Wheel of Retailing. Even successful companies cannot sit back and rest, but need to prepare for the next wave of change. In the face of this complexity, it is all the more important to take stock of current knowledge, based on insights and experience from leading scholars in the field. What do we know from extant studies, and what are the ensuing best practices? What evolutions are ahead, and will current recipes still work in the future? This Handbook sheds light on these issues.
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Chapter 12: Shelf layout and consumer preferences

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.

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