Shelf Sequence and Proximity Effects on Online Grocery Choices

Research on traditional store shelf effects has shown that a product’s absolute and relative shelf position may strongly affect consumer choices. In this paper, we examine whether such shelf effects are still at play in an online grocery store. While traditional ‘eye-level’ placement is no longer predominant, we find that a product’s choice probability increases when presented on the first screen or located near focal (highly-preferred) items. Our results further demonstrate that these primacy and proximity effects depend on assortment size and composition. Larger and more difficult to process assortments complicate the choice process, thereby stimulating the use of shelf-based simplifying choice heuristics.marketing ;

The effects of shelf display on online grocery choices.

Research on shelf effects in traditional grocery stores has shown that a product's absolute and relative shelf position may strongly affect consumer choices. In this paper, we examine whether and how such shelf effects translate into an online grocery context. We find that a product's choice probability increases when presented on the first screen or located near focal items - especially when the latter are out-of-stock. These primacy and proximity effects have a stronger impact on choice decisions when assortments are more difficult to evaluate and when a clear shelf organization facilitates the use of shelf-based choice heuristics.Effects; Shelf; Choice;

Beyond promotion-based store switching: Antecedents and patterns of systematic multiple-store shopping (revised version).

In this paper, we demonstrate both theoretically and empirically that single-purpose multiple store shopping is not only driven by opportunistic, promotion-based motivations, but may also result from a longer term planning process based on stable store characteristics. We find that consumers may systematically visit multiple stores to take advantage of two types of store complementarity. In the case of 'fixed cost complementarity', consumers alternate visits to high and low fixed cost stores to balance transportation and holding costs against acquisition costs. 'Category preference complementarity' occurs when different stores offer the best value for different product categories, and may induce consumers to visit these stores together on combined shopping trips. In both cases, multiple store shopping leads to a shift from share-of-customers to share-of-wallet retail competition.Multiple store shopping; Spatial competition; Store choice; Planning; Processes; Characteristics; Complementarity; Cost; Costs; Category; Preference; Value; Product; Shopping trip; Competition; Choice; Patterns;

Beyond promotion-based store switching: Antecedents and patterns of systematic multiple-store shopping.

In this paper, we demonstrate that single-purpose multiple store shopping is not only driven by opportunistic, promotion-based motivations, but may also be part of a longer term shopping planning process based on stable store characteristics. We find that consumers may systematically visit multiple stores to take advantage of two types of store complementarity. In the case of 'fixed cost complementarity', consumers alternate visits to high and low fixed cost stores to balance transaction and holding costs against acquisition costs. 'Category preference complementarity' occurs when different stores offer the best value for different product categories. Tying these multiple store shopping motivations to characteristics of grocery stores leads to interesting new insights into the nature of spatial retail competition.Category; Characteristics; Choice; Competition; Cost; Costs; Multiple store shopping; Patterns; Planning; Preference; Processes; Product; Spatial competition; Store choice; Value;

Details and big pictures consumer use of actual prices and price images when choosing a store

In this paper, we develop a model of consumer patronage decisions to evaluate the effect of store price images vis-à-vis that of objective basket prices. Within this dual retail price model, the two types of price information are linked through the dynamic formation of price images over time, itself based on actual prices. We show that not accounting for the effect of (dynamic) price perceptions may seriously bias store traffic estimation in response to price changes. Finally, we explore which demographic and shopping characteristics of consumers may explain or shed light on differences in sensitivity to different price information.info:eu-repo/semantics/publishedVersio