Do you really want to buy that bag of chips that lots of other people have touched? The answer may not be as simple as you think.
Steve Nowlis, August A. Busch Jr. Distinguished Professor of Marketing, shed some light on consumer shopping behavior and retailer shelf-stocking priorities on Thursday, September 25 at the Praxis Luncheon Series.
Nowlis shared findings from his research in a presentation called, “Is a Messy Shelf Actually Working in Your Favor?” He covered some practical marketing solutions for the audience that included representatives from Schnuck’s, Purina Pet Care, and other local companies.
Q: Should your potato chip shelves be neatly stocked and full?
Q: Should your shelves displaying laundry detergent look the same?
A: Not necessarily.
The research indicated that consumers seem to think edible products, that looked “handled” on a messy shelf could have been contaminated in some way – even if they are packaged – making the product less desirable.
The same was not true for noningestible items, like detergent. Soap appeared more desirable if there were fewer items available and the shelf was somewhat disheveled.
About Olin Praxis: A journal that features research conducted by the Olin Business School faculty that is relevant to today’s business professionals. Topics range from finance and strategy to workplace creativity and marketing trends. Praxis translates noted academic papers into practical applications that can impact the way managers do business. Click here to read the latest issue online.