Customers' Reactions to Assortment Reductions and Shelf Categorizations

Auteur(s)

Thomas Rudolph

Accéder

Description

In order to support customers in their shopping processes, retailers should take into account (1) the actual assortment size and (2) the
categorization of the shelves. We show in a field setting that both instruments simplify customers’ shopping processes. The
combination of both instruments shows the most positive outcome.

Sujets

Gestion d'entreprise > Vente et distribution

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Date

2013