Abstract

Endcaps, or end-of-aisle advertisements, refer to product displays at the end of a shelf row in brick-and-mortar stores.  In this research, we examine the effectiveness of technology augmented in-store endcaps.  Working with a major Swedish retailer, we investigate consumer responses to visual, auditory, and olfactory augmented endcaps in three field studies.  The results show that customers pay more attention to and are more likely to buy a product when the digital display features a less vivid advertisement (cf. story projection or static displays).  This effect is mediated by ad visibility and mental involvement and moderated by individual-level optimum stimulation.