534. Revisiting the Eye-Level Effect
Invited abstract in session TC-6: SCM and Consumer Behavior in Retail Stores, stream Retail Operations.
Tuesday, 10:30-12:00Room: HG – Hörsaal 07
Authors (first author is the speaker)
| 1. | Necati Ertekin
|
| Supply Chain and Operations, University of Minnesota | |
| 2. | Maxime Cohen
|
| McGill University | |
| 3. | Mehmet Gumus
|
| Desautels Faculty of Management, McGill University |
Abstract
The principle that “eye-level is buy level” underpins planogram optimization and retailer-manufacturer agreements. When a product is moved to eye-level, the remaining products on the same shelving unit can be reorganized in several different ways (i.e., planogram reorganization). This study examines how different planogram reorganizations affect the magnitude of the eye-level effect. Using data from a subset of a field experiment, we compare eye-level placement under two distinct planogram reorganizations.
Keywords
- Operations Management
Status: accepted
Back to the list of papers