Presentera och komplettera för att sälja mera - En kvantitativ studie om produktpresentationer i den digitala kassalinjen

Sammanfattning: Retailers have a good understanding of how to get consumers to buy more than intended in the physical store by presenting products near the checkout. However not much is known about if the retailer should display the same products online or if it is more advantageous to display products relevant to the target product, such as complements or substitutes. This paper examines consumers' preferences for different presentations of products and what effects these presentations have on consumers' perception of the assortment and the web store. We examine a fictional web store with three different product presentations (complement-based, high penetration-based and substitute-based) and two different target products, one hedonic and one utilitarian. Two quantitative studies were conducted including 247 and 240 respondents. The results indicate that complement-based presentations are preferable, especially in the case of utilitarian target products, due to many positive aspects on the perception of the product presentation and the web store. Front running the idea of web based product placement within an online entity can drastically help increase sales while enhancing the customers experience online.