Lämna inte slumpen åt slumpen - En studie om hylloptimering i den digitala butiken

Sammanfattning: This paper examines the impact of conscious shelf management on online grocery stores. An S-O-R framework is used to unveil if some established shelf management techniques from physical stores are applicable in an online context. We also explain some of the cognitive processes customers experience as they get exposed to online buying situations. A main study with two data sources is conducted: one quantitative website experiment with 168 participants who got exposed to five different organisation patterns within five different categories; and one more qualitative eye tracking experiment with 20 participants. The results indicate that a disorganised product page evokes not only different scan paths and cognitive patterns but also generates higher sales. Results also indicate that particular areas of the product page attract more attention as well as generate higher sales. Implications for retail managers and the academia are presented.