How store flyers design affect perceived variety of retailers’ assortment
| Pages | 382-396 |
| Published date | 11 March 2019 |
| Date | 11 March 2019 |
| DOI | https://doi.org/10.1108/IMDS-04-2018-0149 |
| Author | Maciel Prediger,Ruben Huertas-Garcia,Juan Carlos Gázquez-Abad |
| Subject Matter | Information & knowledge management,Information systems,Data management systems,Knowledge management,Knowledge sharing,Management science & operations,Supply chain management,Supply chain information systems,Logistics,Quality management/systems |
How store flyers design
affect perceived variety of
retailers’assortment
Maciel Prediger and Ruben Huertas-Garcia
Department of Economics and Business,
University of Barcelona, Barcelona, Spain, and
Juan Carlos Gázquez-Abad
Department of Economics and Business,
University of Almeria, Agrifood Campus of International Excellence ceiA3,
Almería, Spain
Abstract
Purpose –The purpose of this paper is to investigate the relationship between several aspects of store flyers
design (presence of a institutional slogan, type of product (national brand (NB) or store brand (SB)) featured
on the cover page, the size of the flyer, number of featured NBs, type of brand (NB vs SB) on promotion, and
price difference between the most expensive (NB) and the cheapest SB) and the consumer’s perceived variety
of the retailer’s assortment, as a dimension of its global image.
Design/methodology/approach –A mixed laboratory experiment that combined a between-subjects
experimental design and inter-subject conjoint analysis was conducted. A fictitious flyer from a fictitious
supermarket was created that included both real NBs and fictitious SBs. In total, 12 scenarios (i.e. flyers) were
tested using a sample of 406 participants.
Findings –Analysis suggests that longer flyers have the greatest influence on consumers’perceived variety
of a retailer’s assortment; a greater number of NBsin a category influenced consumers’perceptions positively,
and featuring SBs on the cover enhanced perceived variety. If a retailer features SBs on a flyer’s cover, longer
flyers are recommended, and shorter flyers are recommended if NBs are featured on the cover. A retailer
should promote its own brand only if the most expensive NBs are featured with SBs.
Research limitations/implications –This study analyses a single aspect of consumers’purchasing
behaviors –variety of a retailer’s assortment. Future research should examine other variables related to
consumers’purchasing behaviors. This study uses an online context to test hypotheses, but many aspects of
flyer design are physical. Future research should test current findings in offline contexts to compare results.
Research should also explore moderation by consumer variables such as brand and store loyalty.
Practical implications –To researchers, the authors offer improved understanding of how a flyer’s design
affects the first stage of purchasing. To practitioners, results offer better understanding of positive returns on
investment of store flyers, and to retailers, results offer a guide to creating and organizing flyers.
Originality/value –This study is first to assess how a flyer’s design influences a dimension of store image.
Unlike extant research that examines store flyers using econometric models at the aggregate level, this study
uses a laboratory experiment that combines a between-subjects design with conjoint analysis.
Keywords Retailer, Feature advertising, Perceived variety, Store flyer
Paper type Research paper
1. Introduction
Store flyers are paramount to marketing management and contribute to a retailer’s
performance (Ziliani and Ieva, 2015 ). Beyond retailers, consumer packaged-goods
manufacturers, willing to pay to have their brands featured on flyers, are increasingly
using store flyers as a primary vehicle to present their assortments, promote new products
and communicate price specials to consumers (Gázquez-Abad et al., 2014; Gijsbrechts et al.,
2003). Store flyers therefore represent a form of quick-response, mass-media advertising
(Woo et al., 2015) with a short-term sales objective (Burton et al., 1999) achieved through
consumer acceptance (Swoboda et al., 2010). They are also demanding in terms of retailers’
promotional decisions (Gijsbrechts et al., 2003), with considerable annual investments.
Industrial Management & Data
Systems
Vol. 119 No. 2, 2019
pp. 382-396
© Emerald PublishingLimited
0263-5577
DOI 10.1108/IMDS-04-2018-0149
Received 9 April 2018
Revised 12 July 2018
Accepted 14 August 2018
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0263-5577.htm
382
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