Retail Displays (10-30-20)

Gonzalez, Meyer, and Toldos identified links between gender and responses to online retail displays; it is possible that their findings can also be applied in other contexts.  The research trio report that their “study suggests a potential influence of rich contextual product displays, relative to plain white backgrounds. The results of five studies reveal that the product usage context influences purchase intentions among female customers. Women and men differ in their decision-making processes and evaluate different attributes and benefits prior to purchase. Displaying a product in a rich contextual setting appears to enhance women’s perceptions of emotional value, which heightens their purchase intentions. . . . Especially in sections or stores targeted at women, more contextual product displays likely can enhance conversion rates and overall sales. . . . both discount and luxury retailers can implement these tactics. . . . The contextual background should focus on actual product usage, including concrete, consistent and familiar elements which makes it easier for female customers to imagine its usage.”

Eva Gonzalez, Jan-Hinrich Meyer, and M. Toldos.  2021. “What Women Want?  How Contextual Product Displays Influence Women’s Online Shopping Behavior.”  Journal of Business Research, vol. 123, pp. 625-641, https://doi.org/10.1016/j.jbusres.2020.10.002