Golvskyltens oanade effekter - En studie om golvskyltens outforskade effekter
Floor signs in stores have become a more common phenomenon during past years. The problem is that the knowledge about these signs is limited and the actual effects are unknown. This lack of knowledge can have a negative impact on store performance and marketing efforts. The purpose of this paper is to examine the effects of floor signs on consumer attitude and behaviour. The study was conducted in two grocery stores, where the movement pattern of 39 501 customers was recorded over a four week period. During the four weeks, sales data from the stores and 120 surveys was collected. The results show that floor signs have an impact on consumers movement pattern in the store, making them go further into a store aisle, the consumers decision-making and attitudes toward the shelf. Sales and attitudes toward the store displayed no significant changes. We therefore recommend stores with low customer traffic in certain places of the store to use floor signs as a tool to increase traffic to these places. Further stores with a low perceived affordability or shelf-organization can use floor signs to increase customers evaluation of these factors.