Nordfält, Jens; Grewal, Dhruv; Roggeveen, Anne L.; … - In: Shopper marketing and the role of in-store marketing, (pp. 127-146). 2014
Retailers increasingly experiment with a wide variety of store elements; this chapter focuses on in-store marketing tactics and reports the results of 12 in-store experiments conducted in cooperation with different retail chains. Experiments 1–3 address in-store signage (digital, floor) and...
