Retailing Underutilised Products: A POS Trial of Australian Oysters.

Abstract

This paper reports the results of a field trial conducted on behalf of the Australian oyster industry designed to increase oyster consumption through POS and in-store sampling. Oyster consumption is characterised by a base of very light consumers, many of whom do not even eat oysters once a year. POS strategies are an effective retailing strategy to drive behavioural change at POS. Five POS strategies were manipulated in seven speciality seafood stores in Australia. The results show that while in-store sampling is the most effective POS strategy, an integrated POS strategy comprising a range of materials has an added impact of educating staff who can then also assist in the sale process. Management commitment to the POS strategies is critical for successful implementation.