Retailing Underutilised Products: A POS Trial of Australian Oysters.

Lawley, M. and Birch, D., 2016. Retailing Underutilised Products: A POS Trial of Australian Oysters. In: Australia and New Zealand Marketing Academy Conference (ANZMAC) 2016: Marketing in a Post-Disciplinary Era, 5-7 December 2016, University of Canterbury, Christchurch, New Zealand. (Unpublished)

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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.

Item Type:Conference or Workshop Item (Paper)
Additional Information:Abstract only submitted for conference proceedings.
Uncontrolled Keywords:Point-of-sale (POS); seafood; consumer behaviour; retailing
Subjects:UNSPECIFIED
Group:Faculty of Management
ID Code:25212
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:14 Dec 2016 09:24
Last Modified:10 Jan 2017 12:32

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