“Unless I See, I Do not Buy”: Display Share Impact on Private Label Online Sales

Edoardo Fornari; Alessandro Iuffmann Ghezzi; Greta Siracusa

doi:10.1007/978-3-031-69192-8_14

“Unless I See, I Do not Buy”: Display Share Impact on Private Label Online Sales

Edoardo Fornari^*, Alessandro Iuffmann Ghezzi, Greta Siracusa

^*Corresponding author

Università Carlo Cattaneo

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

The work herein deals with the impact of display share as a driver for private label sales in the online grocery retail setting. Starting from the assumption, well established in literature on “bricks-and-mortar” grocery stores, that an increase in the assortment share drives to higher sales share, empirical analysis is provided to verify if the same effect applies for the online channel as well. Cross-sectional analysis based on secondary scanner data provided by Circana in Italy on 190 food and beverage categories confirms the existence of a direct and robust relationship between private label online assortment and its sales share. Additionally, this relationship is found to be positively influenced by the category assortment depth, a moderating factor that does not hold significance in the offline channel.

Original language	English
Title of host publication	Springer Proceedings in Business and Economics, Advances in National Brand and Private Label Marketing
Editors	Juan Carlos Gázquez-Abad, Nicoletta Occhiocupo, Josè Luis Ruiz-Real
Pages	133-139
Number of pages	7
DOIs	https://doi.org/10.1007/978-3-031-69192-8_14
Publication status	Published - 2024

Keywords

Display share
Interbrand competition
Online Grocery Retail
Private label

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10.1007/978-3-031-69192-8_14

Cite this

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title = "“Unless I See, I Do not Buy”: Display Share Impact on Private Label Online Sales",

abstract = "The work herein deals with the impact of display share as a driver for private label sales in the online grocery retail setting. Starting from the assumption, well established in literature on “bricks-and-mortar” grocery stores, that an increase in the assortment share drives to higher sales share, empirical analysis is provided to verify if the same effect applies for the online channel as well. Cross-sectional analysis based on secondary scanner data provided by Circana in Italy on 190 food and beverage categories confirms the existence of a direct and robust relationship between private label online assortment and its sales share. Additionally, this relationship is found to be positively influenced by the category assortment depth, a moderating factor that does not hold significance in the offline channel.",

keywords = "Display share, Interbrand competition, Online Grocery Retail, Private label, Display share, Interbrand competition, Online Grocery Retail, Private label",

author = "Edoardo Fornari and {Iuffmann Ghezzi}, Alessandro and Greta Siracusa",

year = "2024",

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booktitle = "Springer Proceedings in Business and Economics, Advances in National Brand and Private Label Marketing",

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“Unless I See, I Do not Buy”: Display Share Impact on Private Label Online Sales. / Fornari, Edoardo ; Iuffmann Ghezzi, Alessandro; Siracusa, Greta.
Springer Proceedings in Business and Economics, Advances in National Brand and Private Label Marketing. ed. / Juan Carlos Gázquez-Abad; Nicoletta Occhiocupo; Josè Luis Ruiz-Real. 2024. p. 133-139.

Research output: Chapter in Book/Report/Conference proceeding › Chapter

TY - CHAP

T1 - “Unless I See, I Do not Buy”: Display Share Impact on Private Label Online Sales

AU - Fornari, Edoardo

AU - Iuffmann Ghezzi, Alessandro

AU - Siracusa, Greta

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N2 - The work herein deals with the impact of display share as a driver for private label sales in the online grocery retail setting. Starting from the assumption, well established in literature on “bricks-and-mortar” grocery stores, that an increase in the assortment share drives to higher sales share, empirical analysis is provided to verify if the same effect applies for the online channel as well. Cross-sectional analysis based on secondary scanner data provided by Circana in Italy on 190 food and beverage categories confirms the existence of a direct and robust relationship between private label online assortment and its sales share. Additionally, this relationship is found to be positively influenced by the category assortment depth, a moderating factor that does not hold significance in the offline channel.

AB - The work herein deals with the impact of display share as a driver for private label sales in the online grocery retail setting. Starting from the assumption, well established in literature on “bricks-and-mortar” grocery stores, that an increase in the assortment share drives to higher sales share, empirical analysis is provided to verify if the same effect applies for the online channel as well. Cross-sectional analysis based on secondary scanner data provided by Circana in Italy on 190 food and beverage categories confirms the existence of a direct and robust relationship between private label online assortment and its sales share. Additionally, this relationship is found to be positively influenced by the category assortment depth, a moderating factor that does not hold significance in the offline channel.

KW - Display share

KW - Interbrand competition

KW - Online Grocery Retail

KW - Private label

KW - Display share

KW - Interbrand competition

KW - Online Grocery Retail

KW - Private label

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EP - 139

BT - Springer Proceedings in Business and Economics, Advances in National Brand and Private Label Marketing

A2 - Gázquez-Abad, Juan Carlos

A2 - Occhiocupo, Nicoletta

A2 - Ruiz-Real, Josè Luis

ER -

“Unless I See, I Do not Buy”: Display Share Impact on Private Label Online Sales

Abstract

Keywords

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