Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters

Meredith A Lawley; Dawn Birch; Lucy J Johnson

doi:10.1016/j.jretconser.2016.09.001

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Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters

Journal article

Open access

Peer reviewed

Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters

Meredith A Lawley, Dawn Birch and Lucy J Johnson

Journal of Retailing and Consumer Services, Vol.33, pp.194-201

2016

DOI: https://doi.org/10.1016/j.jretconser.2016.09.001

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Abstract

point of sale (POS)

seafood

consumer behaviour

retailing

In Australia, oysters are perceived as luxury products or are reserved for special occasions, making their consumption infrequent. Point of sale (POS) strategies can encourage consumers to increase purchase frequency. This paper reports the results of a field trial conducted for the Australian oyster industry to increase oyster purchase frequency. Five non-monetary POS strategies were trialled over 16 weeks in seven specialty seafood stores. While issues with store POS strategy compliance made evaluation difficult, sales increased by 15-20%; the most effective strategy was in-store sampling. Management and staff commitment to the POS campaign positively impacted results.

Details

Title: Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters
Authors: Meredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Dawn Birch (Author) - Bournemouth University, United Kingdom
Lucy J Johnson (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Publication details: Journal of Retailing and Consumer Services, Vol.33, pp.194-201
Publisher: Pergamon
Date published: 2016
DOI: 10.1016/j.jretconser.2016.09.001
ISSN: 0969-6989
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450804902621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Business