Competing for attention with in-store promotions

•Our study examines whether end-of-aisle promotions compete with in-store demonstrations.•The best way to attract attention to the end-of-aisle is to not have anything near it.•If a in-store demonstration is required, make it complimentary to the end-of-aisle promotion.•To maximise the return on in-store promotional activities, suppliers and supermarkets must work together.

Supermarkets typically have an in-store demonstration located near the promotional end-of-aisle (or end-cap) area due to space requirements. Using a field experiment, we examine whether the occurrence of these in-store promotions competing for attention and engagement can disrupt each other, using binary logistic regression to analyse shopper behaviour. Results show the best way to attract attention to the end-of-aisle is not to have an in-store demonstration near it, or if required, a complementary product to the end-of-aisle should be used. Inferences based upon shopper characteristics are also given, providing important nuances in the attention to, and engagement with, in-store promotions.