Success Factors of Shop-in-Shop—An Empirical Analysis at the Example of a Domestic Appliances Manufacturer

Marc. M. Kuhn, Katharina Beine
(Baden-Wuerttemberg Cooperative State University Stuttgart, Germany)

Abstract: Distinct positioning in a saturated market requires both, attractiveness for targeted customers and differentiation from competitors (Schmitz, 2009; Trommsdorff, 2009). Due to ever more perceived product homogeneity sole product differentiation does not suffice nowadays (Diehl, 2004; Schmitz, 2009; Maloney, 2007). Brand manufacturers additionally invest in brand-building distribution instruments such as shop-in-shop (Görg, 2010; Esch, 2005a). The rising costs for such concepts require the identification of specific factors ensuring economic success. The purpose of this paper is to define theoretical success factors of SiS and a research design which allows a feasible and qualitative empirical analysis of such factors. Having applied this research design for one selected domestic appliances manufacturer, this paper will present essential results.

Key words: shop-in-shop; retail; success factors; purchase intercept technique

JEL code: M31