Evolving perceptions of assortments, image and customer experiences in retail environments

Consumers perceptions of retail stores, the assortment of products and the locations in which they are situated, all influence consumers decisions about where, when and how to shop. In the highly competitive arena of retailing, this knowledge greatly affects retailer performance and marketing strategy. Despite this strategic importance, the literature lacks empirical research into the assortment of categories offered in retail stores and their influence on store image. Moreover, image conceptualisation for different retail contexts is fragmented and the consumer image perceptions of categories are unexplored. Recent attention has shifted to customer experience research, yet this literature refers to the consumers interaction with one retailer, when consumer shopping journeys may include many retail interactions. The research presented in this thesis addresses the above gaps, contributing to theory and knowledge in the area of retail marketing. The thesis comprises eight papers published over a 17-year period. It examines the perceptions and roles of retail assortments; category perceptions and management in retail stores; customer perceptions of image and experiences of town centres. The thesis draws from a range of empirical studies documented within the eight papers. These include: a comparative study of ten major retailers assortment strategies; a survey of 504 consumers perceptions of supermarket assortments; a qualitative study involving six national focus groups of apparel consumers; and a survey of 536 consumers across five regional city centres. The studies are informed by two literature reviews documenting retail assortment research and town centre research. Collectively, the thesis delivers a significant research contribution to knowledge and theory. The first four thesis papers clarify the strategic relationships between retail assortment and image. The following two papers identify new perspectives of image congruence and relationships between category and store image. The final two papers consolidate all previous contexts in a multi-faceted retail image construct, emphasising the previously neglected psychological image elements. Fundamentally, consumers experiences in town centre retail environments contribute to the ongoing process of holistic image creation. The findings demonstrate that as retail environments change, consumers perceptions are also evolving from a functional, static image perspective to a dynamic, experience driven concept. The research commentary concludes by outlining future research agenda

The optimal omnichannel strategy for SMEs apparel retailers

The omnichannel transition took mainly place in big companies within the apparel retailing while in SMEs it was usually performed far less. Multichannel presents a structure of independent different channels, whereas a full channel integration is reached within an omnichannel strategy, which can deliver a seamless customer experience in all touchpoints. Nowadays, customers are more independent than ever, thus the drivers of purchase have changed. Considering this tendency, current academic research about this topic, with the concern of its implementation in smaller apparel retailers, is limited. The thesis aims to analyze the current condition of channel strategies in the apparel retailing, mostly in Italy and Portugal, to build an implementation process for an omnichannel shift for multichannel apparel of SME’s retailers, as well as its main characteristics. Therefore, qualitative research was conducted through the analysis of 14 semi-structured interviews with four different categories in the apparel industry. The findings show that small apparel retailers have not developed this strategy yet because of the fear of uncertainty, lack of consumer knowledge, inefficient warehouse and inventory management, and basic knowledge concerning the topic. Hence, it was concluded that omnichannel is a customer-oriented strategy in which elements of the marketing mix need to be aligned to guarantee a unified offer regarding communication and availability. This is reachable only through a cloud-based operation system and logistic partnerships. Lastly, SMEs can pursue this transformation by following a seven-step approach that requires long term vision and investments in digitalization.A transacção para estratégias omnicanalizadas deu-se maioritariamente em grandes empresas de retalho de moda, enquanto que a sua performance em PMEs é baixa. As estratégias multicanalizadas estruturam-se em diferentes canais independentes, enquanto a integração total está contida na estratégia omnicanalizada, podendo oferecer uma experiência de cliente perfeita em todos os pontos de contacto. O consumidor de hoje está o mais independente, tendo assim o comportamento de compra mudado. Considerando esta tendência, a investigação no tópico referente à sua implementação em retalhistas de moda mais pequenos é limitada. A presente dissertação tem como objectivo a análise das condições atuais em estratégias no retalho de moda maioritariamente em Itália e Portugal, por forma a construir um processo de implementação de estratégias omnicanal para PMEs multicanalizadas e das respectivas principais características. Como tal, a investigação qualitativa consistiu na análise de 14 entrevistas semi-estruturadas com quatro categorias nesta indústria. Os resultados mostram que os pequenos retalhistas de moda ainda não desenvolveram tal estratégia dada a aversão à incerteza, falta de conhecimento sobre o consumidor, gestão de armazém e inventário ineficientes e conhecimento básico sobre tópico. Consequentemente, concluiu-se que a omnicanalidade é uma estratégia orientada para o cliente, na qual os elementos do marketing mix precisam estar alinhados para garantir uma comunicação e disponibilidade unificadas da oferta. Isto é alcançável por meio de sistemas operacionais cloud-based e de parcerias logísticas. Por fim, as PMEs podem procurar alcançar esta transformação seguindo uma abordagem de sete passos, que requer visão a longo prazo e investimentos em digitalização

A critical analysis of the relationship between business information system technology and supply chain management with special reference to optimum efficiency within large enterprises in the food and drug retail sector in KwaZulu-Natal.

Masters Degree. University of KwaZulu-Natal, Pietermaritzburg.The purpose of this research is to explore the relationship between supply chain management and business information system technology within the food and drug retail sector with special reference to optimum efficiency. Business information system technology leverages information and knowledge sharing throughout the supply chain which enables them to respond more effectively to an ever-changing and volatile marketplace. The relationship between supply chain management and business information system technology is multi-faceted and complex in nature, and consequently, has the ability to penetrate every element of an organisation’s functionality. Furthermore, it has the ability to penetrate the functionality of an entire chain or network of suppliers and markets irrespective of their position around the globe. Supply Chain management literature teaches that optimisation within functional areas is not as effective as cross-optimisation across functions and supply chain networks. As supply chains rely on business information technology for crossoptimisation, optimum efficiency will always be a moving target for as long as business technology and supply chain management continue to break through new ground. In this research large food and drug supply chain networks and their business information system requirements, trends, influence, effect and constraints were reviewed, with special reference to creating optimum efficiency in their supply chain networks. This research was motivated by discussions with Pick ‘n Pay’s business information system’s service provider and their desire to optimise Pick ‘n Pay’s supply chain network efficiency in a highly price-competitive environment, resulting in an in-depth case study being carried out on Pick ‘n Pay (Pty) Ltd stores in KwaZulu-Natal. The review of literature suggests that cross-optimisation is only mutually beneficial within trust relationships that exhibit seamless flows of information throughout a supply chain. Data suggests that despite Pick ‘n Pay’s use of advanced business information system technology, Pick ‘n Pay together with the food and drug retail stores in South Africa have a long way to go on this issue

The disruption of a ditigal transformation in the in-store experience of a traditional grocery store

Treballs Finals del Grau de d'Administració i Direcció d'Empreses, Facultat d'Economia i Empresa, Universitat de Barcelona, Curs: 2020-2021, Tutor: Montserrat Termes I RiféThere is a clear evidence about the fact that food and grocery markets are one of the potential industries witnessing a significant demand worldwide. Focusing on the Spanish Grocery landscape, Mercadona’s business model has transformed the company into the most popular supermarket chain in Europe and it is being ranked as one of the world’s leadings brands. Nevertheless, specific questions have been raised about how those potential industries are currently managing their economic power and success. In the recent decade we recognize the rapid development of innovative technologies and the successful implementation of the different digitalization process and automatization systems in numerous industries; nevertheless, what is less clear is how much grocery store and convenience retail shops are properly investing on the most recent trends and if they are completely opened to challenge themselves with the new area of a technological transformation

Digital marketing in retail : what are the benefits a Swiss premium department store could reap when adapting to the changing environment of digitization? A maturity model

The force of digitization has empowered customers with an omni-present access to a worldwide bazar of products and information. This shift has compelled traditional retailers to expand their channels and touchpoints to wherever the customer wishes to be served. The new scattered landscape of touchpoints and the rapid development of increasingly sophisticated technology have confronted marketers with new challenges and opportunities alike. Meanwhile, Swiss premium department stores, are still considered ‘nondigital’. This thesis addressed their need for both an analysis of digital marketing tools and a guideline for its implementation. Therefore, the aim of this Bachelor’s thesis was to outline the benefits of a digital marketing transformation and to offer a new customercentric digital marketing maturity model tailored to Swiss Premium Department Stores. The research therefore focused on determining maturity stages and goals through an analysis of current marketing-, retail- and customer trends. Furthermore, digital marketing tools have been evaluated based on their benefits and were aligned to the corresponding stages. The findings show that a digital transformation is a rapidly evolving process retailers essentially need to keep up with. The thesis suggests three key milestones of a digital transformation to build an essential basis for the implementation of future technology: Mobile, big data and RFID. The major benefits of a digital transformation result from the increased connectivity of the customer that allows real-time interaction throughout the entire shopping journey. With new technological solutions, such as beacon technology, marketers are able to identify a customer before entering a store. Another major benefit, presents the increased on- and offline convergence, especially through interactive shopping tools such augmented reality. Both of the mentioned technologies benefit from big data, which allows to use a unified customer view to apply personalization as a powerful tool for almost any marketing appliance. Another significant finding is the extension of existing maturity models from a current final maturity stage of ‘omni-channel’ to ‘No- Line retail’. No-Line refers to collaboration with suppliers and competitors to jointly promote a shopping area. The digital marketing maturity model has been tested at the example of Magazine zum Globus AG. Testing the model has proved its applicability. Nevertheless, it is not universally valid. The model is tailored to Swiss Premium Department stores. Further research should focus on the possible synergies that can be generated within the retailing sector through emerging trends, such as smart-cities, to enhance ‘No-Line’ retail

Zara and Benetton: Comparison of two business models

The project analizes and compares two very important and diferent business models in fast fashion industry: Zara y Benetton models. Their models are so diferent but have been a great success, due to their capacity to respond quickly to demand of the market, then due to their flexibility. In this regard, the project also demonstrates how information sharing have a big role to the success of a company. It improves the efficiency of a company and helps to achieve the customer satisfaction . To achieve a good sharing information, it' s important a good and strenght relationship between manufacturer and retailer

オムニチャネル小売業におけるファッション商品の品切れに対する対応のモデル化分析

筑波大学 (University of Tsukuba)201

The marketing of greeting carda with special reference to independent retailers

Thesis (M.B.A.)--Boston Universit

Commerce and new technologies

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs acadèmic: 2016/2017The commercial distribution sector has experienced in recent decades a strong transformation, especially because of two factors. On the one hand, large companies have developed dynamic growth strategies that have led to major changes within the sector, and on the other hand, the change in social demands provoked, to a greater extent, by the economic crisis in Spain and also worldwide. For all of this, the retail trade is looking for new ways of developing competitive advantages, for which the incorporation of innovations can contribute in a very positive way. At present it is very important that businesses innovate for their continuity and for the success of their business. Therefore, the objective of this work is to analyze the innovation that is taking place in the retail sector, illustrating this innovation with examples of real companies. An attempt will be made to assess whether such innovations have contributed to improved corporate performance and whether this has been a key element in addressing the crisis and reviving consumption. Another key objective is to know in depth the ICTs, their rapid evolution, their characteristics, functions and applications by the retailers. Learning how these retailers have adapted to these new technologies and how they have affected consumer demand. In terms of methodology, this final work is based on both academic and nonacademic sources. Journalistic reports, reports from companies dedicated to monitoring progress in this field, reports from government institutions and final papers from Spanish universities have been used in the academic sources. On the other hand, it emphasizes the respect to the information obtained from non-academic sources, specialized web pages, expert blogs and reports related to the research topic. This work has been structured into three main sections: In the first place the trade will be analyzed, how it is defined and what has been its evolution from its appearance. It will distinguish between a more general evolution based on data from Europe and between a more specific evolution with data from Spain. We will also see how different commercial formats have appeared. Secondly we will see, in a less extensive form than in the first section, the different definitions that are given to new technologies and various data of the evolution of the same. In the third section we will link the two analyzed terms: trade and new technologies. We will see what technologies have been appearing over the years and the applications that retailers give them for their business. Business cases and real statistics will be discussed. Finally, as a complement to the three previous sections, we will collect the most relevant conclusions that emerge from the work done