Messages from the Oracle: Assessing the Impact of Major In-Town Shopping Centres

Planning policy aimed at preserving the viability of UK town centres halted the wave of out-of-town shopping centres – Schiller’s “third wave” of decentralisation. In consequence,  a number of major in-town shopping malls were developed in the UK. The first of these was the Oracle Centre in Reading. This paper examines the impact of the Oracle on retail activity in the town centre using land use data and the results of a retailer survey. The Oracle acted as a catalyst for change, accelerating trends already observed in the centre, shifting the prime pitch, weakening peripheral areas and increasing turnover rates. The added attraction of the town centre offset many of the trade diversion impacts. However, some adverse effects may have been masked by strong consumer spending and a vibrant local economy.In-town Shopping, Out-of-town Shopping, Retail, Shopping Malls, Retail Activity

Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information

Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel-shift patterns as an increase in “research online, purchase offline” behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data

Classification of Empirical Work on Sales Promotion: A Synthesis for Managerial Decision Making

Sales Promotion activities have gained strategic focus as markets are getting complex and competitive. Key managerial concerns in this area are budget allocation across elements of promotions as well as trade vis. consumer promotion, how to design individual sales promotion techniques and a calendar in face of competitive promotions, how to manage them and evaluate the short-term and long-term impact of the same. The objective of this paper is to present, through Meta-analysis, an overview of recent contributions appearing in scholastic journals relevant to the field of Sales Promotion, to classify them into different classificatory framework, report key findings, highlight the managerial implications and raise issues. The database used is the EBSCO host available on VSLLAN (Library)- Indian Institute of Management Ahmedabad). The selection procedure consisted of peer-reviewed scholarly contributions for recent five year period. Out of more than 700 articles 64 article were selected which were analyzed for classifying them into • Perspective addressed: Manufacturer, retailer or consumer. • Market [country where the research was undertaken] • Type of promotion activity addressed - coupon, contest, price cut etc. • Management function addressed: planning, implementation, control [evaluation] • It was found that majority of the articles addressed manufacturers perspectives ; almost all studies were done in developed countries ; coupon as a consumer promotion tool was widely researched; and more than half of the articles were addressing planning related issues. Finally attempt has been made to synthesize managerial implications of the studies under broad topic areas for guidelines for managers.

Data Analytics Application in Fashion Retail SMEs (A Case Study in Caracas Fashion Store)

Data analytics plays a paramount role in maximizing productivity and profitability for businesses by deriving insights from pre-existing data to predict market trends and client habits to make better business decisions. In accordance with Industrial Revolution 4.0, most SMEs have begun to implement an e-commerce business model, thus, customer data is generated at an exponential rate, allowing SMEs to further develop their services for greater user satisfaction. However, the abundance of unsorted and ambiguous data leads to issues such as server overload and inefficient customer sales cycle tracking. This paper will explain the application of data analytics techniques and architectures to overcome these issues in a fashion retail SME, as well as the benefits and drawbacks of these solutions

A Hidden Markov Model For Conversion Rate Dynamics In Online Retail

In this study, we use a proprietary data set from an online marketplace to study the conversion rate dynamics in online retail. We examine how seller-level covariates, such as online sellers’ pricing and product strategies, service responsiveness, and other attributes, affect conversion rates. Specifically, we address the following research questions: (i) How do sellers’ covariates affect their conversion rates? (ii) Is the relationship between the conversion rate and sellers’ covariates state dependent? (iii) If the relationship is state dependent, what are the factors that determine the states and the state transitions? The estimation results indicate that there are two states that affect conversion rate dynamics. The relationship between the conversion rate and the sellers’ covariates is state dependent, that is, given the different states of sellers, the effects of the sellers’ covariates on their conversion rates are different. We also estimate the thresholds between states

From search engine optimisation to search engine marketing management: development of a new area for information systems research

Search Engine Optimisation was a term used by web developers in the late 90s to highlight the importance of increasing a website’s position in search engines’ results. Further development of the Internet in terms of the diversity of its users and uses such as e-commerce, blogging and wikis have highlighted the need for technical staff to work more closely with marketing professionals resulting in a new area of work – Search Engine Marketing Management. The paper highlights the emerging role of Search Engine Marketing Management as a new and increasingly important area for future information systems researchers and research. Reaching beyond the 'simple' undifferentiated goal of increasing visitors to a website, a mature perspective of marketing is developing - that of realising strategic marketing objectives. The practical contribution of this paper is found in the development of awareness among management roles of the importance and nuances of search engines and the tactics required to harness the benefits of multiple online communication channels within organisational marketing strategy