907 research outputs found

    The Effects of Personalized Recommendations with Popularity Information on Sales - A Field Study in Grocery Retailing

    Get PDF
    In consumer and information systems research, it remains unclear how consumers consider smartphone app recommendations in the course of their decision making process that leads to product choices in the physical store. Moreover, it is unclear which type of information smartphone apps should transport to consumers and if there are any customer segmentation criteria for smartphone app design. With respect to the theoretical and managerial importance of recommendation services in the form of smartphone apps we want to shed some light on this topic. Combining literature from the fields of IS and marketing research, we hypothesize that personalized recommendations via smartphone apps can help to boost sales in physical grocery stores. Furthermore, we hypothesize that additional popularity information (in the form of “stars”) does not amplify the positive effect of personalized recommendations. In addition, we assume that the effects of recommendation usage differ for men and women. We conducted a field study with a European grocery retailer to test our hypotheses. Finally, we discuss first implications as well as central limitations of our research and present the next research steps

    Content is King? The Effectiveness of Message Content, Personalization, and Location in Mobile In-Store Advertising

    Get PDF
    Smartphones have become a vital part of our lives, a personal assistant helping us as customers mastering everyday tasks. For example, the new stationary supermarket Amazon Go implements customers’ smartphones as an integral part for completing the grocery shopping process (e.g. used to check-in, for payment). As in-store communication over smartphones becomes increasingly important, retailers pay their attention to mobile in-store advertising, which offers them new perspectives to interact with customers at the point of sale. In this study, we therefore investigate the effectiveness of mobile in-store advertising by empirically examining which combination of message content is most effective for different in-store locations. Drawing on Construal Level Theory, we conduct an online choice experiment, using a simulated supermarket shopping task. Results show that personalization in combination with price promotions are most effective regarding the choice of the target product when spatially close to the product. Moreover, personalization strengthens the impact of ad content at the shelf, representing an amplifying effect on product choice

    Measuring the Impacts of Smart Retailing Technologies Pilot Implementation – Proposal Framework

    Get PDF
    Smart retailing technologies are transforming retailers’ operations, consumer shopping experiences, and perceptions about retailers. These technologies are becoming increasingly numerous and may have different interfaces and ways of implementation. Based on the literature review, this study develops a framework to measure the impacts of implementing non-store-based and store-based smart retailing technology pilot projects, with appropriate metrics based on brand leadership, market performance and word-of-mouth. The proposed method is based on a survey distributed to a sample of customers and control groups, using an experimental Latin square design that controls the effects of extraneous variables. With this methodology, different interfaces can be evaluated in the non-store-based pilot projects, and different locations in the store-based pilot projects implementation, controlling extraneous variables such as seasonality, customer profiles and store-specific characteristics. Finally, the academic and managerial contributions to retailers, consumers and technology companies are highlighted, as well as limitations and avenues for future research

    Optimizing omni-channel grocery shopping : marketing communications strategies for independent grocery retailers

    Get PDF
    This study tests which incentives or messaging (if any) motivates consumers to start online grocery shopping with independent grocery retailers by applying the diffusion theory. Online grocery shopping is important to study because it has not been adopted as quickly as shopping online for other goods; however, the practice is expected by industry professionals, researchers, and grocers to grow quickly. Independent grocery retailers need to be studied because they compete in a crowded marketplace of traditional and non-traditional grocers like Amazon, Whole Foods Market, Walmart, and more; however, often are left out of research. By marketing an omni-channel retail strategy that includes online shopping with smart messaging and incentives, it is predicted that independent grocery retailers can continue to be successful instead of becoming a relic. This study asks the research question: Which marketing messaging, incentives, or combination of messaging and incentives delivered through email have the greatest effect on consumers' decision to try online grocery shopping? This study answers this research question utilizing the diffusion theory through the testing of seven hypotheses. The testing consisted of an experiment using email marketing messages sent to an independent grocery retailer's customer email list. Following the completion of the email experiment, the participating customers received an additional email with a follow-up survey to further analyze the customers' attitudes towards online grocery shopping adoption. The expected outcome predicted that emails with a combination of positive marketing messages and incentives will have a greater effect on adoption than emails without these marketing communication tactics, and that the combination of online customer reviews and free online grocery shopping service incentive will have the greatest effect on adoption. Discovering which incentives and messaging are most successful in persuading consumers to try online grocery shopping is important to study because it can save grocers marketing time and money. This is especially true for independent grocery retailers who typically have less marketing resources in comparison to their larger counterparts.Includes bibliographical reference

    Successful Implementation of Grocery Store Loyalty Reward Programs

    Get PDF
    Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers use to successfully deliver consumer loyalty programs. The theory of planned behavior was used as the conceptual framework to guide the study. Semistructured interviews, guided by the theory of planned behavior, were conducted with 4 participants who had direct involvement with the delivery of the consumer loyalty program, in Ocala, Florida. Data were also gathered from loyalty program documents and from reviewing the grocery store chain website. Data were transcribed and coded via Yin\u27s 5 phases of analysis to identify themes. Mobile technology, consumer involvement, and lack of social media applications were the prominent themes that emerged during data analysis. The study findings are of interest to grocery store managers because they provide information for use in increasing store revenue, consumer satisfaction, and cost savings for grocery store chains implementing successful loyalty reward programs. Implications for positive social change include positive community initiatives and cause-related marketing campaigns

    Virtual store atmosphere in internet retailing: Measuring virtual retail store layout effects on consumer buying behaviour

    Get PDF
    This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The research presented in this dissertation is concerned with the effects of the "virtual store atmosphere" on consumer buying behaviour within the context of Internet retailing. More specifically, the focus of this research is to investigate whether the virtual store layout, as a major virtual store atmosphere determinant, affects consumer buying behaviour during shopping activity within a virtual grocery store over the Web. The present research is of a multidisciplinary nature and belongs to the field of Internet Retailing, in which there is not to date an exhaustive established theory available as the case is for conventional retailing. Therefore, the relevant literature covers the established theories in the areas of Marketing, Retailing and Consumer Behaviour along with current research in Internet retailing. Moreover, Human Computer Interaction (HCI) served as an important theoretical tool as far as Web site design principles and guidelines are concerned. The research hypotheses were mainly generated based on the conventional retail store layout literature review. They were tested through a laboratory experiment employing a causal research approach. To that end, a virtual retail laboratory store employing the three most common conventional retailing layouts (i.e., grid, freeform, and racetrack) was developed in three versions (i.e., one version per layout), following the concept and rules applied in each specific layout type. Therefore, the layout was the only manipulated variable (treatment), since all other potential influencing factors remained the same. The findings of the present study indicate that conventional retailing store layout theory is not applicable on its present form in the context of Internet retailing. Furthermore, the layout was found to affect consumer buying behaviour regarding "perceived usefulness towards searching for and buying shopping list products," "perceived ease of using the store," "perceived entertainment during shopping activity" and "time spent for shopping." However, it was found that the layout does not significantly affect "promotion effectiveness" and "impulse purchases." Based on the research findings, the "freegrid" layout (i.e., a new layout type) was introduced as an emerging layout for Internet retailing. The suggested layout contributes toward the Internet retailing theory development, as well as toward the provision of direct managerial implications. Finally, the present research provides several future research directions dealing with the virtual store atmosphere effects on consumer buying behaviour

    Impulse buying online: a visual, comparative enquiry into two mediums of grocery retailing

    Get PDF
    The purpose of our thesis has been to see how impulse buying could manifest itself online by comparing the offline and online mediums through visual enquiry, and build on the already extensive literature on offline impulse buying. The object oriented visual enquiry was used offline and online to observe grocery stores and their current and potential impulse buying stimuli. We gained an initial understanding of the differences between the offline and online mediums according to how they can manifest impulse buying stimuli. We do not believe that the offline impulse buying methods can be directly transferred to an online setting, due to differences in format. However, an online grocery shopping site can emphasize features connected to hedonism, interactivity and personalization to successfully induce impulse buying in the online mediu

    Hybrid jobs in the retail industry. Redesigning organizations, processes and work

    Get PDF
    Retail industry is changing, as a consequence of online competition, customers' behavior and technological advancements, and retail jobs are transforming as well, with a change of the skills required. The purpose of this thesis is to investigate how these jobs are changing and how they will likely become in some years
    • 

    corecore