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

Nature of behaviours that challenge in residents living in aged care homes: implications for psychosocial interventions and service development

Background/Aims: Competing theories exist regarding the causes and nature of behaviours that challenge (BC). The present study attempted to provide better insight into these behaviours and determine whether there were any underlying relationships for people living in care homes with and without dementia. Methods: Cross sectional data for 2185 residents living in 63 UK care homes using the Challenging Behaviour Scale were collected. The incidence (i.e. presence/absence) of 25 commonly reported behaviours that challenge staff were determined using dichotomous scoring. Cluster analysis and Mokken scaling were used to examine underlying relationships. Mokken is a method of analysing data to determine whether there is a ‘latent’ structure within a data set. Results: The prevalence of reported BC was 87.5%. Cluster analysis revealed three main clusters: apathy, agitation with internal focus, agitation with active external focus. For seven of the 25 items a hierarchical model emerged, where behaviours at the bottom of the hierarchy tended to occur in the presence of those higher up. Behaviours at the bottom of the hierarchy (dangerous behaviour) were less frequently observed than the items at the top (lack of self-care, verbal aggression). Conclusion: Some common BC may occur in groups and themed clusters. This study has shown that a hierarchical structure of BC in residents may be present. The findings testify to the complexity in the aetiology and treatment of BC and hence the need for focussed high intensity bio-psychosocial interventions to be targeted towards those with high levels of ‘unmet need’. Implications for future research and practice are discussed

Town centre experiences in digitally enhanced places

Town centre experiences in digitally enhanced place

The role of digital in the town centre experience

To date, omnichannel activity is studied between consumers and an individual retail brand or within a single retail setting, whereas consumer search activity and customer shopping journeys regularly involve multiple brands and multiple channels, both offline or online. This is particularly important for consumer choice consideration of a retail channel and shopping location. Town centres have been impacted visibly by the growth of online shopping resulting in reduced footfall and store vacancies. However, scope exists for an integrated digital high street to deliver an enhanced, seamless customer experience. While individual brands and major retail organizations are developing their digital capabilities, similar evidence is scarce for retail agglomerations and town centres. This paper seeks to explore the role of digital in the town centre customer experience. Specifically, the research examines consumers’ attitudes and behaviours regarding the use of digital in town centre journeys. To achieve this objective, a multi-method research approach involving focus groups, diaries and telephone interviews is developed to capture in-depth understanding of the factors that encourage or disrupt consumer town centre experiences. The research draws from a combined sample of 234 respondents. The empirical findings reveal respondents use digital channels for various purposes before, during and after their town centre visits. However, consumers’ restricted access to dynamic information limits the scope, enjoyment and quality of their town centre experience. The lack of free and consistent Wi-Fi in town centres is but one barrier to successful multichannel experiences, resulting in a fragmented physical and virtual customer experience

Cyber retailing in the UK: the potential of the internet as a retail channel

A myriad opinions has been propounded to explain how “cyberspace” can be exploited by commercial organisations. For the most part they are speculative, visionary or promotional. This work seeks to redress the balance by focusing on the utilisation of the Internet within the UK retail sector and examining its potential as a new retail channel. The paper presents an exploratory study using qualitative and quantitative methods: an online survey of retail Web activities followed by in-depth interviews. This approach provides a framework of current retail usage of the Internet and explores retailers’ perceptions of the inhibitors and facilitators to its development. It concludes with an emerging model that explains why current levels of retailing on the Internet are low and provides guidance for retailers wishing to increase their level of Internet activity

Augmented Reality In-Store Design Guidelines for Different Retail Levels

Design guidelines for creating Augmented Reality experiences for In-Store Retail Levels, focusing on fashion.</p

An investigation of the factors affecting the adoption of e-commerce amongst UK-based retailers

A multitude of opinions has been propounded to explain how the Internet can be exploited by commercial organisations. For the most part they are speculative, visionary or promotional. This work seeks to redress the balance by reporting on an empirical research project that has recently been conducted into the adoption of the Internet within the UK retail sector. More specifically, the research presented in this paper reports on the application of multi-variate statistical techniques to a large set of questionnaire responses, with a view to critically evaluating the factors that affect the adoption of the Internet. It has been shown that certain factors are far more significant than others, in influencing the adoption decision. In particular, it has been demonstrated that operating in an appropriate market sector and having a positive view of the viability of the Internet are of particular significance. Furthermore, the importance of developing a coherent and integrated Internet strategy, the need for senior management commitment, and the presence of an appropriate infrastructure and development capability are also highlighted. In conclusion, the paper summarises the implications of these findings for the development of retail strategy

The implications of cross-channels customer experience on UK town centres

The implications of cross-channels customer experience on UK town centre

Implementing e-learning and e-tools for care home staff supporting residents with dementia and challenging behaviour: A process evaluation of the ResCare study using normalisation process theory

© The Author(s) 2018. Dementia-related symptoms, sometimes termed challenging or distressing behaviour, can give rise to significant distress in care homes. Individualised formulation-led interventions show promise in reducing these behaviours. ResCare, a cluster randomised controlled trial in England, tested an online individualised intervention, comprising e-learning and decision support e-tools, designed to enable staff to better support residents with such symptoms. Normalisation process theory was used to understand the implementation processes. We analysed contextual process data for all 27 ‘intervention’ care homes and identified three implementation mechanisms. These were examined for four illustrative case study homes. Seven qualitative interviews with care home staff and one interview with two research therapists informed this understanding. The main barrier to implementation was difficulty in conveying a sustained understanding of the value of individually tailored interventions. Emphasis was placed on training rather than practice change. Implementation seemed easier in smaller homes and in those with flexible managerial styles where transfer of knowledge and skill might have been easier to achieve. Take up of e-learning and e-tools proved hard. There may be a need to continually promote ‘buy-in’ of the potential benefits of individualised formulation-led interventions, and this would have to be congruent with other priorities. Interventions within care homes need to consider organisational readiness, capacity for innovation and ongoing appraisal and adjustment to maintain changes in practice

The customer experience of town centres

The UK’s shoppers have not yet deserted their local High Street. But once consumers no longer achieve what they want in town centre visits, its oft-predicted death is liable to become a self-fulfilling prophecy. The High Street is likely to survive only for as long as consumers enjoy the town centre customer experience. This is the stark message that emerges from our research. The growth of out-of-town stores, the convenience of supermarkets and the rise of online retailing have not yet delivered a fatal blow to the town centre, but the window of opportunity to ensure that most people still continue to shop in the heart of their own communities is becoming smaller. By tracking shoppers over a period of time, thus producing a uniquely detailed picture of consumer behaviour, we have shown that the town centre is still the UK’s favourite shopping destination. In other words, despite mounting competition, the High Street retains our patronage. This in itself is hugely significant, but it is no cue for complacency – quite the opposite. It is a cue for action. The fact remains that the town centre is only just ahead of the supermarkets as the closest competitor, while online retailing, although attracting fewer visits, already generates more spending. The competition is intensifying and it will only increase with advances in mobile technology. Crucially, our study provides a comprehensive analysis of how and why consumers use the town centre. For the first time we have been able to break down the consumer “journey” to identify town centre “touch points”; the key moments of interaction with the retail environment, to develop a much more precise and nuanced understanding of what makes people come back, what compels them to go elsewhere, what they value and what they dislike. This unprecedented insight into the customer experience, drawn from both quantitative and qualitative data, highlights the enormous challenges and opportunities that now confront town centres. Perhaps most importantly, it offers empirical proof that it is the town centre customer experience, above all, that translates into greater consumer spend. Consequently, we argue that it is by developing the fullest possible understanding of the customer experience and using it to attract customers to visit and return, that our town centres are most likely to survive. Ultimately, although they may be acutely aware of its failings, UK consumers still want their town centres to work. This study explains how and why the customer experience is key to granting them their wish. We hope our findings and recommendations will help to make the necessary transformation possible