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This study focuses on memorable customer shopping experience design in the sporting goods retail setting. It aims to identify the phygital customers' needs and expectations that are satisfied through in-store technologies and to detect the in-store strategies that use these technologies to make the store attractive and experiential.

This exploratory study adopted a qualitative research methodology, specifically a multiple-case study, by performing semi-structured interviews with sporting goods store managers.

Sporting goods retailers use various in-store technologies to create a phygital customer shopping experience, including devices, mobile apps, wireless communication technologies, in-store activations, support devices, intelligent stations, and sensors. To improve the phygital customer journey and the phygital shopping experience, retailers meet customers' needs for utilitarian, hedonic, social, and playfulness experiences. Purely physical or digital strategies, as well as phygital strategies, are identified. This research also proposes a model of in-store phygital customer shopping experience design for sporting goods retailers.

Sporting goods managers can invest in multiple technologies by designing a physical environment according to the customers' needs for utilitarian, hedonic, social, and playful experiences. In addition, they can improve the phygital customer shopping experience with specific push strategies that increase customer engagement and, in turn, brand and store loyalty.

This study highlights how the phygital customer experiential journey can be created through new technologies and improved with specific reference to the sporting goods stores.

Despite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).

The authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.

The authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.

This study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.

Insights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.

The results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.

The tendency shows that more customers will bring and use their mobile devices in-store. This study proposes a further analysis of the complementary role of the mobile device in an in-store purchase providing a characterisation of those customers and analyses their usage preferences and behaviour intentions, presenting new insights concerning gender and generation preferences.

Quantitative research with customers of electronic stores was conducted based on a questionnaire applied at the store’s exit. To assess the differences between genders and among generations were used the parametric T-Test and one-way ANOVA.

The results demonstrate divergencies between generations when using mobile devices. In addition, they indicate that males have more intention to manage shopping tasks efficiently and consequently are less affected by in-store marketing stimuli and less predisposed to impulse purchases.

Although real customers participated, a convenience sample was used. The results should be compared with research on other retailer types. The customer shopping motivations and the types of mobile device usage should be further investigated since they can change the experience and the retailer’s outcomes.

Contributing to related specific research areas such as shopping behaviour and technology in retail settings by showing the usage preferences, the study also provides information for retailers, especially those needing to approach the Gen Z customers, improving the development of strategies.

This research explores further the complementary role of the mobile device in an in-store purchase. By conducting the study in a new setting, it brings new insight into a less explored, yet important sector.

Retailers can use their mobile app to send location-based advertisements to consumers in the store. Goal congruence is an important driver for this type of ad's effectiveness. However, evidence of goal congruence influence on positive and negative outcomes and, in turn, on product purchase intention, is lacking. Research also leaves out the moderating effect of shopping motivation and price promotion level. The paper tests the impact of goal congruence on purchase intention through attitude to the ad and its intrusiveness, as well as the moderating effect of shopping motivation and price promotion.

Two online experiments are conducted to investigate these effects. The first experiment investigates the influence of goal congruence (i.e. low vs high) and the moderating effect of shopping motivation (i.e. utilitarian vs hedonic) on attitudes to the ad, level of perceived intrusiveness and, ultimately, purchase intention. The second experiment introduces the moderating effect of price promotion.

Goal congruence has a positive effect on attitude to the ad but no impact on intrusiveness. Goal congruence and shopping motivation further have a significant effect on attitude to the ad, as well as on purchase intention. Finally, no interaction effect of price promotion level is found.

This study tests the effect of goal congruence for in-store mobile apps on attitude towards the ads and intrusiveness and ultimately purchase intention. It further tests the moderating effect of shopping motivation (i.e. utilitarian vs hedonic) and price promotion level on these relationships.

Businesses are increasingly striving to become sustainable in terms of economic, environmental and social aspects. However, in the fresh food retail supply chains (SCs), achieving environmental objectives can be challenging because of the unique characteristics of products such as perishability, bulkiness, short product lifecycle and the requirement for cold chain infrastructure. The retail industry is the face of a SC. Therefore, its role in achieving sustainable objectives is pivotal. This study examines the effect of green in-store operations on sustainability performance indicators of fresh food retail and examines the moderating role of organization size in this context.

Data are collected through surveys using self-administered questionnaires from 70 retail stores with 188 completed responses. Data are analyzed using structural equation modeling.

Results show a positive relationship between green in-store operation with environmental social and economic performance. Furthermore, these relationships are moderated by the organization size such that the positive green in-store operation and performance relationships are stronger in the case of environmental and social performance only and for larger retail stores. No moderation is seen for economic performance.

The study broadens the understanding of green SC management’s effect on sustainability performance in the retail industry. It shows how the positive implications of a green SC are contingent on organization size and have prominence for environmental and social performance.

Although buy-online-and-pick-up-in-store (BOPS) has been widely implemented by companies, scant attention has been paid to its effect on consumer experience and the concomitant outcomes. Using the psychological ownership theory, this study aims to examine whether and how the BOPS experience (vs online experience) can enhance consumer loyalty.

Study 1 investigated the consumer loyalty of shopping experience (self-pickup vs delivery) on actual consumer behavior through secondary data. Studies 2, 3 and 4 were controlled experiments to further investigate the mediating effect of product psychological ownership, and the moderating effects of product type and postdecision experience valence.

The authors found that BOPS shopping led to higher consumer loyalty (i.e. repeat purchase and repeat purchase frequency) compared with online shopping. Furthermore, the authors examined that this effect was mediated by product psychological ownership and moderated by product type and postdecision experience valence.

Theoretical speculations about how BOPS shopping affects consumer experience should be probed in future research.

Retailers with physical stores can offer in-store pickup options for their online consumers to increase their product psychological ownership and consumer loyalty. And the positive effects of the BOPS strategy relied on product type and postdecision experience valence.

This research offers theoretical contributions to research on the BOPS strategy, psychological ownership theory and consumer loyalty.

This paper aims to study how retailers moving from a multi- (in-store and online) to a single- (online) channel impacts consumers’ retailer and channel choices.

The authors conduct two scenario-based experimental studies to examine consumers’ in-store and online channel shopping preferences and behavioural intentions (i.e. channel and retailer choices) when their preferred focal retailer’s physical store closes.

The findings show that when a focal retailer removes its physical store location, consumers with a strong preference for shopping online have a greater likelihood of shopping online. Their loyalty towards the retailer explains this relationship but is conditional on low levels of reactance. When reactance is high, consumers with a strong preference for shopping online are more likely to switch to a competitor.

This research paper bridges the intersection between B2B and B2C literature to understand how retailers’ channel-related supply chain decisions affect downstream consumer shopping behaviour.

Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested.

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.

The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

The study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance, on their confusion and consequent shopping avoidance behavior.

A research model of fast fashion consumers' confusion and store avoidance behavior is proposed using the Stimulus–Organism–Response framework. A pretest and the main online survey with 281 samples are analyzed, and the structural equation modeling (SEM) is conducted to test the proposed model.

The SEM results support the proposed paths statistically. Consumers' confusion, measured with the two dimensions, inefficiency and helplessness, is significantly influenced by their perceived product overload and negative perception of store ambiance in the fast fashion shopping environment. Subsequently, fast fashion consumers' confusion results in less time spent in the store.

The study sheds light on utilitarian shopping value in the fast fashion shopping environment by focusing on the fast fashion consumers' confusion in association with overloaded information caused by too many products and store ambiance.

The study implies that improving fast fashion stores' inherent issues with too many products and store ambiance might help consumers mitigate their confusion and prevent customer attrition. However, the study includes only two factors. Future studies may include other various fast fashion store factors. Additionally, one of the dimensions of confusion, irritation, did not emerge in this study. More work is needed to investigate fast fashion consumers' confusion, such as using a multigroup analysis by age.

Building on stimulus organism response theory, the current study examines the influence of pickup service quality of buy online, pickup in-store (BOPIS) service on the BOPIS users' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the proposed relationships against boundary conditions, product categories and gender.

The research is descriptive, quantitative and cross-sectional investigation. It was conducted using data collected from 401 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi-group analysis (PLS-MGA).

The results indicate that pickup service quality in BOPIS positively impacts all the dimensions of relationship quality of the BOPIS users. Satisfaction and commitment directly affect CCB. However, trust impacts CCB indirectly through commitment. The moderating effect of the product category purchased and gender on specified relationships was tested. Results revealed the impact of pickup service quality on BOPIS users' trust and commitment differed across product categories. More impact was seen among users who purchased shopping and specialty goods. The study also found that trust-driven citizenship behavior was seen more among female BOPIS users when compared to males.

The study is carried out on the Indian population, where omnichannel retailing is still nascent.

This study addresses the gap to investigate the value co-creation behavior (CCB) in the omnichannel retail context among BOPIS users. This study is the first to show that in-store pickup service quality in BOPIS might affect customer citizenship behavior through relationship quality dimensions, assessed against boundary conditions such as the product category and BOPIS user gender.