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1 – 10 of 356Angelo Bonfanti, Vania Vigolo, Virginia Vannucci and Federico Brunetti
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…
Abstract
Purpose
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.
Design/methodology/approach
This exploratory study adopted a qualitative research methodology, specifically a multiple-case study, by performing semi-structured interviews with sporting goods store managers.
Findings
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.
Practical implications
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.
Originality/value
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.
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Francesca De Canio, Elisa Martinelli and Emiro Endrighi
Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when…
Abstract
Purpose
Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when consumers go shopping. This paper analyses how environmental concern moderates the role played by external factors – preference towards sustainable retailers and trust in sustainable producers – in determining consumer purchase intentions for sustainable packaged foods. Consumer involvement in eco-friendly labels, increasingly present in food packages, is investigated as indirectly impacting pro-environmental purchase intentions.
Design/methodology/approach
An online survey administered to a sample of Italian food shoppers is used for the empirical analysis. A total of 278 structured questionnaires were modelled using a structural equation modelling approach.
Findings
Findings show that producers and retailers' policies in favour of sustainability are key in determining consumers' sustainable purchase intentions. Further, coherent uses of labels and logos in light of sustainability can support consumer purchase decisions. Relevant is the influence played by the environmental concern in both supporting pro-environmental purchase intentions and in amplifying the trust in sustainable producers-purchase intentions path.
Originality/value
This study contributes to the literature on sustainability showing how producers and retailers may together influence consumers' pro-environmental purchase intentions. Findings extend the retail literature on the impact of producers and retailers' policies on consumers' sustainable purchases. Further, environmental concern is investigated in its moderating role on the impact of external factors on consumers' pro-environmental purchase intentions.
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Ángel López-Jáuregui, Mercedes Martos-Partal and Jose María Labeaga
This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium…
Abstract
Purpose
This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium enterprises (SMEs).
Design/methodology/approach
The data are based on 475 telephone surveys conducted among Spanish hairdressers. The authors have used ordinary least squares to estimate the empirical model.
Findings
Pricing, services and communication (Web page and in-store communication) are the main drivers of customer loyalty. SMEs have to be cautious with the use of social networks to avoid damaging loyalty. In addition, those positioned at high-price segments should pay more attention to communication on the Web, and all companies should find a balance between in-store communication and the sale of products for use at home.
Research limitations/implications
Further research should try to replicate the findings with data from consumers and firms.
Practical implications
Service managers need to understand the optimal strategy to succeed in the market. The key insights of this study could also apply to other sectors, such as health, personal care and wellness services.
Originality/value
Previous research focussed mainly on large companies, while the role of loyalty in the success of SMEs has been poorly studied, with focus only on the antecedents and the measurement of loyalty. This study contributes to the previous research by analysing the effect of the strategy (price, range of services, communication, size and location) in the achievement of loyalty in SMEs.
Objetivos
Este trabajo propone un marco teórico y aporta evidencia empírica sobre las estrategias de marketing más exitosas en la consecución de lealtad comportamental en PYMEs.
Metodología
Se ha realizado una encuesta telefónica a 475 peluqueros españoles. El modelo utilizado para la estimación es el de mínimos cuadros ordinarios.
Resultados
Precio, servicios, y comunicación (página web y comunicación en la tienda) son los principales generadores de lealtad. Las PYMEs tienen que ser cautelosas con el uso de las redes sociales para evitar dañar la lealtad. Además, aquellas posicionados en altos precios deben prestar más atención a la comunicación en la web y todas deben encontrar un equilibrio entre la comunicación en el tienda y la venta de productos para su uso en casa.
Limitaciones
Investigaciones futuras podrían replicar este estudio usando datos de consumidores y de empresa.
Implicaciones prácticas
Los gerentes necesitan entender la estrategia óptima para tener éxito en el mercado. Las ideas claves de este trabajo podrían aplicarse a otros servicios personalizados de salud y bienestar.
Originalidad/valor
La investigación previa se centra principalmente en grandes empresas mientras que el papel de la lealtad en el éxito de las pymes ha sido escasamente investigado y se ha centrado en los antecedentes y la medición de la lealtad. Este estudio realiza una contribución al analizar el efecto de la estrategia (precio, surtido de servicios, comunicación, tamaño y localización) en la consecución de la lealtad en las pymes.
Palabras clave
Lealtad; pequeñas y medianas empresas; Pymes; peluqueros; estrategia de marketing; salon
Tipo de artículo
Artículo de investigación
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Sílvia Cavalinhos, Maria de Fátima Salgueiro and Susana Henriques Marques
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
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.
Ružica Brečić, Dubravka Sinčić Ćorić, Andrea Lučić, Matthew Gorton and Jelena Filipović
An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the…
Abstract
Purpose
An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents.
Design/methodology/approach
Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial-based point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions.
Findings
Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals.
Research limitations/implications
The field experiment lasted for only two weeks and focused on seasonal produce.
Practical implications
PoS materials offer a low cost intervention for modifying consumer behavior in stores.
Originality/value
The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.
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Erica van Herpen and Koen Jaegers
Bread waste is one of the largest contributors to the environmental footprint of supermarkets, mostly because of the short shelf life of fresh bread. This study examined a…
Abstract
Purpose
Bread waste is one of the largest contributors to the environmental footprint of supermarkets, mostly because of the short shelf life of fresh bread. This study examined a possible solution: offering frozen bread with a considerably longer shelf life. Professional freezing of bread can preserve its quality better than freezing at home. In introducing frozen bread, supermarkets can communicate either a high construal social benefit (food waste reduction) or a low construal personal benefit (product quality).
Design/methodology/approach
An online experiment (n = 367) with a three group between subjects design was used. Dutch participants saw an offering of frozen bread accompanied by (1) a communication message about food waste, (2) a communication message about product quality, or (3) no communication message (control condition).
Findings
In line with expectations, emphasizing food waste reduction influenced general attitudes toward frozen bread and the bakery department more strongly than the benefit of higher product quality, while the opposite was true for purchase intentions.
Practical implications
Retailers who include frozen bread in their assortment have to make a trade-off between especially stimulating consumer attitudes toward the bakery department by focusing on a food waste reduction message, or especially stimulating sales by focusing on a quality message.
Originality/value
This study provides new insights into the effects of benefit communication on attitudes and purchase intentions. The results show that these effects differ for attitudes and intentions, depending on the communication message.
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This paper aims to explain variations in store brand penetration using trust. It aims to help both retailers and manufacturers predict store brand purchases through an improved…
Abstract
Purpose
This paper aims to explain variations in store brand penetration using trust. It aims to help both retailers and manufacturers predict store brand purchases through an improved understanding of the impact of trust in store brands across 10 different store brand product categories and among nine different grocery retailers.
Design/methodology/approach
Data were collected through a telephone survey of 904 participants responsible for the household grocery shopping with a quota of 100 respondents from each of the nine leading grocery retailers in Greece.
Findings
The findings provide empirical support that store brand purchases are positively influenced by the consumers’ perceived level of trust toward the retailer’s store brands. Results also confirmed variations in store brand penetration across the ten product categories that were tested, variations among the retailers and variations in the level of trust.
Originality/value
This paper is adding to the store brand literature from a quantitative perspective and is contributing to the theory, as there is no clear theoretical view on the effect of trust on store brand purchases.
Propósito
El objetivo de este artículo es explicar las variaciones que se producen en la adopción y penetración de la marca de distribución a partir de la confianza que los consumidores depositan en esta. Con ello se pretende ayudar tanto a los distribuidores como a los fabricantes en la predicción de las compras de marcas de distribución a través del impacto de la confianza en diez categorías de producto distintas y diferentes cadenas de distribución de alimentación.
Diseño/metodología/enfoque
Se recogen datos a través de encuestas telefónicas a una muestra de 904 individuos responsables de la compra de productos de alimentación en el hogar distribuidos equitativamente entre las nueve marcas líderes de distribución alimentaria en Grecia.
Resultados
Los resultados empíricos obtenidos apoyan el planteamiento del trabajo de que las compras de marcas de distribución están influidas positivamente por el nivel de confianza que los consumidores manifiestan hacia las mismas. Los resultados también confirman que la variación en el grado de penetración de las marcas de distribución en las distintas categorías de productos y cadenas de supermercados analizadas viene explicada por las variaciones en los niveles de confianza manifestados.
Originalidad/valor
Este trabajo contribuye a la literatura de las marcas de distribución no sólo en aspectos teóricos sino también empíricos al no existir hasta la fecha un posicionamiento teórico claro sobre el efecto de la confianza en la adquisición de las marcas de distribución.
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