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Book part
Publication date: 26 November 2020

Ozan Karacali and Gulberk Gultekin Salman

In retail industry, it is very important that companies start to own an omnichannel approach in order provide an integrated experience. This approach is recognized as a key to…

Abstract

In retail industry, it is very important that companies start to own an omnichannel approach in order provide an integrated experience. This approach is recognized as a key to have sustainable growth for companies and brands. In this study, it is aimed to examine the application of omnichannel decisions in different marketing channels and the contributions of this approach in the strategic plans of companies to create an overall customer experience in Turkey. For this purpose, a thorough literature review was provided on different marketing channel approaches, especially retailing and wholesales. In-depth interviews with companies showed that companies in Turkey are underway to include omnichannel approach in their short-term plans to improve their sales volume, and these companies also use this approach as a positioning by creating an integrated customer experience through customer relationship management.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Book part
Publication date: 26 November 2020

Gizem Merve Karadag and Irem Eren Erdogmus

The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various…

Abstract

The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various touchpoints. The aim of this chapter is to provide insights into building a luxury fashion omnichannel strategy through the integration of online and offline consumer journeys, based on the emerging needs and lifestyles of different luxury consumer segments. Accordingly, exploratory research is designed to understand luxury consumer typologies and luxury fashion shopping journeys. In-depth interviews were conducted for data collection in Istanbul, with 16 participants. Grounded theory coding was used for analyzing the data. Findings revealed four-consumer typologies –Luxury Beginners, Nouveaux Riches, Conservatives, Established Luxury Consumers. Luxury fashion journey map covering three major steps – pre-purchase, purchase, and post-­purchase – was illustrated based on the usage of both digital and non-digital channels and agents through the journey with discussions to present consumer differences. The results of the study add to the current literature and provide an omnichannel roadmap for the practitioners.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Article
Publication date: 20 July 2021

Maicom Sergio Brandao, Moacir Godinho Filho and Andrea Lago da Silva

This study aims to identify the main elements that describe the luxury supply chain. It discusses the relationship between them in a framework that organises and summarises the…

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Abstract

Purpose

This study aims to identify the main elements that describe the luxury supply chain. It discusses the relationship between them in a framework that organises and summarises the literature.

Design/methodology/approach

A systematic literature review was conducted that returned 288 papers, which were selected based on specific quality and theme criteria. Content analysis was used to investigate the alignment of critical success factors with the performance goals and configuration elements of luxury supply chains in the final sample of 66 papers.

Findings

The results provide a framework that clarifies the relationship between the configuration elements and supply chain performance goals and the critical success factors for three different levels of the luxury market. Depending on the level of luxury, performance goals and configuration elements assume a different importance and different characteristics. An understanding of these differences is relevant for defining strategies and managing luxury supply chains properly. The three different configurations also reveal new research avenues to be further investigated.

Research limitations/implications

The study is limited in terms of its data source as the papers reviewed were collected from only three academic databases.

Practical implications

The findings of this work help incorporate knowledge about luxury supply chain management into a framework that can be easily used for defining strategies and organising the supply chain according to the different levels of luxury.

Originality/value

This study represents an important evolution in organising the current literature on luxury supply chain management into a framework that covers critical success factors, supply chain performance goals and configuration elements for three different levels of luxury, which in turn creates promising opportunities for future enquiry.

Details

International Journal of Physical Distribution & Logistics Management, vol. 51 no. 8
Type: Research Article
ISSN: 0960-0035

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Article
Publication date: 23 August 2021

Costanza Nosi, Tommaso Pucci, Yioula Melanthiou and Lorenzo Zanni

The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers…

1938

Abstract

Purpose

The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content. Furthermore, it examines the influences that offline and online brand trust exert on consumer buying intention.

Design/methodology/approach

A convenience sample of 3,335 total individuals participated in the survey. Structural equation modelling was used to test the hypotheses.

Findings

Online brand trust is significantly influenced by trust in all investigated nonbrand-owned touchpoints. Both offline and online brand trust positively influence buying intention.

Research limitations/implications

Whereas brand trust is considered a multidimensional construct that includes both cognitive and affective aspects, in addition to individuals' personality traits, the present study only investigated the rational dimension of the brand trust paradigm. Moreover, this study examined the influence of brand trust on consumers' buying intention and not overt behavior. In addition, even though the extant literature suggests that the relation between trust and behavioral outcomes may vary across cultures, no test of the possible influences that culture exerted on brand trust and BInt was run. Finally, given the convenience sampling method used in this research, statistically significant surveys would provide a more solid basis for the investigated phenomenon, and they would enable an appropriate generalization of the findings.

Practical implications

To build brand trust and favour buying intention, marketers should monitor and influence the online touchpoints that are partially under or totally out of their control, and reconceive and manage physical stores.

Originality/value

This paper contributes to the stream of literature on online brand trust by proving that it is a multifactorial construct resulting from trust in different non-proprietary online entities and pointing out the prevalent role that physical stores play in shaping consumer buying intention. It also indicates that a trust transfer effect takes place between different online information sources and offline outlets.

Details

EuroMed Journal of Business, vol. 17 no. 4
Type: Research Article
ISSN: 1450-2194

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Article
Publication date: 10 December 2018

Simone Guercini and Matilde Milanesi

The purpose of this paper is to address the topic of business network dynamics and identify different relational paths, as forms of change in business relationships and related…

1048

Abstract

Purpose

The purpose of this paper is to address the topic of business network dynamics and identify different relational paths, as forms of change in business relationships and related types of network change. The paper contributes to the literature on business network dynamics by providing an understanding of relational paths in the context of firms’ internationalization and shading light on different forms of change in business relationships and types of network change. The paper also contributes to the understanding of liabilities in internationalization that has to do with business networks, namely the liability of outsidership.

Design/methodology/approach

This paper is based on qualitative research following the multiple case study research approach. The authors propose three cases of internationalizing firms in the fashion industry that follows relational paths corresponding to different forms of change in business relationships that imply different types of network change.

Findings

Changes to a firm’s business network may be addressed through relational paths, namely creation of new business relationships (activation), maintenance of existing relationships (integration) and ending of existing relationships (substitution). These relational paths can be considered forms of incremental (integration) and radical (activation and substitution) change in business relationships and lead to different types of network change for business network dynamics that coexist and influence each other within the same firm.

Originality/value

This paper contributes to a better understanding of business network dynamics by showing how firms change their business relationships following different relational paths as the best way to respond to the challenges and new opportunities offered especially by international markets. The present paper has relevant managerial implications since coping with change in business relationships is perhaps one of the most critical and difficult tasks for management, even more critical if compared to the increasing complexity of doing business internationally and the liabilities that firms face in their internationalization process, especially the liability of outsidership.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 11 November 2021

Ken Kumagai and Shin'ya Nagasawa

The study explores the influence of shopping channels on the hedonic shopping experience, contributing to subjective well-being (SWB) based on the purchased branded product. It…

2038

Abstract

Purpose

The study explores the influence of shopping channels on the hedonic shopping experience, contributing to subjective well-being (SWB) based on the purchased branded product. It also assesses the variations in these effects according to brand luxury. The purpose of the paper is to provide strategic suggestions for building luxury apparel distribution tactics that balance maintaining brand luxury with business growth through both physical stores and digital stores (e-retail).

Design/methodology/approach

Based on 418 samples collected in Japan, consumers' perceptions of hedonic shopping value and SWB are examined according to two channel factors, such as physical retail vs e-retail and mono-brand stores vs multi-brand stores. Additionally, the moderation effects of brand luxury are discussed.

Findings

Multi-group path analyses reveal that physical mono-brand stores contribute to hedonic shopping value. In addition, this experiential value is found to increase SWB, especially when the brand luxury level is high.

Practical implications

These findings suggest that managers should place a high level of importance on consumers' shopping experiences via physical direct retail especially in the case of a higher luxury level, even in today's highly developed digital environment.

Originality/value

The current study uniquely discusses the effects of shopping channels and experiences on SWB based on an acquired branded product, i.e., an evaluation of the outcome of shopping behavior and product acquisition. The study also reinforces the importance of physical stores suggested in previous luxury research.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 9
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 8 May 2009

Bruno Godey, Joëlle Lagier and Daniele Pederzoli

The purpose of this paper is to address the recent evolution of the luxury goods sector as well as the distribution strategy of some major companies. The distribution strategy…

5169

Abstract

Purpose

The purpose of this paper is to address the recent evolution of the luxury goods sector as well as the distribution strategy of some major companies. The distribution strategy must consider two different issues: first, the need to control the value chain in order to gain a competitive advantage in a sector that is becoming concentrated; second, the need to meet a desire for emotions and for aesthetic experience, as expressed by the customers of luxury goods.

Design/methodology/approach

For this exploratory phase, the paper chooses to draw the data from a convenience sample made of undergraduate students from the Rouen School of Management. Slides presenting a varied selection of luxury goods stores are exposed. On the basis of this sample, a principal component factor analysis with Varimax rotation is performed. This enabled us to find a three‐factor structure. As a preliminary, tests are carried out on the suitability of the data sample for factor analysis. The paper also testes the internal reliability of this scale.

Findings

The paper introduces and validates a scale measuring the aesthetic style of consumers of luxury goods and an extension of this scale to the outlets selling these papers.

Originality/value

As for the academic aspect, it is the first application of a measurement scale of aesthetic perception to retail. Concerning the managerial aspect, the three dimensions of the scale could bring important indications to luxury goods firms as well as to shop designers concerning the elements which influence consumer perception.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Open Access
Article
Publication date: 14 October 2022

Barbara Bigliardi, Eleonora Bottani, Serena Filippelli, Leonardo Tagliente and Karen Venturini

The aim of this paper is to explore whether open innovation is emerging in the Italian fashion industry.

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Abstract

Purpose

The aim of this paper is to explore whether open innovation is emerging in the Italian fashion industry.

Design/methodology/approach

Based on available studies on innovation and open innovation, we first identified the main facets of open innovation within the industry investigated, such as the process of searching for new ideas, the involvement of external partners in the new product development process and the use of collaboration mechanisms between supply chain partners. Starting from these findings, the authors designed a semi-structured questionnaire that was used as a guideline for 15 case studies, carried out in the Italian fashion industry.

Findings

The outcomes from the case studies allow drawing some conclusions about the emergency of open innovation in the fashion industry and the related patterns.

Originality/value

Given its exploratory nature, this study is expected to start a debate about open innovation in the fashion industry, as well as to encourage future studies in this field.

Details

European Journal of Innovation Management, vol. 25 no. 6
Type: Research Article
ISSN: 1460-1060

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Article
Publication date: 22 February 2013

Maria Caridi, Alessandro Perego and Angela Tumino

The aim of this paper is to propose an innovative quantitative approach to measure visibility in outbound supply chains and to implement it in order to evaluate the current degree…

4329

Abstract

Purpose

The aim of this paper is to propose an innovative quantitative approach to measure visibility in outbound supply chains and to implement it in order to evaluate the current degree of visibility that focal companies operating in the apparel industry have on their supply chains.

Design/methodology/approach

The study is based on an in‐depth literature review on supply chain visibility and on 11 case studies in the apparel industry.

Findings

The outcome of the paper is twofold. First, it proposes a metric for measuring visibility in complex outbound supply chains. Second, it analyses the quantity and quality of visible information in eleven companies belonging to the apparel industry, comparing visibility on outbound supply chains vs inbound supply chains.

Research limitations/implications

Although the paper shows the usefulness of the proposed metrics in supporting value assessment, a structured tool is still to be developed. Moreover, the visibility metric is suitable for benchmarking analyses, but the sample presented in the study is still limited and should be enlarged by further studies, also considering other industries.

Originality/value

The metrics so far proposed by researchers to assess the level of visibility in complex supply networks are mainly focused on the upstream supply chain; this paper fills the gap by proposing a quantitative metric for assessing the degree of visibility on the outbound supply chain. Moreover, some interesting insights about visibility in the apparel industry have been found on the basis of 11 case studies.

Details

Benchmarking: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 13 February 2017

Mia Borch Münster and Anders Haug

Retail design concepts are complex designs meeting functional and aesthetic demands from various constraint generators. However, the literature on this topic is sparse and offers…

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Abstract

Purpose

Retail design concepts are complex designs meeting functional and aesthetic demands from various constraint generators. However, the literature on this topic is sparse and offers only little support for store designers to deal with such challenges. To address this issue, the purpose of this paper is to identify the most important constraint generators, investigating the types of constraints they generate, and providing guidelines for how to deal with constraint elicitation.

Design/methodology/approach

The three contributions mentioned above are developed through discussions of the literature and eight case studies of fashion store design projects.

Findings

The paper shows that the influence of the constraint generators decreases during the design process except for supplier-generated constraints, which increase in the final stages of the design process. The paper argues that constraints should be elicited close to their occurrence, and that doing so requires a solid understanding of relevant constraint generators.

Research limitations/implications

The paper provides a structured basis for further research and identifies areas warranting further study. Although, the paper’s focus is on fashion store design, the findings may, to some degree, be applicable to other types of store design projects.

Practical implications

The understandings provided by this paper may help designers to deal proactively with constraints, reducing the use of resources to alter design proposals.

Originality/value

The paper: defines the most important constraint generators from the perspective of retail store designers, clarifies the types of constraints they generate, and provides guidelines for how to deal with constraint elicitation.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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