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This paper studied the effects of music plus fragrance or music alone on consumer purchase behaviour, footfalls and repeat visits to retail stores in the context of the mall.

A primary research was conducted through a structured questionnaire. A field study was conducted in two malls that attract the maximum crowd. The data from 250 respondents were analysed in total.

As per the present study, the combination of playing music with fragrance is more effective compared to playing music or fragrance alone on shopping behaviour, footfalls and repeat visits in retail stores in emerging markets like India.

The study is more confined to a comparative study of the effectiveness of music with or without fragrance on consumer purchase behaviour and footfalls in retail stores located in malls. In view of research design, this could be a limitation of the study as types of music and other ambiance factors are not considered. The present study can be extended to religion as the religiosity of respondents may give a different response. The urban respondents may vary when compared to rural consumers. Therefore, the study can be extended by adding the rural or A-city mall or smaller malls in big cities. Research can be extended in the coronavirus disease 2019 (COVID-19) era to see if there is a change in consumer behaviour. It can also be extended to consumer's preference for different music and different fragrances.

This paper provides marketing managers and retail owners with valuable insights on the importance of using music with fragrance in retail stores to create unique consumer experiences in emerging markets that are different from developed countries. Managers should try to create both music, and fragrance in the store to improve purchase intention, and stay longer. To ensure that the planned music and fragrance approach creates the ambiance for consumers, marketing managers are advised to conduct market research. Special care should be taken for younger visitors to the store by creating the right ambiance. The present research will help many offline retailers' managers to strive for new competitive advantages through creating favourable shopping environments by understanding cultural differences.

The research gives direction to use music with a fragrance in the retail ambiance in the malls which will lead to improved consumer purchase, more footfalls, repeat visits and staying longer in emerging markets like India, which is a destination for global brands. Integration of three models of impulse buying (Rook and Fisher, 1995), individualism and collectivism (Triandis, 1995) and stimulus–organism–response (S–O–R) model of Mehrabian and Russell (1974) is used to explain the complex behaviour of consumers towards more purchases and repeat visits. The study will shed light on the quandary that retailers in the organised sector face in emerging markets such as India regarding the use of music and fragrance, as well as the impact on purchase behaviour, footfalls and repeat visits.

Calls for empirical and theory-based outcome measures in the place marketing literature are made more pressing as policymakers manage post-COVID high street recovery. This study aims to evaluate how knowledge of repeat buying established in the consumer marketing domain might be adapted to benchmark place marketing effectiveness, applying the Law of Double Jeopardy to capture the predictable relationship between footfall and visit frequency on competing high streets.

The authors match footfall and survey data collected simultaneously on nine local high streets in one London borough to ask if a predictable Double Jeopardy relationship exists. The authors then test the theoretical assumptions of independence that underpin the Law in patterns of switching; the predictable distribution of regular, infrequent and new visitors; and the absence of user segmentation.

The authors observe that Double Jeopardy constrains behavioural outcomes, that a simple model fits high street footfall data well and that its theoretical assumptions are supported.

This paper makes several practical and theoretical contributions. The authors demonstrate a method to model expected repeat visit frequency from footfall density and elaborate footfall data into its frequency classes. The authors also locate the effects of loyalty over time within existing knowledge of spatial competition for high street patronage and demonstrate how place marketing insights can be derived from applications of this useful law.

The tenant mix of a shopping centre is recognized widely as a critical determinant of marketing and financial success. For new shopping centres the early development of a strong tenant line‐up is particularly crucial as these centres endeavour to establish their market position and market share. Recent environmental changes, however, are having a major impact on lettings and are presenting significant problems for the development and management of tenant mix in new in‐town centres. Highlights the importance of tenant mix, and shows how a high proportion of new in‐town centres have been struggling recently to secure the desired quantity and quality of lettings, in the face of increasing competition, reduced property demand, and in some cases scheme‐design deficiencies. A case example of tenancy development in the early stages of growth for one centre is analysed in detail to observe some of the difficulties, noting slow rates of growth, fluctuating occupancy levels, high rates of tenant failure and variations in merchandise mix. Concludes with a discussion of the implications for centre marketing and management.

This research investigates the drivers for the rental value of motorway service areas and aims to identify and analyse these factors to provide a better understanding of the retail opportunities in these locations.

The primary research looked at the reasons that clients/customers chose to visit motorway service areas. In addition, the research included two case studies of motorway service areas and a number of interviews with experts in the field.

The main findings determined that there has been an increase in turnover figures which, as motorway service area rents are mainly calculated as a base rent and percentage of turnover figure, shows there is an increase in rental value. It is also proffered that the regulations set out by the Highways Agency and Department for Transport are holding back growth of motorway service areas.

There is very little research undertaken on the rental determinants of motorway service areas as a sub‐set of the retail market. This research provides an insight into the mechanics of this sub market and identifies the drivers of rental values.

The purpose of this paper is to identify ways to reconfigure physical retailing to ensure it maintains a sustainable position within the town centre ecosystem in the twenty-first century. The discussion draws on the evolving service-dominant logic (S-DL) and its service ecosystems perspective and evidence of best practice provided by actors involved in town centre regeneration between 2013 and 2018.

The research adopts a case methodology drawing on data submitted and analysed as part of the Grimsey Review 2, an independent review of the UK town centres. The data set provides examples of good practice sourced from industry leaders, trade bodies, local authorities and extensive social media engagement.

The paper evaluates the response of physical retail through an S-DL and service ecosystem lens. The review of best practice suggests that physical retailers have the best chance of survival if they proactively collaborate with other actors within a wider community hub solution, align their strategic position and operations to a holistic centre place plan and take steps to actively engage operant resources of consumers in creating physical store experiences.

The paper provides an evaluation of best practice in town centre regeneration implemented between 2013 and 2018. The case offers a rich bank of examples, illustrating how physical retailers are responding to the twenty-first-century challenges facing town centres. It makes recommendations for further improvement in the three critical areas identified above.

This paper provides further empirical support for the application of an S-DL and service ecosystem perspective to place marketing. To achieve effective value co-creation, physical retailers need to align themselves more closely with other actors in the system and maximise the potential of operant (and operand) consumer resources.

The retail sector is one of the largest property concerns in the UK at 154million m2 and worth almost £300billion in capital value (IPF, 2015). Whilst it continues to be a growth sector, many retail developments and supermarkets which have been constructed in the UK since a major boom in the 1980s have seen interventions to replace envelope fabric, update their appearance and be re-configured to suit changing tenant requirements. Others will be demolished to make way for new developments. The paper aims to discuss these issues.

If the cost of adaptations to meet the required outcome is too great, or other drivers are stronger, adaptation becomes conversion or renewal. This process may be more damaging to the environment in terms of energy use, emissions and material wastage but may enable better quality and performing buildings to replace older stock. These decisions will be managed by cost benefit analysis and return on investment (feasibility, viability, risk and market appetite). This paper seeks to understand if it is possible to extend retail building life by anticipating future needs in the retail sector by forecasting what happens after the building is no longer required by the initial user.

This research has attempted to capture the knowledge and experience of those responsible for advising the stakeholders that make the significant decisions in retail development. Whist the methods may have been less satisfactory in extracting data, it has shown that predicting adaptability is quite difficult for many reasons. A direction towards increasing long-term adaptability the development is summarised in a list of key deliverables.

This study has demonstrated a clear need to increase the consideration of defining design life as part of the performance information of a building or development, particularly in terms of whole life cost and asset value beyond the viable term of the end user and the value of the asset in terms of materials and resources (such as embodied CO2 emissions or sequestrated timber). Assessment of the design and evaluation process adopted when existing buildings are in the process of refurbishment is necessary to demonstrate this benefit.

There remains a major contradiction in the design approach for retail development; the choice between bespoke design which extends the design life and flexible design which maximises the interchangeability of end user. Buildings or parts of buildings may function better for longer if they are purpose built for key operators, anchor retail tenant or leisure use such as a cinema. However, these spaces are more likely to be changed most radically during an intervention to meet alternative functions in the future.

For adaptability to be possible and demonstrable it needs to be clearly communicated at all project stages by definition of design life phases in the brief, specification, construction contract and facilities management documentation. Adaptability can be monitored in the longer term by land registration mapping, planning and building control functions in the local authority as these extend above and beyond the scope of each owner or user, however it would be advisable for facilities managers to adopt clear documentation regarding the performance parameters expected at first occupation and how modifications and interventions can be applied for flexibility and adaptability to changing requirements.

This review of current practice in UK retail development has demonstrated that although design teams are thinking about the future of developments, they are also driven to meet current requirement because the immediate future is more important than the extended future for generating retail turnover. They are not expected to document any evidence of adaptability considerations. Retailers are equally unable to speculate far enough into the future and depend on immediate annual sales results to remain economically sustainable. This impasse will ultimately prevent any change in the status quo, and legislative intervention may be necessary if society prefers to see buildings within the urban fabric last longer than the terms of a 15-year lease.

Marketing management, digital marketing, advertising and promotion management, and technology management.

The case is suitable for BBA and MBA students. It can also be considered in executive education programs.

Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and channel these into the new area of social media marketing. This had also created concerns in Venkatesh's mind about the possibility of the new media not showing favourable results while budgets of the traditional and tried and tested media like PR and direct marketing were being chopped.

These include: understanding the dilemma of an organization's adoption of newer marketing tools as opposed to traditional marketing practices; evaluating the role of newer mediums like social media marketing and its long term and short term relevance; understanding the origins and development of social media marketing to grasp the full scale of its usefulness; and appreciating the complexities of measuring the effectiveness of social media marketing initiatives.

Teaching notes are available, please consult your librarian for access.

Familiarize with the retail operations of handicrafts, facility location problem, apply multi-criteria decision through the goal programming approach and solving the same with MS Excel.

The case portrays a dilemma in the context of retail operations of a small-scale handicraft company known as Odisha Craft. Located in Odisha, Susanta Mohanty, the owner, was finding it a challenge to decide on the most promising location for his new retail outlet in the neighbouring city of Kolkata. He had five choices for the locations. Odisha craft was established by his father-in-law in 2009 with an objective to preserve and promote the rich culture of the handicrafts designed by the local artisans and ensure sustainable rural livelihood. The company had been facing numerous challenges and the pandemic has given a very formidable blow to the monthly revenues. The case brings out the multi-faceted dilemma of deciding on the facility location in 2020, involving a set of conflicting criteria. The case unfolds a systematic solution approach resolving the dilemma using MS Excel.

Courses such as operations research, operations management, service operations and retail operations for MBA students and trainings for junior-middle level executives.

Teaching notes are available for educators only.

CSS 09: Operations and Logistics

The purpose of this introductory paper is to outline the theme of – and introduces the papers comprising – this special issue on post-Covid place marketing.

A brief literature review outlines some of the impacts of the COVID-19 pandemic on places and also for place-bound and spatially oriented industry sectors (particularly retailing and tourism and hospitality, which are often the focus of place marketing initiatives) before describing the papers constituting the special issue.

The impacts of the COVID-19 pandemic on places are identified, relating to both economic and more phenomenologically oriented impacts, and the implications for place resilience are considered. The papers comprising the special issue are grouped into two main themes relating to the impact of the COVID-19 pandemic on retailing and the impact of the pandemic on place marketing processes.

Notwithstanding the burgeoning literature on the COVID-19 pandemic and its impacts, the papers comprising this special issue focus on specific place-oriented marketing (and retailing) implications, providing potential avenues for future research.