The aim of this study is to unpack the value of ethnographic research as a relevant methodology for studying and developing new business models. A pop-up store we ran for three months in 2020 served as a testlab to experiment with value creation around buying, swapping and borrowing secondhand clothing. LinkedIn: https://www.linkedin.com/in/kim-aplonia-poldner-a003473/ https://www.linkedin.com/in/overdiek12345/
An interactive full-length mirror that allows you to browse through an endless collection ofclothing and see immediately whether something fits you, including when you turn around, and which also allows you to send a picture quickly to your family and friends to hear what they think. This mirror is a technological development that is already possible and which is being introduced in fashion stores here and there. But how probable is it that this technological innovation will become a permanent feature of our shopping experience? To answer this question we shall describe the expectations that exist about the developments in shopping over the coming years. We shall then examine to what extent these developments already play a role in shopping now, in 2014. In order to maintain an overview, we shall introduce a typology based on the STOF model. All of the innovations mentioned are ultimately aimed at offering added value for the consumer, but who is that consumer and what does he or she need? An inventory of how the shopping consumer is regarded makes it clear that new perspectives are required in order to do justice to the complexity of the retail behaviour and the retail experience. Finally, we will briefly examine specific cross-media aspects of shopping, such as the multichannel strategy of retail outlets and the role of the physical store in relation to the webshop. We end by offering a research framework for the 'service encounter' in the retail process based on the concept of Servicescapes. This framework allows to chart and answer a number of essential questions surrounding the probability of innovations more systematically.
In “Van Pop-Up store naar local hero” doet de Haagse Hogeschool in samenwerking met de Gemeente Den Haag, Inretail en creatieve ondernemers onderzoek naar businessmodellen die pop-up stores van laatst genoemden, helpen doorgroeien naar levensvatbare ondernemingen. Traditionele businessmodellen voor de retail blijken weinig geschikt voor deze creatieve ondernemers. Zij hebben de Haagse Hogeschool gevraagd te onderzoeken wat wél werkt. Het onderzoek wordt daarom ingericht op basis van de vraag: “Welke bouwstenen van businessmodellen helpen creatieve ondernemers om een pop-up experiment tot een levensvatbare en lokaal onderscheidende onderneming te laten doorgroeien?” Het project wil aldus door inventarisatie en analyse van succes- en faalfactoren komen tot een geraamte van kritieke bouwstenen voor retail business modellen, die, afhankelijk van de aard van de creatieve ondernemer, op maat kunnen worden toegepast.