In today’s multichannel retail environment, consumers’ experiences in one channel influence their perceptions of another channel. Specifically, consumer evaluations of a firm’s online store have been found to be influenced by consumer interactions with the firm’s in-store personnel. This paper is among the first to address this assumption and test it empirically. Drawing upon the analogical transfer paradigm, we propose hypotheses and accordingly model in-store personnel’s competence and friendliness as determinants of online store usefulness, online store enjoyment, and online store value. Using consumer data collected from two Dutch multichannel retailers, we test this model with partial least squares modeling. The results provide clear support for the model and confirm that consumers may use characteristics of in-store personnel as analogies when evaluating a firm’s online store. Implications for research and retail managers are discussed.
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PurposeThis study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.Design/methodology/approachThe study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.FindingsThe empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.Originality/valueThe paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.
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Although it appears increasingly important yet potentially challenging to attract consumers to physical stores, location‐based messaging has been said to enable such attraction. Still, existing studies offer very limited insight into which particular location‐based persuasion approach retailers should use. This study aimed to establish and compare the potential of two discrepant persuasion strategies to influence consumers’ experiences and thereby stimulate them to visit the retailer's physical store. Drawing on persuasion theory and construal level theory, and using a vignette‐based online survey method, we determined that scarcity is a more effective persuasion strategy in the studied context than social proof; scarcity‐focused messages are experienced as more informative, more entertaining and less irritating, are therefore valued more, and are thus more likely to induce store visits. We discuss these findings and their implications for theory as well as for practice.
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Although it appears increasingly important yet potentially challenging to attract customers to physical stores, location-based messaging, i.e., delivering mobile phone messages using data about the recipient's location when that recipient is near the sender, has been said to enable such attraction. Still, existing studies offer very limited insight into which particular location-based persuasion approach retailers should use. Drawing on persuasion theory, this exploratory study aims to investigate and compare the potential of two discrepant persuasion techniques (scarcity and social proof) to influence customers' experiences and thereby stimulate them to visit the retailer's physical store. A factorial survey design was applied to test the research model. Data were collected from a sample of actual customers of a Dutch fashion retailer (n = 579). The results suggest that scarcity is a more effective persuasion technique in the studied context than social proof; scarcity-focused messages appear to be experienced as more informative, more entertaining and less irritating, seem to be valued more because of this, and are thus more likely to incline customers to visit the store. We discuss these findings and their implications for theory as well as for practice.
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Social media and sharing economy platforms do not only disrupt industries. They also bypass democratic institutions. That’s not without risk, because the dominant Silicon Valley based online platforms are designed to create shareholder value, not to strengthen society or democracy. Which is unfortunate, because online platforms – if designed to that purpose – can be uniquely power full tools for organising our networked society.In Amsterdam over 90 neighbourhood networks use online platforms for self organisation. This development accelerated from 2010 on. The networks aim at strengthening social ties and local initiatives and are increasingly involved in some way of democratic innovation. This study is a deep dive into this urban bottom-up-movement. It puts the phenomena of online neighbourhood platforms in a broader societal and economical context. It points at the importance of user owned platforms and data. And it draws conclusions on how society and specifically municipal management can bring this movement to a next level. Ultimately with the potential of growing into an alternative for the Silicon Valley owned online platform ecosystem.
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PurposePhysical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.Design/methodology/approachAn interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.FindingsHighly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.Originality/valueThis is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.
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Banana is an important commercial fruit crop for smallholder farmers in Arba Minch, southern Ethiopia. However, its sector is experiencing many constraints and limited attention given to productivity and marketing. Therefore, this study was conducted to analyze the banana value chain in order to identify constraints on productivity and marketing, and possibilities of improvements towards a sustainable value chain in Arba Minch. Data were collected through a survey, key informants’ interviews, and focus group discussions. Different analytical and statistical tools were used for data analysis. Results describe actors, supporters, and influencers of the existing banana chain. The current banana chain has three different distribution channels in Arba Minch. The channel that connects with rural consumers has the highest value share for farmers while the channel that includes traveling traders has the lowest value share for farmers. The marketing cooperative channel has an intermediate value share for farmers in the chain. Poor agronomic practice, diseases, pests, and climate change were the major constraints for the banana yield while limited market information, lack of cold store and refrigerated trucks, poor post-harvest handling, lack of alternative markets, and weak capacity of cooperatives were the main constraints for banana marketing in Arba Minch. Economic, social and environmental indicators have a moderate sustainability performance within the Ethiopian context. The chain has an advantage in terms of profitability, employment, emission of air pollutants and constraints in terms of coordination, value share, profit margin, market diversity, product and market information, transportation, waste management, and safety and hygiene.
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What is a pop-up store and how can it be used for organisational counterspacing? The pop-up can be interpreted as a fashionable and hypermodern platform focusing on the needs of a younger generation of consumers that searches for new experiences and is prone to ad hoc decision-making. From this perspective, the pop-up is a typical expression of the experience economy. But it is more. The ephemeral pop-up store, usually lasting from one day to six months, is also a spatial practice on the boundary between place as something stable/univocal and space as something transitory/polyphonic. Organizational theory has criticized the idea of a stable place and proposed the concept of spacing with a focus on the becoming of space. In this article, the pop-up store is introduced as a fashionable intervention into organizational spacing. It suggests a complementary perspective to non-representational theory and frames the pop-up as co-actor engaging everyday users in appropriating space. Drawing on Lefebvre’s notions of differential space, festival and evental moment, theory is revisited and then operationalized in two pop-up store experiments. Apart from contributing to the ongoing theoretical exploration of the spacing concept, this article aims to inspire differential pop-up practices in organisations. https://www.linkedin.com/in/overdiek12345/
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In their study "How Perceived Fit Affects Customers’ Satisfaction of In-Store Social Robot Advice", Stephanie van de Sanden, Tibert Verhagen, Ewout Nas, Jacqueline Arnoldy, and Koen Hindriks explore how various dimensions of perceived fit influence customer attitudes and satisfaction toward social robots providing product advice in retail settings. Drawing on theories from marketing and information systems, the authors conceptualize four types of technology fit—task-technology, individual-technology, store-technology, and shopping experience-technology—and propose a model linking these fits to customer attitudes and satisfaction. A field study conducted in a garden center using a robot that advised on potting soil involved 224 participants, whose responses were measured through established Likert and semantic differential scales. The findings aim to inform future design and deployment of social robots in retail by highlighting the importance of contextual and experiential alignment between the robot, task, customer, and environment.
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