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.
Distribution structures and distribution centre (DC) locations are essential for logistics companies to optimise logistics costs and service levels. This paper reviews Supply Chain Management (SCM), Geography and Economic Geographic literature on distribution structure and DC locations decision-making. Two central decision-making elements are discussed: process steps and decision-making factors. Added value of our paper is 1) A literature review 2) Conclusions on the state of current scientific knowledge in three research streams 3) A research agenda. Reviewing literature shows decision-making factors are renowned, however, importance of factors in each process step is unknown. Results also show literature diverges on which process steps logistics companies take (descriptive) or should optimally take (prescriptive) in distribution structure and DC location decision-making. Thus, more research is needed. Developing a descriptive conceptual model and testing on several industry sectors will be valuable to understand differences on distribution structure and DC location decision-making.
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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