Relative effects of store traffic and customer traffic flow on shopper spending

This article examines the relative effects of store traffic and customer traffic flow on shopper spending in a single study. An analysis of Croatian hypermarket survey data indicates that store traffic alone does not adequately explain shopper spending. Instead, gross customer traffic flow and realized customer traffic flow are stronger drivers of money spent. The article contributes to the retailing literature by clarifying the respective roles of store traffic and customer traffic flow. Recognizing the greater revenue-generating effect of in-store traffic flow, retailers should better design their store layout and merchandizing strategies to optimize traffic movement and boost store performance.     

Exploring Consumers' Expectations of Sustainability in Mature and Emerging Markets

ABSTRACT

“Sustainability” has turned into a buzzword for businesses around the globe as consumers in mature and, increasingly, in emerging markets shift their demand toward sustainably enhanced products. Surprisingly, a global picture of consumers' expectations regarding sustainable products is still missing. This study uses exploratory factor analysis to determine the perceived importance and interrelation of selected sustainability aspects in three developed (Germany, Switzerland, United States) and three emerging (Brazil, China, India) markets. Results are linked to national cultural value theory to explore which sustainability aspects and positioning strategies may be promising to expand the outreach of sustainable products in developed and emerging markets alike. Results suggest that across the sampled economies, sustainability is increasingly considered as being comprised of a health aspect. While health and quality of life aspects emerged as key issues across countries, cultural backgrounds and local market conditions resulted in nuanced expectations of sustainability, which should be kept in mind in communicating and positioning sustainable products.     

Discount Store Retailing in Korea

Abstract

This study examined the effects of consumers' internal shopping motives and external store attributes on excitement that shoppers may experience at discount stores in Korean markets and the mediating impact of excitement on selected behavior outcomes. Among three types of shopping motives (socialization, utilitarian and diversion), diversion significantly affected the level of excitement that shoppers experienced at the discount store. Store attributes of facility-related convenience and a neat, spacious atmosphere had an impact on shoppers' excitement at the discount stores. Excitement positively affected shoppers' satisfaction and repatronage intentions in discount store retailing in Korea. The empirical study results have major implications for multinational retailers as well as for future research in the area of international retailing.     

Adventures,auctions and aspirations: Illuminating shifts,tensions and contradictions in consumers' leisure shopping experiences

Drawing upon the work of Simmel ([1907–1911] 1971) and other socioculturally oriented theoreticians (e.g. Campbell 1987; Thompson et al. 1994), this paper illuminates the composite and dynamic character of leisure shopping. Using three overarching themes – the adventure, the auction and the aspiration – the paper illustrates that leisure shopping experiences comprise a synthesis of opposites, involving dynamic shifts between for example spontaneity and control, delight and disappointment, dreams and fantasies as well as rational calculations and purposive planning. Leisure shopping is thus described as a form of rational recreation (Lash and Urry 2002), where consumers seek pleasure in highly rationalized ways.     

Cross-channel integration – is it valued by customers?

It has been common for retail companies to use multiple channels simultaneously. However, simultaneous use is only the first step in creating a customer-centric multichannel system that demands channel synergies rather than parallel retail formats. Therefore, the perceived integration of customer-related functions and processes between the channels of multichannel systems is analyzed with respect to its significance for customer loyalty and usage of a multichannel system. Drawing on a sample (n) of 981 customers, the results indicate that linkages between retail channels positively affect customer loyalty and verify the importance of establishing a well-integrated – ‘seamless’ as perceived by the customer – multichannel system.     

Private label brands: major perspective of two customer-based brand equity models

In recent years the retail industry has been characterized by the fast growth of private labels, with an increase of the offer of private labels and the enhancement of their value in the marketplace. This research focuses in private label brand equity to deepen the understanding of its origins, by analyzing two alternative customer-based conceptual models. The present study was developed in the large retailing industry, comprising different retailing formats that offer private labels to consumers. Our findings suggest a conceptual private label brand equity model, which is slightly different from the Aaker's brand equity model, considering store image as an antecedent and stressing its importance in building and enhancing private labels' brand equity. Additionally, retailers searching for successful ways to compete in the retail market need to examine in more detail the customer-based brand equity related to their private labels.     

The role of customer loyalty as a brand extension purchase predictor

The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e. over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioral and attitudinal components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as the dependent variable (1 = buy; 0 = no buy) and behavioral loyalty and attitudinal loyalty as independent variables. Results show that attitudinal loyalty plays a significant role as buying predictor, but this depends on the NTPS offered. Theoretical and managerial implications are derived.     

Comparing retailer purchase patterns and brand metrics for in-store and online grocery purchasing

ABSTRACT

Research on how vulnerable consumers navigate various marketplaces and service interactions, developing specific consumer skills in order to empower themselves during such exchanges, has received inadequate attention. This paper contributes to this area by empirically drawing on a multi-perspective go-along travel study, consisting of a combination of in-depth interviews and observations of consumer and service provider interactions in mobility services. It addresses both factors that are a source of vulnerability and forms thereof during service interactions, thus unearthing critical mechanisms that explain why vulnerability comes into being. Further, the finding of four distinct forms of active coping strategies, building on the dimensions of proactiveness/reactiveness and explicit/implicit articulation, and how these are related to different forms of vulnerability, provides an understanding of coping with vulnerability during consumer and service provider interactions.     

Relational,Functional Benefits and Customer Value in Large Retailing: A Cross-Format Comparative Analysis

ABSTRACT

Based on the existing marketing concept on relational and functional benefits and on the retailing management of customer value, the present research empirically tests the influence of these customer benefits by providing a comparative analysis for different retailing formats, such as supermarkets and hypermarkets. Using questionnaire data for a sample of customers (N = 362), the authors developed structural equation modeling. This study identifies the factors influencing customer value, as well as the key to understand the relationships of customer benefits, customer value, loyalty, and purchase intention in the retailing service context. The contribution of the present research includes empirically testing a conceptual model, by developing a comparative analysis, along with providing some meaningful insights to retailing managers on how to strategically manage customer value variables to increase and enhance customer retention and purchase intent.     

大数据在零售业营销中的应用分析

大数据应用于生活中的很多方面,尤其是在零售业中得到了充分的应用。文中首先阐述了大数据的概念及特点,简单概括为海量、多样性、速度、价值。在此基础上,详细分析了大数据在零售业中的应用现状、对零售业的影响。包括大数据优势以及如何应用于零售业营销中,给零售企业带来效益。最后,从大数据的流动性和可获取性、数据关联性以及如何统计分析数据这些方面探讨了零售业营销运用大数据需要解决的问题。