In-store Experience Research Articles

A Study on Consumer Satisfaction Regarding Online Vs Offline Shopping of Clothes Among Genzs in Ahemdabad City

This study investigates consumer satisfaction regarding online versus offline shopping for clothes among Generation Z in Ahmedabad, aiming to understand their preferences, behaviors, and concerns. Using a survey-based approach, the research analyzes key factors influencing their shopping experiences, such as trust, convenience, security, product quality, variety, fit, and customer service. The findings reveal that while Generation Z appreciates the convenience, discounts, and variety offered by online shopping, they still express concerns about security and confidence in product quality and fit. Offline shopping, on the other hand, is preferred for its reliability in assessing product quality, fit, and personalized customer service. The study also highlights the hybrid nature of Generation Z's shopping behavior, with many consumers using both online and offline channels based on the advantages each provides. These insights suggest that retailers should adopt an omnichannel approach, integrating online and offline experiences to enhance customer satisfaction. The practical implications for retailers include improving online security, navigation, and return processes, while maintaining high-quality in-store experiences. Recommendations for future research include expanding the study to other regions, investigating the role of emerging technologies, and exploring the impact of sustainability and ethics on shopping preferences

Digital Disruption in Indian Retail: Trends, Opportunities, And Challenges

This research paper examines the significant growth and transformation of the Indian Retail Industry, now ranked as the fifth-largest globally. This expansion is driven by rising incomes, shifting middle-class lifestyles, and improved digital connectivity. In this competitive environment, Indian consumers increasingly demand personalized and exceptional services. Digital transformation is identified as a key success factor, enabling retailers to adapt to changing customer behaviors. The surge in online shopping, propelled by smartphone usage, has reshaped the consumer-retailer dynamic, necessitating robust online presences and investments in data analytics for better customer insights. Transparency in supply chains and real-time inventory management have become essential for effective retail operations. The paper highlights key digital transformation trends, such as digitized in-store experiences and workforce empowerment, while acknowledging challenges like change management, skill shortages, and data security risks. Retailers are advised to implement change management strategies, develop talent acquisition plans, and invest in cybersecurity to ensure sustainable growth.

Retail therapy? The role of positive body image in women’s clothing experiences and preferences for in-store shopping environments

PurposeDespite the online shopping trend, many women still prefer in-store experiences for trying on and buying clothes. The body positivity movement endorsed by many brands implies that all women, even those with lower body appreciation, should feel included in this setting. However, studies have yet to quantitatively explore the mediating role of women’s positive body image between clothing size and in-store experiences. To address this gap, this study examined the in-store experiences of 642 women from largely Western nations (Mage = 45.96, standard deviation (SD) = 9.31) who self-reported as straight-, mid- and plus-sizes and the mediating role of body appreciation.Design/methodology/approachParticipants completed online questionnaires with measures including clothing size, body appreciation, in-store experiences and preferences for in-store changes.FindingsWomen of mid-size and plus-size were more likely than women of straight-size to report lower body appreciation, which led to a greater desire for guidance from staff about styles but less likelihood to approach them, higher discomfort going up a size and lower confidence trying on clothes. In contrast, straight-size women generally felt more comfortable and confident in-store clothes shopping. A direct link between clothing size and lower purchase intentions without in-store representation was found; however, body appreciation did not mediate this link. Preferences for in-store changes included better support from sales staff and more inclusive imagery.Originality/valueThis study indicates that in-store clothes shopping may not feel like retail therapy for women who identify as mid-size or plus-size and experience low body appreciation. It highlights the need for comprehensive reform within the fashion retail industry by prioritizing inclusivity through better staff support and in-store representation for all sizes.

Small independent retailers: digitalize or disappear? An empirical study based on dynamic capabilities

PurposeThis study analyzes how small French retailers are adapting their front-office to the digitalization of their business environment.Design/methodology/approachThe qualitative study focuses on dynamic capabilities of 27 independent French retailers, in a wide variety of sectors.FindingsThe digitalization of small retailers does not date from the pandemic health crisis. Small retailers are willing, agile and organized to make controlled progress, ranging from the visibility on social networks to online sales with its specific logistical constraints. Even if their presence on marketplaces is trickier to implement, it represents the culmination of the digitalization process, once their online store has been launched. The digital transformation of independent retailers should be less radical than for large retailers.Research limitations/implicationsBy distinguishing between the concepts of adaptive, absorptive and innovative capabilities, this research highlights strong differences between small retailers, that is SMEs, and larger companies. In terms of adaptive capabilities, it confirms that small retailers are not embracing digitalization as a fad, but because of real changes in the market, and particularly in demand. In contrast to large companies, small retailers drive it more around external objectives linked to their intimate knowledge of changing customer behavior (customer centricity). In terms of absorptive capabilities, the success or failure of digital transformation weighs directly on the entrepreneur's shoulders, but is less hampered by technological legacy. Despite interviews only conducted in the Paris region, it converges with professional studies carried out on a larger scale in France. Its widespread use is certainly easier in countries at the same stage of commercial development.Practical implicationsIn terms of innovative capabilities, independent retailers need to focus on four key areas: reinventing the in-store experience; increasing visibility on social networks; creating an online store; being present in one or two marketplaces or creating a common platform with other local merchants.Originality/valueThis research is one of the first to analyze the digital transformation experienced by small structures. It draws on the concept of dynamic capabilities, well-suited to technologically and commercially dynamic markets. It puts into perspective studies carried out in other countries on less diversified types of shops. Unlike other studies examining the front office, it does not exclude stores and SEO in marketplaces.

The convergence of edge computing and supply chain resilience in retail marketing

In the fast-paced world of retail, having a strong and flexible supply chain is essential for success as businesses face increasing customer expectations and market uncertainties. Edge computing is emerging as a key technology that can enhance supply chain resilience by processing data in real-time, reducing delays, and improving responsiveness. This article explores how edge computing and supply chain resilience intersect within retail marketing and how they can optimize marketing strategies and customer experiences. Edge computing works by handling data close to where it is generated, which speeds up processing and reduces delays compared to traditional cloud systems. This real-time data processing is crucial for retailers who need to manage inventory, track shipments, and adjust to market changes quickly. With edge computing, retailers can get immediate insights into their supply chains, enabling faster and more accurate decision-making. The article reviews current research and case studies to illustrate the benefits of edge computing in retail. These benefits include better inventory management through real-time updates, more personalized and engaging marketing campaigns, and increased efficiency in logistics by automating processes. Edge computing also enhances the in-store experience with technologies like augmented reality, which can boost customer interaction and satisfaction. However, adopting edge computing also comes with challenges, such as high implementation costs, the complexity of integrating new systems, and concerns about data security. The article addresses these challenges and provides strategies for overcoming them, offering practical advice for effectively using edge computing. In summary, the article argues that edge computing will be a vital factor in retail’s future success and innovation. By making supply chains more agile, responsive, and efficient, edge computing helps retailers meet market demands and stay ahead of the competition. As technology continues to evolve, the role of edge computing in improving supply chain resilience and transforming retail marketing will become even more significant.

Enhancing Customer Relationship Management with Data Analytics: Insights from Retail Survey

In the contemporary digital era, understanding the role of Data Analytics Capabilities (DAC) in Customer Relationship Management (CRM) systems is essential for effective marketing decisions. DAC refers to the skills and knowledge in using technological tools, techniques, and methodologies to extract meaningful and actionable insights from various data sources. The originality of the study lies in providing an external perspective from customers on the benefits of effective DAC to improve the performance of CRM systems in the retail industry. Specifically, it evaluates the roles of technological CRM system quality, employee interaction-management capabilities empowered with the CRM system, and the DAC outcomes in enhancing the overall customer satisfaction for both online and in-store experiences. The methodology employs a quantitative approach that includes a survey for data collection of 380 retail customers, an exploratory factor analysis and a multi-linear regression analysis. Theoretically, findings advance our understanding of retail CRM systems by providing empirical evidence quantifying the positive impact of DAC outcomes on customer satisfaction. Practically, results offer managerial insights for leveraging technology and human capabilities to enhance in-store and online customer relationships. Acknowledging geographical and industry limitations, future research could explore the research model across various contexts.

How do runners select their shoes? An in-store experience

We aimed to identify factors that influence running shoe selection and how salespeople and runners experience the in-store selection process. In a cross-sectional design, we surveyed 101 runners (buyers and non-buyers) and 38 salespeople in specialty running stores. Surveys contained questions about demographics, factors influencing shoe choice, sources of footwear advice/education, conscious behaviour, and perceived influence of salespeople on selection. There were no significant differences between buyers and non-buyers regarding how much runners thought about their purchases (i.e., level of consciousness). Salespeople were significantly younger than runners and believed a greater number of factors and sources of advice influenced shoe selection. Runners most frequently identified fit, comfort, and gait analysis or injury prevention as most influential in selecting shoes, in that order. Salespeople believed comfort was the most important for runners. Buyers and non-buyers prioritised advice on running shoes from salespeople, friends, and family, while salespeople primarily got their information from peers. Buyers and non-buyers visiting speciality running stores largely reflect the same population. Salespeople advising runners significantly differed from their target clientele in several regards and overestimated their influence on runners’ selection. We caution runners to carefully consider the advice from salespeople as many employees make recommendations that are not evidence-based and may have limited experience.

The impact of e-commerce on traditional retail model in India

Unquestionably, the explosive growth of e-commerce in India has changed the nation's retail environment. E-commerce platforms provide customers with unmatched ease, a wide range of products, affordable prices, and the flexibility to evaluate possibilities while lounging in their own homes. Due of this, consumer behaviour has changed significantly, and traditional brick and mortar establishments have become less common. This abstract examines the various ways in which India's traditional retail industry has been impacted by the e-commerce revolution. It examines the difficulties traditional stores confront in competing with the online behemoths, including their restricted reach, increased operating expenses, and difficulties. It also looks at the attractive potential that e-commerce offers traditional companies, such growing their clientele, cutting costs, and simplifying processes. The abstract goes into additional detail about the tactics that conventional merchants might use to prosper in this new environment. Success requires embracing omnichannel tactics, establishing a strong online presence, offering a unique in-store experience, and utilizing technology. In the Indian retail sector, the combination of e-commerce and conventional models offers exciting prospects for innovation and customer-centric strategies. This study analyzes how the rise of e-commerce platforms has changed consumer preferences, market trends, and competitive dynamics through a combination of qualitative and quantitative research approaches. Utilizing conceptual models from the literature on technology adoption, marketing, and economics, it pinpoints the main forces and barriers affecting traditional retailers' acceptance of e-commerce and the ensuing restructuring of the retail sector. In-depth reviews of the body of previous research are included in the study, along with original data gathered through surveys, interviews, and case studies. Combining theoretical concepts with empirical data, this thesis offers a thorough understanding of the intricate interactions that exist between online and offline retail channels, highlighting opportunities for cooperation as well as synergies and conflicts.

Enhancing Customer Relationships: A Case Study of CRM Practices at City Square Mart in Ahmedabad city of Gujarat State

This study paper provides an in-depth examination of customer relationship management (CRM) operations conducted at City Square Mart, a well-known retail business specializing in supermarket trends. This research seeks to provide insights that will improve the development and implementation of CRM strategies in the retail industry by conducting interviews with store managers and analyzing their CRM methods. This study analyzes key elements of consumer engagement channels, such as in-store experiences and online platforms, to understand how City Square Mart effectively combines these channels to provide a seamless and cohesive customer experience. This research also examines consumer feedback methods, loyalty programs, complaint management processes, and initiatives aimed at personalization and customization of goods. The results of this research provide important insights for retail managers who want to improve their CRM strategies and for academics who want to increase their understanding of customer relationship management in the retail industry. This research aims to improve customer interactions and drive company success in the changing retail market by analyzing the unique CRM tactics implemented by City Square Mart

When time drives search effort: the effect of assortment variety on visual attention to SKU pricing

PurposeUnderstanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.Design/methodology/approachTwo experimental studies through gauze behavior analysis technology (using eye-tracking equipment) analyze the variable's large assortment, visual attention to SKU pricing, search effort and shopping frame time.FindingsThe results suggest that, although it increases the search effort, a large assortment decreases the visual attention to SKU pricing. Further, our results indicate a moderating effect associated with mitigating the negative effect by medium-low levels of search effort and a moderating impact of time in this relation.Practical implicationsMarketing professionals can carefully optimize the in-store experience by managing the assortment and variety and by influencing consumers' visual attention to SKU pricing along the journey as part of the experience. Assortment and SKU pricing strategies need to be aligned with consumer journey design.Originality/valueOur findings contribute to assortment theory and management by detailing the relationship between consumers' reactions to assortment perception and visual attention to SKU pricing in time flow. We reinforce the importance of considering assortment strategies from the consumer perspective and giving reliable information about in-store behavior.

Трансформація комунікаційної політики для забезпечення резильєнтності підприємств роздрібної торгівлі

The communication policy of a trade enterprise always depends on the general goals of the enterprise, but it is impossible to consider the communications of a trade enterprise as a permanent component. Communication policy is a moving thing, it is constantly influenced by internal and external factors, which gives impetus to the company’s marketers to constantly adjust it to modern market requirements. The aim of the article is to determine the resilience of marketing strategies of trade enterprises in relation to communication and advertising activities under the influence of macro factors. We include the following macro factors: the COVID-19 pandemic and the full-scale military aggression of the russian federation from 24.02.2022 onward. We analyzed the relevant literature and found that the impact of general macro factors on the marketing strategy of trade enterprises is mostly incomprehensible and unpredictable, which requires new approaches to marketing activities. In particular, modern open sources and scientific literature do not sufficiently examine the methods and technologies of retailers in the communication strategy under the influence of stress and crisis. The study of contemporary behavior in the communication policy of trade enterprises in the market, including the growth of online commerce, has led to a shift in emphasis to digital advertising, which promotes sales via the Internet. Advertisers are actively working to promote products and services that can be purchased online. The pandemic has created many uncertainties, and advertisers have proven to be more flexible and ready to adapt quickly to changes in economic and social conditions. Particular attention should be paid to the advertising activities of trade enterprises during the wartime, that can become a significant challenge and require a careful approach. The warime creates its own unique challenges for businesses and marketers, and it is important to consider ethical and social aspects in advertising campaigns. We have summarized the aspects of the influence of external factors on the advertising activities of trade enterprises during the wartime. Since most retail sales still take place offline, trade marketers are reviewing the in-store experience, trying to combine the reach of physical retail with the involvement of digital channels, actively implementing in-store media communication. An effective in-store retail media strategy isn’t as simple as adding advertising around the store. This strategy requires technology to collect and analyze customer data, including where the customer went to in the store (particular departments), how much time they spent and what they did in there. It is necessary to thoroughly work out a map of buyer behavior. In the course of the study, the key components of advertising technologies in stores were identified, which should be considered in order to collect high-quality marketing information on consumer behavior, and subsequently – to convey advertising information to them at a specific point of sale. It is concluded that in the future, it will be extremely important for stores to apply a seamless omnichannel customer experience at the point of sale. Numerous studies demonstrate the positive impact of technology in retail on the customer journey to the store, as well as the customer journey in the store, from product selection to payment for purchase. Further development of communication strategies of retail trade enterprises envisages the use of modern technologies, the involvement of artificial intelligence and the improvement of customer service methods in trading floors.

Analysis of Factors that Influence the Customer Loyalty in Modern Pharmacy Retail in Indonesia

The study analyzes several factors that are seen to influence the customers loyalty in modern pharmacy retail. This study was conducted at Watsons Indonesia. This study examines the influence of in-store experience (IE), membership programs (M), and use of private labels (PL) on customer loyalty. Shopping habits are proposed as a variable that moderates the three independent variables on customer loyalty. Data was collected from a sample of 232 Watsons Indonesia customers and the relationship between variables was tested using structural equation models. The findings show that IE and M are not proven to have a significant influence, but PL is proven to have a significant influence on customer loyalty at Watsons Indonesia. Furthermore, shopping habits do not significantly moderate EI, PL, and M in building customer loyalty of the company.

E-commerce Revolution: Exploring the Impact of Online Shopping on Traditional Retail

Abstract: The advent of the internet and the subsequent rise of e-commerce have ushered in a profound transformation in the retail landscape. This study delves into the multifaceted impact of online shopping on traditional retail, examining the dynamics that have reshaped consumer behaviour, business strategies, and the overall market structure. The research employs a comprehensive approach, incorporating both quantitative and qualitative analyses to assess the extent of the e-commerce revolution. It investigates the factors contributing to the exponential growth of online shopping, such as convenience, accessibility, and a vast array of product choices. Additionally, the study explores the challenges faced by brick-and-mortar retailers in adapting to this digital paradigm shift, including the need to enhance the in-store experience and reevaluate supply chain and inventory management. Furthermore, the research delves into the socio-economic implications of the e-commerce surge, examining its impact on employment patterns, urban development, and environmental sustainability. The study also considers the role of emerging technologies, such as artificial intelligence and augmented reality, in shaping the future of online retail. In conclusion, this research provides a comprehensive analysis of the e-commerce revolution's impact on traditional retail, offering insights into the challenges and opportunities it presents. Understanding these dynamics is crucial for businesses, policymakers, and consumers as they navigate the evolving landscape of retail commerce in the digital age.

The store of the future: Engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction

An increasingly competitive retail landscape, new technological innovations, and evolving consumer needs present challenges and opportunities for physical stores. To maintain a competitive advantage, brick-and-mortar retailers must leverage the store environment to curate a captivating experience that cannot be emulated online. Drawing on the competencies that differentiate physical stores from their digital counterparts, as well as evolving consumer expectations, the current research identifies three levers that managers should use to design pleasurable shopping experiences in stores of the future. First, managers can increase their focus on sensory elements (e.g., visuals, scents, sounds, haptics, taste) and use these elements to curate pleasurable, multisensory in-store experiences. Second, managers should consider gravitating from the current one-size-fits-all approach to atmospherics in favor of environments that are personalized and customizable to suit individual consumer tastes. Finally, managers can re-evaluate employee responsibilities, make space for customer-to-customer interactions, and host in-store events to offer optimal levels of interpersonal interaction. After highlighting marketplace examples that provide initial evidence of each lever, individual level factors that likely moderate the effects of each lever on the in-store experience are discussed. Finally, future research opportunities are identified.

INDOMARET VS ALFAMART : THE BATTLE FOR STORE ATMOSPHERE SUPREMACY

Indomaret and Alfamart, two retail giants in Indonesia, compete fiercely for market share. This study focuses on the Competition in the in-store experience, known as "store atmosphere." Store atmosphere is a key factor in the retail business that can influence customer behavior and satisfaction" Store atmosphere is a key factor in the retail business that can influence customer behavior and satisfaction. This study aims to understand the comparison of consumers' assessment of store atmosphere in the two major outlets. A total of 384 respondents provided ratings for 13 store atmosphere attributes, and the results were analyzed using the Importance Performance Analysis (IPA) method. The results showed that both Indomaret and Alfamart have similar challenges in creating a satisfying store atmosphere for customers. Some attributes such as store layout, display, exterior, and interior have performance that is rated low by customers. Both companies need to take corrective actions to meet customer expectations for these attributes. Both companies should understand their customers' preferences and focus on attributes that have a higher priority in creating a satisfying store atmosphere, while maintaining good quality performance on attributes that are already adequate. In conclusion, competition between Indomaret and Alfamart remains fierce, with store atmosphere being an Importance factor in winning over customers.

Immersive retailing: The in-store experience

This conceptual article explores why consumers visit physical stores—despite living in a digital-first world—and presents potential ways for retailers to further encourage offline shopping. Although online retailing tends to offer the greatest convenience, brick-and-mortar outlets can offer an immersive in-store experience that combines convenience and interest. The present exposition considers store features within a 2 × 2 typology of convenience and interest and illustrates how these features contribute, or fail to contribute, to immersive in-store experiences. Other factors, such as ambient stimuli that elicit sensory- and aesthetic pleasure, provide additional paths to immersion. The notions raised may serve as a basis for future research avenues in immersive retailing.

Exploring the Impact of Supermarket Store Layout and Atmospheric Elements on Consumer Behavior: A Field Research Study in Greece

The highly competitive retail industry pushes retailers to seek strategies like creating atmospheric in-store experiences to boost consumer satisfaction and encourage return visits. Store atmosphere and layout design influence consumer decision-making, perception, and satisfaction. Factors such as building design, customer patterns, merchandise mix, and proximity requirements impact consumer perception and store layout. This article investigates the effect of supermarket chains’ layouts on consumer behavior, focusing on atmospheric elements. A Greek field study involving 205 participants assessed perceptions and attitudes toward supermarket layouts and design elements. Results suggest that retail environment characteristics impact emotional reactions, which in turn influence impulse buying behavior. Emphasizing the importance of a superior customer experience throughout the purchasing process, the study identifies key atmospheric elements affecting consumer behavior in supermarkets. The article concludes by discussing implications for retail marketers and suggesting future research directions.

Utilizing Big Data Analytics and Business Intelligence for Improved Decision-Making at Leading Fortune Company

The present study evaluates Walmart’s existing big data analytics with business intelligence techniques, accentuating their strengths and weaknesses, and suggests improvements for implementation and maintenance through the literature review of the scholarly journals addressing similar topics. Big data analytics is receiving loads of attention globally in the business environment within every sector of the economy. Incorporating the job plan as an additional input component in their models would be beneficial for Walmart to improve the precision and appropriateness of their data analysis and decision-making procedures. Walmart is a company that heavily invests in utilizing big data to improve its operations; this includes optimizing in-store experiences and predicting product trends. Scholarly articles emphasize the importance of advanced data analytics tools like MapReduce and Apache Spark for effective big data strategies. Social media content influences engagement and sentiment. Social network data aids sales forecasting but presents challenges. Big data analytics with business intelligence enhances performance and decision-making. Walmart's success in big data analytics relies on a data-driven culture but faces security challenges. Many Fortune 1000 companies adopt innovative solutions to improve performance and customer experiences but require significant resources. Embracing big data analytics with business intelligence remains a compelling investment for sustaining a competitive edge. Walmart's success in big data analytics is due to a data-driven culture and advanced infrastructure, including the Data Café.

Transferring in-store experience to online: An omnichannel strategy for DIY customers’ enhanced brand resonance and co-creative actions

This study aims to create a unified customer experience across in-store and online channels through an academic-practice collaboration. To achieve this goal, the study focuses on identifying a synergistic solution for transferring experience between channels. For the sake of practitioners, the study identifies DIY customers as a suitable segment for the initial stage of the transfer and suggests channel ownership be redesigned to be customer-driven. To investigate this topic, the study analyzes a customer sample drawn from a CRM database, using a comprehensive research model to transfer in-store experience to online channels and enhance customers' co-creation and brand resonance. The results of the study provide a strategic framework for orchestrating customers' experiences throughout their journey by segmenting and profiling customers in an omnichannel strategy.

Research on the Impact of E-commerce on Offline Retail Industry

This research paper investigates the impact of e-commerce on the offline retail industry, examining both the challenges and opportunities it presents. The research draws on various sources, including industry reports, academic literature, and a case study of Costco, to provide an in-depth analysis of the topic. The paper begins by exploring the evolution of e-commerce and its effects on offline retailers, followed by a discussion of strategies offline retailers can employ to adapt to the changing retail landscape. These strategies include adopting an omnichannel approach, enhancing in-store experiences, utilizing data analytics and AI, and fostering strategic partnerships. The paper concludes with an outlook on the future of the offline retail industry, suggesting that continual innovation and customer-centric approaches are key for success. The findings of this research can provide valuable insights for offline retailers seeking to navigate the rapidly evolving retail environment in the age of e-commerce.