Off-line Stores Research Articles

A systematic framework of predicting customer revisit with in-store sensors

Recently, there is a growing number of off-line stores that are willing to conduct customer behavior analysis. In particular, predicting revisit intention is of prime importance, because converting first-time visitors to loyal customers is very profitable. Thanks to noninvasive monitoring, shopping behaviors and revisit statistics become available from a large proportion of customers who turn on their mobile devices. In this paper, we propose a systematic framework to predict the revisit intention of customers using Wi-Fi signals captured by in-store sensors. Using data collected from seven flagship stores in downtown Seoul, we achieved 67–80% prediction accuracy for all customers and 64–72% prediction accuracy for first-time visitors. The performance improvement by considering customer mobility was 4.7–24.3%. Furthermore, we provide an in-depth analysis regarding the effect of data collection period as well as visit frequency on the prediction performance and present the robustness of our model on missing customers. We released some tutorials and benchmark datasets for revisit prediction at https://github.com/kaist-dmlab/revisit.

쇼핑성향에 따른 온ㆍ오프라인 상점 선호분석 - 대형판매시설 및 길거리 상점을 중심으로 -

쇼핑성향에 따른 온ㆍ오프라인 상점 선호분석 - 대형판매시설 및 길거리 상점을 중심으로 -

Research on the Construction of Consumption Experience Dimensions for the E-Commerce Offline Store

Under the background of new retail, many E-commerce giants at home and abroad have started to open offline stores, and claimed to incorporate the consumption experience of offline stores into the superior future strategies. Based on the literature review and practical research methods, this paper explores the characteristics of this new E-commerce offline store which involves online and offline consumption experience features, and constructs the consumption experience dimensions belonging to the E-commerce offline store: sensory experience, emotion experience, service experience, convenience experience, interaction experience.

The Effects of Experience and Environment Factors in Offline Stores on the Perceived Value and Revisit Intention

The Effects of Experience and Environment Factors in Offline Stores on the Perceived Value and Revisit Intention

The Impacts of Customer Participation and Relationship Commitment on Experience at Offline Stores and Moderating Effect of Brand Fanship -Focusing on Chinese Consumers-

The Impacts of Customer Participation and Relationship Commitment on Experience at Offline Stores and Moderating Effect of Brand Fanship -Focusing on Chinese Consumers-

Enhancing geotargeting with temporal targeting, behavioral targeting and promotion for comprehensive contextual targeting

Offline stores rely on customers who are geographically close to the store. However, how to target at online users to draw them to the offline store remains a challenge. This study investigates how to enhance geographical targeting by a suite of other targeting strategies, including behavioral targeting, temporal targeting, and use of discount in an online-to-offline commerce context, to form a more comprehensive contextual targeting strategy. Our randomized field experiment in the restaurant industry reveals that nearer distance, right timing, matching with users' preference for service type, and users' recent visits to food websites all increase the ad click-through rate. Furthermore, a preference for on-site service intensifies the negative effect of distance, and the recency of food-related website browsing mitigates the distance effect. These findings show how different targeting strategies complement and enhance each other in affecting online users' responses to ad of an offline store.

A grocery recommendation for off-line shoppers

PurposeMany off-line retailers have experienced a slump in sales and have the potential risk of overstock or understock. To overcome these problems, retailers have applied data mining techniques, such as association rule mining or sequential association rule mining, to increase sales and predict product demand. However, because these techniques cannot generate shopper-centric rules, many off-line shoppers are often inconvenienced after writing their shopping lists carefully and comprehensively. Therefore, the purpose of this paper is to propose a personalized recommendation methodology for off-line grocery shoppers.Design/methodology/approachThis paper employs a Markov chain model to generate recommendations for the shopper’s next shopping basket. The proposed methodology is based on the knowledge of both purchased products and purchase sequences. This paper compares the proposed methodology with a traditional collaborative filtering (CF)-based system, a bestseller-based system and a Markov-chain-based system as benchmark systems.FindingsThe proposed methodology achieves improvements of 15.87, 14.06 and 37.74 percent with respect to the CF-, Markov chain-, and best-seller-based benchmark systems, respectively, meaning that not only the purchased products but also the purchase sequences are important elements in the personalization of grocery recommendations.Originality/valueMost of the previous studies on this topic have proposed on-line recommendation methodologies. However, because off-line stores collect transaction data from point-of-sale devices, this research proposes a methodology based on purchased products and purchase patterns for off-line grocery recommendations. In practice, this study implies that both purchased products and purchase sequences are viable elements in off-line grocery recommendations.

A Smart System for Customer Ordering Management at Offline Stores

A Smart System for Customer Ordering Management at Offline Stores

Process Mining to Discover Shoppers’ Pathways at a Fashion Retail Store Using a WiFi-Base Indoor Positioning System

We present a preliminary report of a customer pathway analysis in an off-line store. Smart phone WiFi-based positioning technology is used to identify each customer’s pathway behavior. The log data containing the space-time information are analyzed using process mining, a tool that provides a comprehensive view of an entire process. The main benefit of process mining is that it provides the topological structure of the processes. We installed a WiFi signal-capturing device in a retail store of a fashion brand in South Korea and collected data over a two-month period. Halfway through the experimental period, we swapped a set of mannequins displayed at the entrance to the store with an item stand. We then compared the customers’ pathway behavior before and after the change. Through an analysis based on process mining, we observed a change in the topological structure of the pathway behavior following the change in the display setting. This paper demonstrates the possibilities of analyzing customer behavior using WiFi-based technology and the process mining technique. Note to Practitioners —The main goal of this paper is to demonstrate the possibility of WiFi-based positioning technology and analytical methodology for analyzing indoor movement in the era of Big Data and the Internet of Things. Recently, with advances in communication, sensors, and wearable computing technologies, strong interest has been shown in marketing and retail behavior studies that can capture customer travel data in off-line stores to inform and improve sales and marketing. As the application of off-line store behavior analysis for behavior studies and marketing gains momentum, this paper can be used as a foundation for the development of sensor-based location analysis systems or devices for off-line stores. The focus of this paper is not to investigate customer behavior related to the display change nor the behavioral science related to retail. Rather, we experimentally demonstrate the value of the proposed technology and the process mining technique for future research.

Omni-Channel Strategies in Response to the Showrooming Phenomenon in Department Stores -A Case Study of Macy's-

A “Showrooming” phenomenon has emerged due to the rapid growth of the on-line shopping market and is associated with consumer shopping patterns. This phenomenon is resulted in new strategies such as the Omni-Channel strategy that are now being employed by the off-line retail industry to meet the needs of consumers who seek information on-line. In particular, human services provided in department stores (which still occupy an important place in the off-line retail industry) are reaching limitations in the ability to maintain consumers. This study provides basic data for the Omni-Channel strategy of domestic department stores by researching and analyzing Omni-Channel strategy cases in Manhattan. This study dissects and analyzes the “Showrooming” phenomenon and the development of the Omni-Channel strategy through a literature review as well as analyzes the Omni-Channel success case of Macy`s department store. The findings indicate that the use of the Omni-Channel strategy by Macy`s department store has solved the problem of “Showrooming,” by integrating on-line and off-line shopping to provide an efficient and convenient shopping experience for consumers. The Omni-Channel strategy offers a means for off-line stores to connect to the online shopping behavior of consumers. The results suggest the need for an organic combination of on-line and off-line distribution channels to adapt to changes in consumer shopping patterns due to a recession in the domestic market.

A Study of Omni-Channel Purchase Effect on Brand Awareness, Brand Familiarity and Reuse Intention

본 연구는 새로운 유통경로로 등장한 옴니채널에 중심을 두고 있다. 구매자는 IT 기술 및 전통적인 오프라인 소매점을 통해 정보를 탐색하고 다양한 비교를 통해 합리적인 의사결정을 실시하며 판매자는 다양한 유통채널의 확보, 판매방식 다양화, 효율적인 재고관리를 통해 상호간에 호혜성을 지닌 옴니채널을 통해 브랜드의 인지도와 친숙도를 설명하였다. 옴니채널은 구매 및 정보탐색이 하나의 경로에서 이루어지지 않기 때문에 구매자가 어떠한 브랜드와 접촉하고 상호작용을 실시하는 시간이 길어짐에 따라 어떠한 브랜드에 대한 태도를 형성하는데 판매자의 영향력이 크게 작용 할 수 있다. 이 과정에서 브랜드 인지도가 높아지고 친숙도가 발전하여 구매자로 하여금 다른 구매 의사결정을 할 때 해당 브랜드의 옴니채널 구매를 다시 사용한다는 연구모형을 수립하고 실증적으로 이를 규명하고자 하였다. 선행연구 고찰을 통해 조사 변수에 대한 조작적 정의를 실시하고 이를 구조화 하여 설문을 실시하였다. 총 481개의 자료가 수집 되었으나, 옴니채널의 사용과 관련하여 자료를 분별한 뒤 344개의 자료가 연구 분석에 사용되었다. 연구모형 검증을 위해 경로분석을 활용하였으며 실증분석을 통해 옴니채널구매 - 브랜드 인식도 및 친숙도 - 재이용의도 간의 긍정적인 유의미한 영향을 규명하였다. 이러한 통계적 분석결과를 바탕으로 경영적 시사점과 연구의 한계점을 제시하는 한편 향후 연구에 대한 제언을 실시하였다.In this study, focused on Omni-channel that recently uprising distribution path. Using Omni-channel makes purchaser searching information by using IT and traditional off-line store for compare brand and to do reasonable decision making, and Seller makes many way of distribution channel and inventory control for mutual benefits of purchaser and seller. Researcher try to explain brand awareness and familiarity through omni-channel cause it could be possible that using omni-channel is increase time of interaction while purchase process. When interaction time is longer than other way, the seller can influence to brand attitude of the purchaser. In this process, brand awareness and familiarity can developed by purchaser and it can effect on reuse decision making. So researcher try to figuring out this casual relationship, developing research model based on the literature of the preceding research analysis. Our research model design for figure out casual relationship among omni-channel purchasing, brand awareness, brand familiarity and reuse intention . 481 questionnaire survey had conducted for empirical study, 344 survey data were used for analysis except data that had missing and wrong value. The main results are as follows. First, omni-channel purchase has positive significant effect on brand awareness and brand familiarity. Second, brand awareness and brand familiarity has positive significant effect on reuse intention. Every hypothesis adopted as researcher designed. Base on empirical result, this study confirmed that omni-channel purchasing experience positive effect on brand related issues. Based on result of empirical study, researcher provide manageric implication and proposal of further research.

When Do Online Consumers Shop in an Offline Store: The Moderating Effects of Product Characteristics

This study serves as an initial attempt to demonstrate empirically how online consumers react to the offline channel extensions (i.e., opening physical stores) of e-tailers. Specifically, we examine how the attributes of offline channels influence consumer intentions to switch to offline channels and how they also lead to incremental demands on online channels. We investigate how these effects vary across highly complex utilitarian and hedonic products. The results of the study indicate that although store openings encourage online consumers to shop there when purchasing highly complex utilitarian products, the addition of offline stores results counterintuitively in incremental patronage of the online channels when consumers shop for highly complex hedonic products. This study validates the guiding role of product characteristics in designing offline channels for e-tailers and suggests that incorporating product type and complexity into the design is likely to contribute to the development of stores tailored to specific consumer segments.

A Study on the Selective Factors of the Offline Store in the Online Smartphone Era. (Focused on One-Person Households and Fast Food Restaurants)

A Study on the Selective Factors of the Offline Store in the Online Smartphone Era. (Focused on One-Person Households and Fast Food Restaurants)

Development of The Open Mobile E-commerce Platform Using 3D GIS and E-catalog

Recently, E-Commerce demands an integrated solution for online and off-line provided to customers on wired / wireless network and various mobile devices. Our E-commerce platform can use anytime, anywhere, for all consumers. And, it can take convenient and secure E-commerce service in mobile environment. So, we will implement a software platform base on the mobile environment that independent of the mobile OS. Particularly, our E-commerce platform is based on 3D GIS information for 3D electronic map. So, all user (customers) have got the more visible convenience. And, by using the e-catalog DB cloud server, off-line store operators can be built the online home-page easily. From now on our E-commerce platform based on 3D GIS can be usable at various E-commerce areas in the ubiquitous environment.

패션 상품 구매 과정에서의 다중 경로 활용과 경로별 위험 지각 차이 -대학생 성별에 따른 비교-

This study investigated consumers' multi-channel behavior for fashion product purchases and compared perceived risks by channel type. A survey involving male and female college students was conducted in the Daegu and Gyungbuk area in December 2013. A total of 400 responses were analyzed using descriptive statistics, chi-square analysis, independent sample t-test, paired t-test, factor analysis, and reliability analysis. An internet shopping mall was the most frequently chosen retailer type for fashion product purchases and information searches. In addition, respondents also preferred independent branded stores, department stores, and non-branded stores. The number of retailer types for clothing item purchases ranged from 1 to 6 and the average was 3.06. The number of retailer types was significantly higher in women groups according to gender variables. Perceived risk had the highest evaluation score for internet shopping malls. Department stores were recognized as a reliable retailer type. The construct of perceived risk was shown as similar in off-line stores such as department stores, independent branded stores, and non-branded stores. Instead, the construct was differentiated from the case of internet shopping malls. Some insightful suggestions were suggested for future research and industrial marketing plans based on the results.

라이프스타일 집단유형화에 따른 패션 광고매체 선호도

This study aimed to present marketing communication strategy for lifestyle groups. Consumers` preference on advertisement media/information source, advertisement appeal types, and on-line media use were examined by lifestyle groups. This study was executed by web survey and off-line survey. A total of 141 data was obtained and data were analyzed by PASW 18.0. Results were as follows: First, 4 types of lifestyle groups were made up by holistic approach; `price oriented`, `traditional symbolic`, `positive life`, and `open mind enjoyment`. `Positive life type` preferred every type of ads media. `Traditional symbolic type` liked magazine and `price oriented type` and `open mind enjoyment type` thought off-line store display more important. For ads appeal types, `positive life type` preferred social oriented appeal type. Every group except `price oriented type` preferred emotional appeal type and especially `open mind enjoyment type` liked the most emotional ads appeal type.

Students' Behavioral Patterns for Purchasing Their Casual Upper Garments through Online Shopping

Abstract The purpose of this study was to examine students' reasons and standards for purchasing their casual upper garments through online shopping. A questionnaire composed of 26 items in five-point Likert type (14 items for measuring reasons, and 12 items for measuring standards for their purchase) was administered. The subjects were 422 male and female students attending middle schools, high schools and colleges located in the metropolitan region of Daegu. For a statistical analysis, a 3×2 two way ANOVA design (3 levels of schools: middle school, high school and college and 2 sexes: male and female) was involved, and Turkey's HFD multiple comparisons were made. The results showed that the reasons for students' purchasing casual upper garments through online shopping malls were as follows: quality, availability of discount coupons and points, other benefits such as special promotions, gifts, the easy return of goods and refunds, and also no trial of wearing shirts even at off-line stores. Significant differences in purchasing reasons through online shopping were found among middle school, high school and college students. There were also significant differences between male and female students mostly found in three variations of purchasing reasons: ease of availability of garments in contemporary fashion, convenient shopping without any restriction on time, and the decision to purchase with help from consumers' recommendations. Significant differences among middle school, high school and college students were found in the following standards for the students' decision to purchase their casual upper garments through online shopping: affordability, color, design, style, payment safety, and ease of maintenance (cleaning and ironing). Differences between male and female students were found to be significant in the following categories: affordability, fashionable, brand name, free delivery, product quality, coordination with other clothes, and consumers' recommendations on the products concerned.Key words: online shopping(인터넷쇼핑), casual upper garments(캐쥬얼상의), behavior patterns of purchasing(구매행동패턴), reasons for purchasing(구매이유), standards for purchasing(구매시고려사항).

The Effects of Off-line Store Attribute Benefits on Customer Retention and Switching : The Mediating Effect of Commitment

최근 들어, 서비스제공자에 대한 고객몰입이 서비스 제공자와 고객과의 관계에 있어 핵심 변수로 간주되고 있다. 본 연구에서는 대표적인 오프라인 점포인 백화점, 할인점에서의 고객 유지의도와 고객 전환의도의 선행요인으로 감정적 몰입과, 계산적 몰입의 역할을 파악하는 동시에, 이 감정적 몰입과 계산적 몰입이 고객 잔존의도와 고객전환의도에 미치는 영향이 다름을 조사하였고, 또한 감정적 몰입과 계산적 몰입과의 관계 및 이 두 몰입에 영향을 미치는 변인으로 점포의 쾌락적 속성혜택과 실용적 속성 혜택의 역할을 살펴보았다. 연구의 결과는 첫째, 계산적 몰입은 감정적 몰입에 영향을 미치는 한편, 감정적 몰입과 계산적 몰입은 고객의 잔존의도와 전환의도에 유의한 영향을 미쳤으며, 특히 감정적 몰입은 고객의 잔존의도에, 계산적 몰입은 전환의도에 더욱 크게 영향을 미치는 것으로 나타났다. 둘째, 실용적 점포속성혜택은 직접적으로 감정적 몰입과 계산적 몰입에 영향을 주는 반면, 쾌락적 점포속성혜택은 계산적 몰입에는 직접적으로 영향을 미치나, 감정적 몰입에는 계산적 몰입을 매개하여 영향을 미치는 것으로 나타났다.

The Effectiveness of Customized Promotions in Online and Offline Stores

This study investigates the effectiveness of customized promotions at three levels of granularity (mass market, segment specific, and individual specific) in online and offline stores. The authors conduct an empirical examination of the profit potential of these customized promotion programs with a joint model of purchase incidence, choice, and quantity and through optimization procedures for approximately 300 conditions. They find that (1) optimization procedures lead to substantial profit improvements over the current practice for all types of promotions (customized and undifferentiated); (2) loyalty promotions are more profitable in online stores than in offline stores, while the opposite holds for competitive promotions; (3) the incremental payoff of individual-level over segment- and mass market–level customized promotions is small in general, especially in offline stores; (4) for categories that are promotion sensitive, individual-level customized promotions can lead to a meaningful profit increase over segment- and mass market–level customized promotions in online stores; and (5) low redemption rates are a major impediment to the success of customized promotions in offline stores. Optimal undifferentiated promotions should be the primary promotion program in this channel, and firms can benefit from offering a combination of optimal undifferentiated and customized promotions for suitable categories in offline stores.

Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice

Households incur transaction costs when choosing among off-line stores for grocery purchases. They may incur additional transaction costs when buying groceries online versus off-line. We integrate the various transaction costs into a channel choice framework and empirically quantify the relative transaction costs when households choose between the online and off-line channels of the same grocery chain. The key challenges in quantifying these costs are (i) the complexity of channel choice decision and (ii) that several of the costs depend on the items a household expects to buy in the store, and unobserved factors that influence channel choice also likely influence the items purchased. We use the unique features of our empirical context to address the first issue and the plausibly exogenous approach in a hierarchical Bayesian framework to account for the endogeneity of the channel choice drivers. We find that transaction costs for grocery shopping can be sizable and play an important role in the choice between online and off-line channels. We provide monetary metrics for several types of transaction costs, such as travel time and transportation costs, in-store shopping time, item-picking costs, basket-carrying costs, quality inspection costs, and inconvenience costs. We find considerable household heterogeneity in these costs and characterize their distributions. We discuss the implications of our findings for the retailer's channel strategy.