Smart Shoppers Research Articles

Exploring channel switching in the aftermath of the Covid-19 pandemic: Are shoppers all driven by the same motivations?

PurposeThe pandemic impacted consumers' shopping processes, leading them to approach the online channel for grocery shopping for the first time. The paper contributes to the retailing literature by identifying different grocery shopper segments willing to switch online moved by heterogeneous motivations. Integrating the technology acceptance model 2 (TAM-2) and the protection motivation theory (PMT), this study identifies technology-related and Covid-related motivations jointly impacting channel switching.Design/methodology/approachA mixture regression model was estimated on the 370 valid questionnaires, filled out by Italian shoppers, delivering four internally consistent segments.FindingsThe results reveal the existence of four segments willing to switch towards the online channel for grocery shopping in the aftermath of the pandemic. Utilitarian shoppers would switch online as they consider the online channel useful and easy to use. Responsive shoppers will prefer the online channel driven by the fear of being infected in-store. Novel enthusiasts show interest in the online channel to not catch the virus and cope with emotional fear, although they consider online shopping as an enjoyable and useful activity as well. Smart shoppers consider online shopping as an easy-to-use alternative for their grocery purchases.Originality/valueThis paper identifies technology-related and Covid-related motivations jointly impacting shoppers' channel switching to online and presents a novel method – i.e. mixture regression – allowing for the identification of shopper segments motivated by different reasons, both emotional and utilitarian, to switch towards the online channel for their grocery shopping. Among other motivations, the fear of Covid-19 is identified as a relevant motivation to switch to online.

Morning deals make me feel smart: Consumer evaluations of online sales promotions differ by time of day

Technological advances have allowed companies to reach consumers 24 h a day, but a challenge in making use of consumers’ time of day exists. The present research investigates the effect of time of day on consumer evaluations of bonus pack and free gift promotions. Results from four studies reveal that consumers perceive bonus packs as more favorable than free gifts in the morning but not in the afternoon. Consumers’ self-perception as smart shoppers is identified as the psychological process explaining this discrepancy. A new perspective in understanding consumers’ dynamic time-bound evaluations of sales promotion and managerial implications for designing, targeting, and communicating nonmonetary promotions are discussed.

Shoppers’ logistics activities in omni-channel retailing: A conceptualisation and an exploration on perceptual differences in effort valuation

The omni-channel shopping system reshapes transport-, mobility- and logistics-related paradigms which create channels for shoppers' participation. By ‘insourcing’ and ‘outsourcing’ logistics activities from/to logistics service providers, shoppers are now becoming ‘smart shoppers’ or even ‘extended employees’ in the omni-channel system. Against this background, this study aims to establish a comprehensive framework of shoppers' logistics activities in omni-channel shopping, focusing on the dimensional structure and perceptual differences in shoppers' effort valuations. To achieve the research aim, an exploratory factor analysis is employed to examine the dimensional structure of shoppers' logistics activities. Subsequently, a scenario-based experiment is designed to explore the impacts of product characteristics on shoppers' effort valuations. A survey instrument is used for data collection. The findings reveal four dimensions of shoppers' logistics activities, which are labelled as information gathering, integrated shopping experience, intellectual activities for delivery, and physical activities for delivery. Value, nature and functionality of the product are found to influence shoppers' effort valuations to different degrees. To conclude the research, seven propositions and a summary schema are provided. This study contributes to the literature by revisiting the concept of consumer logistics where we argue for its emerging relevance/importance in omni-channel retailing. Our contribution also lies in the establishment of the much-needed structure in the research field of shoppers' logistics. Our study also provides practical implications concerning urban freight transportation management by channelling logistics resources of end-consumers into co-creating last-mile logistics.

The thrill of a smart purchase: Does country matter?

AbstractThe purpose of this article is to investigate the relationship of Schwartz's theory of basic individual values to smart shoppers' predisposition to purchase store brands, considering the mediating role of the smart shopper self‐concept and the moderating role of the country of origin. After an initial qualitative analysis, survey data were collected from a sample of 868 shoppers in four western countries (Spain, France, Germany and the United States). Then, a series of statistical estimations was developed through structural equation modelling. The results of these sequential models showed metric equivalence, providing a basis for generating valid comparisons among the four countries. The final findings corroborate the idea that the individual's value structure has a direct and positive effect on the smart shopper self‐concept and that this effect in turn influences the shopper's attitude towards store brands. The results also show that although the dimensions of the buyers' value structures are cross‐country invariant, the set of values that best define smart shoppers differs significantly by country. Mixed results are found when the relationship between the smart shopper self‐concept and the attitude towards store brands is analysed for each individual country. These outcomes offer international retail managers guidance on how to best stimulate smart shoppers' positive responses towards store brands.

The Effect of Smart Shopper Self-Perceptions On Word-Of-Mouth Behaviors in the Loyalty Reward Program Context

Loyalty reward members who redeem their reward points for materials/experiences may perceive themselves as “smart shoppers.” The purpose of this study is to illustrate the effect of smart shopper self-perceptions on word-of-mouth behaviors and to demonstrate emotional attachment as the mechanism underpinning such an effect. Study 1 used a recall-based survey and showed that smart shopper self-perceptions are positively associated with emotional attachment to redeemed products. Using cross-country data, Study 2 utilized a scenario-based experiment and showed that the effect of smart shopper self-perceptions on emotional attachment is greater with experiential (vs. material) products. Using a recall-based survey, Study 3 revealed that emotional attachment mediates the effect of smart shopper self-perceptions on word-of-mouth behaviors. Given the prevalence of redeeming experiential products, such as hotel stay and air travel, social media managers may need to monitor online platforms where loyalty reward program members post reviews about their redemption experiences (e.g., the Points Guy).

TARGETING SMART SHOPPERS: A CROSS-COUNTRY MODEL

The purpose of this article is to provide a robust and consistent cross-country measurement of the smart-shopper self-concept. Drawing on existing single-country studies, our work extends research by validating a pioneer cross-country scale that measures the smart-shopping mechanism in a holistic manner. Survey data were collected from 1,233 shoppers from six different Western countries. Cross-country equivalence was assessed using multigroup confirmatory factor analysis using configural, metric, and factor variance invariance tests. The results indicate that the smart-shopper self-concept is a second-order construct comprising two dimensions: smartshopper-attributed behavior and smart-shopper feelings. Our findings also reveal that consumers in the different countries exhibit different degrees of smart-shopper self-concept and differ in their perceptions of the affective and behavioral responses generated during a smart purchase process. Marketing practitioners looking to target smart shoppers across multiple countries could build on the findings of this study to develop effective international segmentation and positioning strategies.

Digimums' online grocery shopping: the end of children's influence?

PurposeThis paper investigates children's influence on their mothers' online grocery shopping. As virtual shopping does not provide instant gratification, the authors explore how children between the ages of 7 and 11 are involved in the online purchasing process (before, during and after the purchase) with their digital mothers (digimums).Design/methodology/approachWe collected qualitative data from 27 separate semi-structured interviews of mothers and their children.FindingsChildren's influence during the online buying process exists and can be active, passive and/or proactive. The findings extend knowledge about children's influence by adding the notion of proactive influence where children use an intended approach to anticipate their mother's needs for grocery shopping and take initiatives. Children use less impulsive requests and become smart shoppers using more rational arguments to explain their requests. The online buying process contributes to children's online socialisation: They learn the importance of the shopping list, prices, discounts, brands and so on. Online socialisation at home might take the physical form of using digital devices (i.e. scanning) and entering the credit card code, which contributes to the children's learning.Originality/valueOnline buying virtualises children's relationship to objects, and the screen acts as a kind of filter. This makes their influence strategy less emotional and corporeal and more rational (smart shopper).

Feeling Confident and Smart with Webrooming: Understanding the Consumer's Path to Satisfaction

The multichannel marketing literature consistently shows that consumers who use multiple channels in their purchase journeys are more satisfied, loyal, and can be more profitable, than single-channel consumers. However, there is little research investigating how specific channel combinations affect the customer experience. Recognizing that webrooming (research products online, purchase offline) is the prevalent form of cross-channel shopping, this paper examines its influence on the consumer's search process satisfaction. The results of three studies combining qualitative, survey, and experimental methods show that webrooming leads to more satisfaction than showrooming behaviors. Furthermore, we find that webrooming makes consumers feel more confident and like “smart shoppers.” Both factors subsequently determine satisfaction. Perceptions of money savings also affect search process satisfaction. Importantly, saving time and/or effort during the purchase process (convenience) has no influence on satisfaction with cross-channel shopping. The results are robust across shopping motivations and product categories. Theoretical implications and proposals for effective channel integration are offered.

How individual value structures shape smart shopping experience and brand choices: an international perspective

This study explores the extent to which smart shopping, and particularly its effect on consumer attitudes towards store brands and national brands, is influenced by consumers' cultural values. Our conceptual model, based on Schwartz's value framework, was tested with a survey that sampled 1272 shoppers from six different countries (USA, UK, France, Germany, Italy and Spain). According to the results, the values that individuals acquire in their cultural environment significantly influenced their smart-shopper self-concept. Additionally, there were cross-country differences in consumers' value frameworks. As expected, smart shoppers' self-concept influenced their attitude towards both store brands and national brands, but was less influential in the former's case. These results have important implications for international marketing scholars and practitioners, especially regarding strategic aspects such as segmentation, positioning, and major communication strategies.

Mobile shopper typology: a shopping motive-based clustering approach to discovering differences in shopping patterns along the mobile path-to-purchase

Since m-shopping has gained widespread popularity in society, it has become mainstream in many parts of the world. Consumers not only use mobile devices during their entire path-to-purchase in and around the brick-and-mortar business, but they also increasingly make direct internet purchases with their mobile devices. Consequently, one can expect the shopping behaviour of consumers to be diverse. Therefore, based on a typology approach, this study provides a detailed insight into the different buying routines of m-shoppers. Using a sample of 799 consumers, in a first step this study extracts and verifies three m-shopper clusters: while motivated shoppers and casual shoppers are located at the extremes of the cluster profiles, smart shoppers are somewhere in the middle. Then, in a second step, the empirical findings reveal further significant differences between all three m-shopper types in terms of their individual path-to-purchase, thereby confirming diverse consumption patterns where the m-channel is used.

Smart Shoppers’ Purchasing Experiences: Functions of Product Type, Gender, and Generation

<p class="StyleBodytextSS11pt">Today’s consumers want to feel smart while shopping by minimizing the costs associated with shopping trips (e.g., time, effort, or money) and maximizing the benefits (e.g., convenience, ease, or finding the right product). This study examined whether smart purchasing experiences (i.e., effort and time saving, money saving, and making the right purchase) differ by product type, gender, and generation, after adjusting to the same levels of search and planning that were made before purchasing. Using 1474 respondents drawn by an online consumer panel, a series of ANCOVAs along with MANCOVA revealed that members of different genders and generational cohorts, when purchasing different product types, demonstrate distinct smart shopping purchase experiences in terms of saving time/effort, saving money, and making the right purchase. Specific suggestions are made for marketers to target each consumer and product group.</p>

Psychographics of comparison shoppers

Purpose – The purpose of the paper is to identify the psychographics of comparison shoppers. How do comparison shoppers differ from their counterparts? This question has remained unaddressed in extant literature. Design/methodology/approach – Two separate surveys of convenience samples of consumers were used to identify comparison shoppers and non-comparison shoppers and their profiles. Findings – Comparisons shoppers enjoyed shopping more and were on a tight budget. They also saw themselves as smart shoppers compared to their counterparts. However, non-comparison shoppers did not lack in buying gratification, decision confidence or satisfaction with their choices. Both groups were also at par on achievement orientation, optimism, spirited living and happiness. Research limitations/implications – Findings of differences are important: comparison shoppers do not find the shopping task stressful, instead they enjoy shopping more. The findings of no difference are even more important: the act of engaging in comparison shopping did not, in and of itself, heighten (nor lessen) the decision confidence, consumption pleasure, optimism or happiness. Practical implications – Given that comparison shoppers are just as optimists and achievement oriented, their self-esteem is likely just as high, and, as such, they would expect to be treated with respect. Thus, even low-service, value-priced stores need to make shopping hassle free, pleasant and respectful. Originality/value – Comparison shopping has not been studied before as a focal construct. The present paper contributes by identifying important psychographic traits of comparison shoppers, both those that separate them from their counterparts and those that unite them.

Smart grocery shopper segments

ABSTRACTThis study segments grocery shoppers seeking to maximize shopping value and minimize the investment of time, money, and effort. The literature lacks investigations of grocery shoppers based on shopping activities; therefore, this study aims to fill the gap. Data were obtained from 751 respondents who recently made a smart grocery shopping purchase. The cluster analysis to segment grocery shoppers yielded three types: spontaneous smart shoppers, apathetic smart shoppers, and involved smart shoppers. The segments differ across generational cohorts, consumer characteristics, postpurchase evaluations, and shopping values. Conclusions can assist marketers in tailoring their strategies for each segment.

Smart shoppers? Using QR codes and ‘green’ smartphone apps to mobilize sustainable consumption in the retail environment

AbstractSmartphone‐based mobile advertising is a promising marketing vehicle, especially in retail and point‐of‐purchase environments, yet we still do not know enough about what motivates consumers to turn to mobile advertising. This is particularly true of new forms of mobile advertising, like quick response (QR) codes, which rely on pull‐based approaches, rather than push‐style advertising. The study clarifies this omission by exploring various antecedents that encourage consumer use of mobile advertising. Relying on the uses and gratifications approach as a theoretical framework, this study tests three antecedents of new media adoption: institutional trust, involvement and market mavenism. Data are drawn from a representative sample of 401 American adults and their willingness to use QR codes in shopping environments within the context of purchasing sustainable products. The data were analysed using ordinary least squares regression. Results indicate government trust, buycotting and market mavenism are positively related to consumers' willingness to use mobile phone‐based QR code advertising whereas corporate trust is negatively related. The results offer important theoretical and managerial implications: first, there is a need to include broader institutional trust variables in the uses and gratifications framework of new media use; second, QR code content should be carefully crafted to provide meaningful, usable information for involved consumers; and third, market mavens' tendency to share information should be harnessed by providing QR code content that is relevant, interesting and easily passed on to other consumers.

Les smart shoppers : profils et reactions de ces acheteurs « malins » face à des réductions de prix immédiates

Résumé L’objectif de cette recherche est de dresser un profil actuel des smart shoppers pour des produits d’achats courants et de différencier les réactions en magasins (perceptions et comportements) de ces acheteurs « malins » face à des réductions de prix immédiates, de celles des autres acheteurs, notamment des acheteurs utilitaires. L’expérimentation menée dans un magasin laboratoire confirme que les smart shoppers prêtent plus attention aux promotions-prix et achètent plus de produits en promotion que les autres acheteurs. Ils seraient toutefois plus réactifs au signal promotionnel qu’au bénéfice économique réel dans la mesure où ils ont les mêmes réactions face à des réductions de prix faibles versus fortes.

Transitioning to Dynamic Pricing

With the advent of the smart grid, dynamic pricing is receiving increasing interest by state commissions throughout North America as a means of enhancing economic efficiency by reducing the need for expensive peaking capacity. But several barriers stand in the way of its rapid deployment. As noted by MIT's Paul Joskow in a recent discussion of the economics of climate change, On the demand side there are relatively low cost ways to reduce electricity consumption by increasing energy efficiency in building, lighting, heating, ventilating, air conditioning and other equipment. That's why getting the retail price signals right is important and why muting them with regulation based on traditional cost of service models is inconsistent with promoting adoption of economical energy efficiency opportunities. While the rate design process (in conjunction with the revenue requirements process) in principle results in utility recovery of all prudent costs, it provide sufficient incentives to utilities to pursue energy efficiency and demand response programs at a level commensurate with state and federal goals. A review of default rate designs across the continent reveals that prices paid by customers do not reflect the scarcity of capacity to produce energy at various times of day. There is a lack of recognition that the default rates embody a hedging or risk premium which insulates customers from price volatility and eliminates any incentive that they would otherwise have for moving to dynamic pricing tariffs. In addition, customers lack the information to become smart shoppers. Policy makers have bought into a viewpoint espoused by defenders of the status quo that customers are averse to being placed on dynamic pricing tariffs, since not only will they face price volatility but they may also pay higher bills. This is contradicted by evidence from fifteen recent pilots with dynamic pricing, which clearly showed that once customers experienced a dynamic tariff, not only did they understand and respond to the price signals, they also overwhelming preferred dynamic tariffs to their conventional hedged rate form. The experiments also showed that a well-thought out customer education program is needed to sustain customer response. In order to make a transition to dynamic pricing, a new framework is needed to develop innovative rate designs.

Behavior: Smart shoppers use unconscious tactics

Behavior: Smart shoppers use unconscious tactics

Local Board Chair Perspectives on Reform in North Carolina: State Decentralization as a Challenge for District Leadership

Investigators interviewed 16 local board chairs in North Carolina to glean their perspectives toward the ABCs legislation, a landmark reform package. We also assessed whether these chairs demonstrate the ability to conceptualize school policy within larger systemic policy frameworks. Two themes comprised our analysis of chair perspectives. First, our chairs reverberated the ubiquitous “dissatisfaction with government.” Because the state bureaucratic machinery over the previous 15 years had not improved schools to the satisfaction of their clientele, the forthcoming autonomy for districts promised by the ABCs was viewed as a much-welcomed breath of fresh air for the local agency. Our second theme provided a paradox between centralization and decentralization forces within state policy. Decentralization meant loss of political protection traditionally provided by the state bureaucratic apparatus in Raleigh. This lack of organization buffering threatened to tilt the playing field in favor of parents as “smart shoppers” organized into self-interest groups over poorer parents lacking in political influence; in favor of larger districts over smaller districts in terms of district-level resources; and in favor of wealthy districts over poorer districts at least in terms of local ability to raise tax revenue. Five of these 16 chairs exhibited systemic thinking and positioned school reform within larger conceptual frameworks (community colleges, social agencies, and public attitudes toward marketplace competition). Casting reform as a vague dissatisfaction with the status quo, the other 11 chairs exhibited far less systems thinking. This assessment casts some doubt as to their leadership capacity in dealing with this study's emerging hypothesis: The very autonomy that systemic decentralization provides localities makes them potentially vulnerable to local activism across a state's political landscape and may result in inequities for certain groups.

Smart Shoppers Tours: Outcome Evaluation

Smart Shoppers Tours were offered to mothers on limited incomes in southeast Dallas in 1995–96. Based on focus group data and the Food Guide Pyramid, the series of three tours was designed to increase the purchase of healthy foods by mothers on limited incomes. Based on the Theory of Planned Behavior and Self-Efficacy Theory, the strategies addressed attitudes, self-efficacy, and knowledge in peer-led tours to foster an intent to purchase healthier foods leading to improved food purchasing behaviors, including use of the nutrition label and unit price. The objective of the outcome evaluation was to measure changes in each construct mentioned above. A questionnaire measuring each of these aspects was administered at ticket issuance and approximately 2 months later. Pre-tour data are available on 557 individuals, 242 of whom attended tours; post-tour data are available on 114. When pre- and post-tour data were compared, knowledge and skill increased, attitudes regarding purchasing healthy foods on a limited income improved, and intent to purchase healthy foods increased. Self-reports and a home food inventory suggest improved food purchasing. Based on structural modeling, a path model that resembles but is not identical to the Theory of Planned Behavior and Self-Efficacy Theory is suggested.

Reaching Limited Income Mothers with Smart Shoppers Tours

LEARNING OUTCOME: Consortium, Dallas TX To describe facilitators and barriers to low income mothers attending supermarket nutrition toursA series of three supermarket nutrition tours for mothers receiving federally funded food assistance in southeast Dallas was piloted in the spring of 1995 and implemented in 1995-1996. A key question was “Will the target audience come to the supermarket for scheduled tours?” Marketing strategies used were: focus groups, limited incentives, and distribution of tickets at the WIC Clinic, Food Stamp office, and community locations. From October, 1>95 to March, 19%, 370 numbered tickets were issued. The numbers offered the tour, taking a ticket and attending the tours were tracked. Attending (A) and non-attending (NA) ticket takers were linked to written survey data gathered at ticket issuance. The survey included demographic information, nutrition knowledge, attitudes and shopping habits. Among WIC participants, 32% of those approached accepted a ticket. Approximately one third of these amended at least one tour. (One in nine WIC participants will attend at least one tour after one invitation.) At the Food Stamp office, one in five took a ticket and one in ten of those attended a tour. The attendance rate was highest for intact groups, such as a diabetes class. A barrier to ticket taking the daytime tour schedule. Barriers to tour attendance included illness, weather and transportation. Facilitators included: an optional means of participating in WIC nutrition education, a social opportunity with a friend, incentives and use of peer workers. Statistical analysis revealed no major difference between A and NA. Supermarket nutrition tours can reach a portion of mothers with limited income, largely through marketing in existing programs and allowing the tour to substitute for another required activity.(The project was funded, in put, through Cooperative Agreement Number 58-3190-4449 with the Food and Nutrition Service, U.S. Department of Agriculture [FCS, USDA]. The opulent or conclusion expressed herein do not, however, necessarily reflect those of the FNS, USDA).