Keywords
shopping experience design
retailing trends
design thinking
marketing intelligence
user-centered design
store loyalty
How to Cite
Abstract
Retail companies today face new challenges with more intensified competition due to the accelerated pace of technological change, more sophisticated management practices, and industry consolidation. Hence, retail companies have shifted their focus from not only boosting sales but also to ways of attracting and retaining customers. This paper offers a new perspective on how to improve the performance of retail organizations by enhancing customer experience. It suggests that customer experience and use of technology are fundamental drivers of consumer loyalty. We propose a new shopping experience model based on a synergic combination of design thinking and marketing intelligence methodologies. The role of technology in customer satisfaction is also integrated into this novel approach. Based on this model, we developed a smartphone app and then applied it to a supermarket located in Monterrey, the third largest city in Mexico.We conclude that technology-based resources can contribute to improving interactions between the store and customers, supporting the latter to make decisions about purchases. However, regardless of how advanced the technology is, these solutions cannot guarantee adding high value to organizations unless an integrated context analysis is used and managers implement appropriate design strategies that factor in customer experiences.The current research has important implications for decision makers in business strategy, marketing intelligence, and strategic foresight, as well as retail practitioners.
References
Aaker D., Kumar V., Day G.S., Leone R. (2003) Marketing Research (9th ed.). New York: John Wiley and Sons.
Acosta M., Elizondo M., Molina V., García G., Ramos L. (2013) La innovación como proceso interactivo: Estudio descriptivo del sistema regional de innovación de Coahuila // Revista Internacional Administración & Finanzas. Vol. 6. P. 89-107.
Azuma R., Baillot Y., Behringer R., Feiner S., Julier S., MacIntyre B. (2001) Recent advances in augmented reality // Computer Graphics and Applications, IEEE. Vol. 21. № 6. P. 34-47.
Berman B.R., Evans, J.R. (2003) Retail Management: A Strategic Approach (9th ed.). Upper Saddle River, NJ: Pearson Education.
Brown T. (2008) Design thinking // Harvard Business Review. Vol. 86. P. 84-96.
Bustos-Reyes C.A., González-Benito Ó. (2006) Papel del formato comercial en la lealtad al establecimiento minorista // Información Comercial Española, ICE: Revista de economía. Vol. 828. P. 269-288.
Cacciolatti L., Fearne A. (2013) Marketing intelligence in SMEs: Implications for the industry and policy makers // Marketing Intelligence and Planning. Vol. 31. P. 4-26.
Capizzani M., Huerta F.J.R., Oliveira P.R. (2012) Retail in Latin America: Trends, Challenges and Opportunities (IESE Business School Study № 170). Barcelona: University of Navarra.
Clatworthy S. (2011) Service innovation through touch-points: Development of an innovation toolkit for the first stages of new service development // International Journal of Design. Vol. 5. P. 15-28.
Cross N. (1999) Design Research: A Disciplined Conversation // Design Issues. Vol. 15. № 2. P. 5-10.
DMS (2016) E-tailing and multi-channel retailing. Режим доступа: http://www.dmsretail.com/etailing.htm, дата обращения 06.06.2016.
Davis L.Y. (2013) Let us go shopping: Exploring Northwest Chinese consumers' shopping experiences // International Journal of Consumer Studies. Vol. 37. P. 353-359.
Dorman A.J. (2013) Omni-channel retail and the new age consumer: An empirical analysis of direct-to-consumer channel interaction in the retail industry (CMC Senior Theses, Paper 590). Claremont, CA: Claremont McKenna College. Режим доступа: http://scholarship.claremont.edu/cmc_theses/590, дата обращения 06.06.2016.
Euromonitor International (2015) Mexico: It’s all about the Middle Class. Режим доступа: http://blog.euromonitor.com/2015/10/mexico-its-all-about-the-middle-class.html, дата обращения 12.01.2016.
Euromonitor International (2016a) Internet Retailing in Mexico. Режим доступа: http://www.euromonitor.com/internet-retailing-in-mexico/report, дата обращения 12.01.2016.
Euromonitor International (2016b) Retailing in Mexico. Режим доступа: http://www.euromonitor.com/retailing-in-mexico/report, дата обращения 12.01.2016.
Foley A., Ferry B. (2012) Technology for people, not disabilities: Ensuring access and inclusion // Journal of Research in Special Educational Needs. Vol. 12. P. 192-200.
Gartner (2016) Facebook Commerce (F-Commerce). Режим доступа: http://www.gartner.com/it-glossary/facebook-commerce-f-commerce/, дата обращения 02.06.2016.
Gerritsen B.H., Soilen K.S., De Visser P.B., Hoogreef P.J., Hulst K., Janssen M.L., Horselenberg L., Van Dijk R.R., Consenheim E. (2014) Social media coming to the mall: A cross-channel response // Product development in the socio-sphere: Game changing paradigms for 21st century breakthrough product development and innovation / Ed. D. Shaefer. New York: Springer International Publishing. P. 169-235.
Grewal D., Levy M., Kumar V. (2009) Customer Experience Management in Retailing: An Organizing Framework // Journal of Retailing. Vol. 85. P. 1-14.
Herring L., Wachinger T., Wigley C. (2014) Making stores matter in a multichannel world // Perspectives on retail and consumer goods. № 3. Р. 4-12.
Hu B. (2014) Linking business models with technological innovation performance through organizational learning // European Management Journal. Vol. 32. P. 587-595.
IDS (2010) Bootcamp bootleg. Stanford, CA: Institute of Design at Stanford.
Jacobs H. (2013) Co-innovation through multiple social identity processes // European Business Review. Vol. 25. P. 42-64.
Jenster P., Solberg S.K. (2009) Market intelligence: Building strategic insights. Køge, Denmark: Copenhagen Business School Press.
Klaus P., Maklan S. (2013) Towards a Better Measure of Customer Experience // International Journal of Market Research. Vol. 55. P. 227-246.
Kotler P., Armstrong G. (1994) Principles of Marketing. Upper Saddle River, NJ: Prentice Hall.
Levy M., Weitz B. (2012) Retailing Management. New York: McGraw-Hill, Irwin Publishers.
Lewrick M., Williams R., Omar M., Tjandra N., Lee Z. (2015) Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers and Supporters // Successful Technological Integration for Competitive Advantage in Retail Settings / Ed. E. Pantano. Hershey, PA: IGI Global. P. 239-268.
Manyika J., Chui M., Bisson P., Woetzel J., Dobbs R., Bughin J., Aharon D. (2015) The Internet of Things: Mapping the Value beyond the Hype. McKinsey Global Institute. Режим доступа: https://www.mckinsey.de/sites/mck_files/files/unlocking_the_potential_of_the_internet_of_things_full_report.pdf, дата обращения 09.06.2016.
Martos-Partal M., González-Benito Ó. (2013) Studying motivations of store-loyal buyers across alternative measures of behavioural loyalty // European Management Journal. Vol. 31. P. 348-358.
Mell P., Grance T. (2011) The NIST definition of cloud computer. Gaithersburg, MD: National Institute of Standards and Technology.
Meyer C., Schwager A. (2007) Understanding customer experience // Harvard Business Review. Vol. 85. P. 117-126.
Miller M. (2014) How Walmart uses technology to connect online. Режим доступа: http://forwardthinking.pcmag.com/none/324483-how-walmart-uses-technology-to-connect-online-retail, дата обращения 13.07.2015.
Moon H., Miller D., Kim S. (2013) Product design innovation and customer value: Cross-cultural research in the United States and Korea // Journal of Product Innovation Management. Vol. 30. P. 31-43.
Nadiri H. (2011) Customers' zone of tolerance for retail stores // Service Business. Vol. 5. P. 113-137.
Obeng E., Prescott J., Hulland J., Gilbert R., Maxham III J. (2015) Retail capability systems // AMS Review. Vol. 5. P. 103-122.
Parasuraman A. (1996) Understanding and leveraging the role of customer service in external, interactive and internal marketing // Journal of Service Research. Vol. 2. № 4. P. 307-320.
Parasuraman A., Grewal, D. (2000) The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda // Journal of the Academy of Marketing Science. Vol. 28. P. 168-174.
Paul J., Sankaranarayanan K.G., Mekoth N. (2016) Consumer satisfaction in retail stores: Theory and implications // International Journal of Consumer Studies (online version published before inclusion in an issue). Режим доступа: http://onlinelibrary.wiley.com/doi//abstract, дата обращения 14.06.2016. DOI: https://doi.org/10.1111/ijcs.12279
Pere E., Rodríguez-Salvador M., Maspons-Moch R. (1999) Mapas tecnológicos y oportunidades de mercado // Proceedings of the VIII Seminario bianual latinoamericano de gestión tecnológica ALTEC, Valencia, Spain. Р. 318-325.
Petermans A., Janssens W., Cleempoel K. (2013) A holistic framework for conceptualizing customer experiences in retail environments // International Journal of Design. Vol. 7. P. 2-18.
Ramanan J., Ramanakumar K. (2014) Trends in retail // International Journal of Business and Management Invention. Vol. 3. P. 31-34.
Safdari Ranjbar M., Tavakoli G.R. (2015) Toward an inclusive understanding of technology intelligence: A literature review // Foresight. Vol. 17. № 3. P. 240-256.
Schneider J., Stickdorn M. (2011) This is service design thinking. New Jersey, NJ: John Wiley and Sons Publishers.
Shankar V., Inman J., Mantrala M., Kelley E., Rizley R. (2011) Innovations in shopper marketing: Current insights and future research issues // Journal of Retailing. Vol. 87. P. 29-42.
Sharma A., Stafford T. (2000) The Effect of Retail Atmospherics on Customers' Perceptions of Salespeople and Customer Persuasion: An Empirical Investigation // Journal of Business Research. Vol. 49. P. 183-191.
Sharma M., Chaubey D. (2014) An empirical study of customer experience and its relationship with customer satisfaction towards the services of banking sector // Journal of Marketing and Communication. Vol. 9. P. 18-27.
Sirohi N., McLaughlin E., Wittink D. (1998) A model of consumer perceptions and store loyalty intentions for a supermarket retailer // Journal of Retailing. Vol. 74. P. 223-245.
Verganti R. (2008) Design, meanings, and radical innovation: A metamodel and a research agenda // Journal of Product Innovation Management. Vol. 25. P. 436-456.
Verhoef P., Lemon K., Parasuraman A., Roggeveen A., Tsiros M., Schlesinger L. (2009) Customer Experience Creation: Determinants, Dynamics and Management Strategies // Journal of Retailing. Vol. 85. P. 31-41.
Vianna M., Vianna Y., Adler I., Lucena B., Russo B. (2011) Design Thinking: Business Innovation. Rio de Janeiro: MJV Press.
Zeithaml V. (1988) Consumer perceptions of price, quality and value: A means ends model and synthesis of evidence // Journal of Marketing. Vol. 52. P. 2-22.
This work is licensed under a Creative Commons Attribution 4.0 International License.