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Customer experience in retailing (concepts (customer experience (customer…
Customer experience in retailing
concepts
customer experience
every point of contact at which the customer interacts with the business, product, or service.
customer experience management
Verhoef et al 2009
influencing factors
within retailer control
service interface
retail atmosphare
assortment
price
outside retailer control
influence of others
purpose of shopping
definition
holistic involving customer cognitive, affective, emotional, social and physical responses to the retailer
Puccinelli et al. (2009)
framework of research domains influencing consumer experience
goals, schemas and information processing
memory
encode retain and retrieve information
encoding depends on the level of processing which are influenced by factors such as motivation, opportunity and ability
strategy
utilize memory research to devise strategies in order aid consumers making quicker associations
example
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involvment
attitudes
affect
atmospherics
factors
social features
design
ambience
research topics
self-serving technologies
negative effect on employee morale
sociability of retail employees
influence of other consumers on the shopper experience
consumer compatibility management
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consumer attributions and choices
decision-making stages
need recognition
information search
evaluation
purchase
post-purchase
customer experience management
a business strategy designed to manage the customer experience
represent a strategy that result in a win-win value exchange between the retailer and its customers
sections
Marco factors that affect retailers and customer experience
2008
changes in consumer behaviour
search for value
sopping more carefully and deliberately
strategies
lower prices
H&M, wall-mart
expand assortment of private label offerings
co-branding
moving beyond the idea of privat lable as being only low price alternatives
retailer customer experience
retail drivers
definition
firm controlled factors that influence consumer experience
types
promotion experience
different interests
manufactures are interested in using promotions to enhance performance of its brands, whereas the retailer is interested in enhancing its own performance
forms
price promotions
loss leaders
a pricing strategy where a product is sold at a price below its market cost
in-store displays
cherry picking
minor impact on retailer profits
national brands vs private-label brands
promotion of national brand attracts more attention of customers
promotion of private brands are common because they grant the store a higher margin
gaps
pricing experience
importance of setting the "right" price
too low
may signal low quality, poor performance or other negative attributes
too high
customer view it as poor value
store price image
results from a numerosity heuristic
greater number of low-priced products = lower price image among knowledgeable consumers
interaction between pricing and competitive effects
loss leaders
gap
how loss leaders relate to sales of non-promoted items as well as profitability
format blurring or scrambled merchandising
when a retail business offers a mix of unrelated products that do not reflect the company's original focus
category management
the focus of the profitability of an entire product category rather than individual brands
price promotions
compementaries
merchandise and bran experience
the challange of ´getting the right merchandise in the right quantaties to the right stores at the time that customer whants it
frameworks
Mantrala et al (2009)
Product Assortment Planning decision (PAP)
strategic decisions
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Constraining decision space
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supply chain management experience
location experience
marketing financial metrics
introduction
relevance
retailing research has a long history and high regard in the marketing field
increased importance in the current market environment