Readings & Assignment Case Summary for Retail & Omnichannel Marketing (All Papers (Mandatory + Optional) + Team Assignment Case 1 and 2)

SUMMARY OF ALL READINGS
INCLUDING OPTIONAL AND MANDATORY READINGS .


Note: Week 3 and 6 are Assignment presentation weeks, hence no lectures or readings.




E n h a n c e d w i t h a d y n a m ic t a b le o f c o n t e n t s .

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Table of Contents
Week 1............................................................................................................... 6
Reading 1: Loyalty Formation for Different Customer Journey Segments ....... 6
Reading 2: Online and offline retailing ............................................................ 9
Reading 3: The impact of digital transformation on the retailing value chain
..................................................................................................................... 11
Reading 4: Towards the identification of customer experience touch point
elements ....................................................................................................... 14
Week 2............................................................................................................. 17
Reading 5: Hedonic shopping motivations .................................................... 17
Reading 6: Shopper-Facing Retail Technology............................................... 20
Reading 7: The Interplay Among Category Characteristics, Customer
Characteristics, and Customer Activities on In-Store Decision Making.......... 24
Week 4............................................................................................................. 29
Reading 8 – Assortment: Consumers’ Perceptions of the Assortment Offered
in a Grocery Category: The Impact of Item Reduction .................................. 29
Abstract / Key Takeaway (in-short) ............................................................ 29
Reading 9 – Assortment: How does assortment affect grocery store choice?
..................................................................................................................... 31
Abstract / Key Takeaway (in-short) ............................................................ 31
Key Takeaways (in-depth) .......................................................................... 31
Reading (not for exam) – Useful for Assignment 2 on assortment: How Many
Versions of a Product Do Consumers Really Want? ...................................... 33
Key Findings: .............................................................................................. 33
Reading (not for exam) – Useful for Assignment 2 on assortment: Which
products should you stock? .......................................................................... 34
Key Findings: .............................................................................................. 34
Week 5............................................................................................................. 35
Reading 10 – Promotion: Is 75% of the Sales Promotion Bump Due to Brand
Switching? No, only 33% Is ........................................................................... 35
Abstract / Key Takeaway (in-short) ............................................................ 35

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Key Takeaways (in-depth) .......................................................................... 35
Reading 11 – Price: New Empirical Generalizations on the Determinants of
Price Elasticity ............................................................................................... 36
Abstract / Key Takeaway (in-short) ............................................................ 36
Key Takeaways (in-depth) .......................................................................... 36
Reading 12 – The Good-Better-Best Approach to Pricing .............................. 40
Week 7............................................................................................................. 44

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Week 1
Reading 1: Loyalty Formation for Different Customer Journey Segments
Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty formation for
different customer journey segments. Journal of Retailing, 95(3), 9-29.




Customer Journey segments are homogenous groups of customer with a similar
touchpoint usage during the customer journey.
Definitions from article:
• Customer journey is the customer’s search and purchase usage of all
online and offline touchpoints from various sources, including retailer-
owned, competitor-owned, and additional touchpoints.
• One of the major goals of customer experience management is to design
journeys that induce short-term sales and long-term customer loyalty.
(Homburg, Jozic, and Kuehnl, 2017)
• Customer loyalty is a customer’s intention to engage again in a journey of
touchpoints provided by a given retailer and to transit from post-purchase
to repurchase at this retailer. (Homburg et al., 2017; Court et al., 2009)
• Customer loyalty is formed through customer experience encompassing
three components:
o Product satisfaction: the evaluation of the purchased product as an
outcome of the journey.
o Journey satisfaction: customers’ processing of stimuli encountered
during the journey, leading to global affective evaluation of it.
▪ Associated with consistent experience across touchpoints
o Customer inspiration: customer’s cognitive transformation of
stimuli encountered during the journey, leading to new cognitive
insights.
▪ Based on sensations of novelty

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• Insights on Mobile Devices:
o Mobile usage is becoming more important in today’s customer
journeys (Verhoef et al. 2017).
o Moving from a mobile device to a desktop increases conversion (de
Haan et al., 2018; Xu et al., 2016).
▪ Both studies suggest mobile devices are mainly used for
search and that they are important journey starters.
• Segments found in this study:

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• Journey Patterns in the segments:




• Predicted importance of the 3 components of Customer Loyalty:




• Managerial implication to serving CJ segments:

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Reading 2: Online and offline retailing
Ratchford, B., Soysal, G., Zentner, A., & Gauri, D. K. (2022). Online and offline retailing: What we know
and directions for future research. Journal of Retailing, 98(1), 152-177.




Findings from literature review done by Ratchford et al. (2022):
• Relationship between Online and Offline Retail Channels




• The Impact of E-Commerce on Consumer Behavior

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• The Impact of Big Data on Retailing




• The Impact of Digitization on Retail Outcomes




• The Impact of E-Commerce on Sales Concentration




• The Impact of E-Commerce & Platforms on Pricing




• Management of Product Returns across Online and Offline Channels