Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped display

Duong, Van Chien; Sung, Billy; Barber, Matthew D.; Regolini, Emma; Teah, Min

doi:10.1080/21639159.2022.2033131

Cited by 1 publication

(2 citation statements)

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“…Specifically, large TPSs often have their own brand stores (or authorized stores by the brand owner), which are large in scale and provide a wide range of products. Their investments in marketing and after-sales services are relatively high, helping TPSs gain a lot of resources or experience (Kozinets et al, 2002;Arrigo, 2018;Duong et al, 2022). Thus, these large TPSs can better understand their own consumers and have gradually formed a certain scale and influence.…”

Section: Seller's Types and Their Strategies On Online B2c Platformsmentioning

confidence: 99%

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Pay more attention to consumers: exploring customer acquisition strategies of large third-party sellers on e-B2C market

Li,

Wu,

Huang

et al. 2024

IMDS

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PurposeThis study develops an empirical framework to address how large third-party sellers (TPSs) can apply customer acquisition strategies to improve their performance in consumers’ person-goods matching process and how the platform firm’s similar strategies moderate the effects of TPSs’ strategies.Design/methodology/approachUsing data collected from the top ten TPSs from a Chinese e-commerce platform, the fixed effect model is used to validate the conceptual model and hypotheses.FindingsThe study results show that both market detection strategy and matching optimization strategy can help large TPSs improve their sales performance. Moreover, the similar market detection strategy applied by the platform firm weakens the effect of large TPSs’ customer acquisition strategies, while the similar matching optimization strategy applied by the platform firm strengthens the effect of large TPSs’ customer acquisition strategies.Originality/valueThis study provides firsthand evidence on the performance of large TPSs’ and the platform firm’s strategies. It demonstrates the effectiveness of large TPSs’ market detection strategy and matching optimization strategy, which can be adopted to meet consumers’ search and evaluation motivations in their person-goods matching process respectively. Moreover, it identifies the role of platform firms by showing the moderating effect of similar strategies adopted by the platform firm on the effect of large TPSs’ customer acquisition strategies.

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Section: Seller's Types and Their Strategies On Online B2c Platformsmentioning

confidence: 99%

“…Their investments in marketing and after-sales services are relatively high, helping TPSs gain a lot of resources or experience (Kozinets et al. , 2002; Arrigo, 2018; Duong et al. , 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%