Store of the future: Towards a (re)invention and (re)imagination of physical store space in an omnichannel context

Alexander, Bethan; Cano, Marta Blázquez

doi:10.1016/j.jretconser.2019.101913

Cited by 91 publications

(81 citation statements)

References 54 publications

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“…OCR has received increasing attention because of its marketchanging potential (Alexander and Blázquez Cano, 2020;Mosquera et al, 2018;Perry et al, 2019;Rusanen, 2019). The proliferation in retail channels and touchpoints has enabled consumers to access, compare, choose, purchase, and return goods more readily (Beck and Rygl, 2015;Wagner et al, 2013).…”

Section: The Customer Journey In Omnichannel Retailing (Ocr)mentioning

confidence: 99%

Change in technology-enabled omnichannel customer experiences in-store

Alexander¹,

Kent

2022

Journal of Retailing and Consumer Services

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This paper explores changes in technology-enabled omnichannel customer experiences in stores over a five-year period (2014-2019). It contributes to the omnichannel-experience-management literature through customer technology-enabled touchpoints within fashion retail. Adopting an exploratory qualitative approach, primary data were obtained using semi-structured interviews with millennial consumers. The findings demonstrate the growing importance of implementing and integrating in-store technologies to improve customer experience. From these, two models are developed: "technology-induced customer experience in-store"; and "technologyenabled customer shopping journey in-store".

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Section: The Customer Journey In Omnichannel Retailing (Ocr)mentioning

confidence: 99%

Change in technology-enabled omnichannel customer experiences in-store

Alexander¹,

Kent

2022

Journal of Retailing and Consumer Services

Self Cite

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“…In both academic literature and mainstream media, the cause of the retail apocalypse and its implications for the fashion retail industry have been heavily debated. Nevertheless, scholars agree that the fashion retail industry has been undergoing massive transformation spurred by increased digitization (Alexander & Blazquez Cano, 2020;Grewal et al, 2017;Sorescu, 2011). A total of 9,300 brick and mortar store closings were announced in the US in 2019, making it the largest year for store closings thus far (Coresight Research, as cited by Keyes, 2019).…”

Section: Retail Apocalypsementioning

confidence: 99%

“…This shift led to the rise of experiential retail. The goal of experiential retail is to engage the customer by creating emotional bonds between a retailer and the customer that go beyond the purchase (Alexander & Blazquez Cano, 2020;Sorescu, 2011). Scholars proposed methods for brick and mortar retailers to provide new forms of customer value through a unique in-store experience.…”

Section: Responses In Literaturementioning

confidence: 99%

“…As previously mentioned, for the past several years there has been a focus in academic literature on what the future of the brick and mortar store will look like. As consumers increasingly turn to e-commerce for benefits such as convenience and speed, scholars and industry experts have considered how brick and mortar stores can provide consumers unique experiences (Alexander & Blazquez Cano, 2020;Grewal et al, 2017;Rigby, 2011). While COVID-19 safety precautions complicate the experiential aspect of brick and mortar stores, there are still opportunities for retailers to offer consumers valuable experiences currently and after the pandemic.…”

Section: Brick and Mortar Retail Opportunitiesmentioning

confidence: 99%

“…An omnichannel strategy requires large investments by retailers, which is often a barrier to implementation (Bethan & Blazquez Cano, 2020). Additionally, because introducing an omnichannel strategy requires a retailer to modify its competitive strategy, retailers face several challenges during implementation.…”

Section: Omnichannel Challengesmentioning

confidence: 99%

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The Challenges and Opportunities Created by a Global Pandemic's Effects on Consumer Shopping Behavior Within the Fashion Retail Industry

O’Connor¹

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The fashion retail industry has already been undergoing an extensive transformation since the introduction of e-commerce in the late 1990s. However, changes in consumer shopping behavior caused by the COVID-19 pandemic have fundamentally altered the industry in a matter of months. Because the COVID-19 pandemic is relatively recent, there is a lack of literature regarding the challenges and opportunities for fashion retailers in light of these changes in consumer behavior. This project will illuminate the challenges and opportunities created by the COVID-19 pandemic for the different distribution modes in the fashion retail industry: brick and mortar stores, e-commerce, and omnichannel retailing. By synthesizing existing literature on the prior e-commerce disruption, pre-pandemic situation, and the COVID-19 situation, this study will provide context to explain fashion retail industry's current state of flux. Research findings will also reveal valuable insights about consumer shopping behavior in a pandemic and the role consumers play in industry transformation. Based on these insights, this study will provide research-based recommendations for fashion retailers to thrive in the current landscape and as the industry eventually moves to a post-pandemic environment. CHALLENGES AND OPPORTUNITIES OF A PANDEMIC 4 apocalypse. Section two focuses on the changes in consumer shopping behavior caused by the pandemic and the current challenges and opportunities presented to retailers. The final section provides recommendations for retailers to respond to these challenges and opportunities. Together these sections will identify what the literature reveals about the impact of disruption on the fashion retail industry and the responses by consumers and retailers. Methodology The purpose of this paper is to address the challenges and opportunities for US fashion retailers presented by changes in consumer shopping behavior caused by the COVID-19 pandemic. Research Questions Four research questions guided this study: Research Question 1: What are the changes in consumer shopping behavior caused by the COVID-19 pandemic? Research Question 2: What are the challenges presented by these changes in consumer shopping behavior for brick and mortar, e-commerce, and omnichannel modes of distribution? Research Question 3: What are the future opportunities for these three modes of distribution? Research Question 4: Given these changes in consumer shopping behavior, how can brick and mortar retailers thrive? To answer these research questions, I conducted an extended literature review of scholarly sources published between 2005 and 2020. The majority of sources came from academic journals such as the Journal of Retailing, Journal of Business Research, and the Journal of Marketing. Recent data and statistics from sources such as the U.S. Census Bureau, McKinsey Insights, and Statista are also included. Additionally, I interviewed an account

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Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity

Massi

Piancatelli

Vocino

2023

Psychology and Marketing

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Omnichannel represents a customer‐oriented distribution paradigm through which retailers can deliver a seamless customer experience and create an authentic brand narrative that is communicated to customers across diverse touchpoints. Despite the increasing relevance of the omnichannel approach, research on how omnichannel can affect the customer experience remains scant. This research consists of a qualitative study and three experimental studies. Drawing from signaling theory, we contend that the signal congruency established by omnichannel—where all the channels are aligned and convey a consistent message to customers—can enhance consumers' purchase intention and perceptions of brand authenticity. We further investigate the role of brand authenticity as a mediator of the relationship between multichannel customer experience (seamless vs. nonseamless) and purchase intention, as well as of brand untrustworthiness as a moderator of the relationship between multichannel customer experience and brand authenticity. The results show that a seamless multichannel customer experience has a significant main effect on purchase intention and that participants in the seamless multichannel customer experience condition perceive the brand as more authentic than those in the nonseamless multichannel customer experience condition. Both the mediation and moderation hypotheses are supported. These findings enhance the literature on signaling theory and omnichannel. They also provide insightful implications for retailers in terms of managing the omnichannel customer experience. Overall, this study integrates the research areas of brand authenticity and omnichannel and provides valuable insights by indicating how seamlessness can boost consumers' perception of brand authenticity. Furthermore, the study advances our knowledge by investigating the impact of brand authenticity as both a result of the omnichannel customer experience and a predictor of purchase intention.

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Store of the future: Towards a (re)invention and (re)imagination of physical store space in an omnichannel context

Cited by 91 publications

References 54 publications

Change in technology-enabled omnichannel customer experiences in-store

Change in technology-enabled omnichannel customer experiences in-store

The Challenges and Opportunities Created by a Global Pandemic's Effects on Consumer Shopping Behavior Within the Fashion Retail Industry

Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity

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