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Summary of all papers/articles of Retail & Omnichannel Marketing (EBM880B05)
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Retail & Omnichannel Marketing (ROM) summary of all articlesTable of contents
LECTURE 1..................................................................................................................................................... 2
Ratchford et al., 2022, Online and Offline Retailing: What We Know and Directions For Future Research,
Journal of Retailing, 98, 152-177.........................................................................................................................2
LECTURE 2..................................................................................................................................................... 3
Stein, A. & B. Ramaseshan, 2016, "Towards the Identification of Customer Experience Touch Point
Elements“, Journal of Retailing and Consumer Services......................................................................................3
W. Reinartz, N.Wiegand and M. Imschloss, 2019, "The impact of digital transformation on the retailing value
chain", International Journal of Research in Marketing, Vol. 36, Issue 3, pp. 350-366.......................................4
D. Herhausen, Kleinlercher, K., Verhoef P.C., Emrich, O. & T. Rudolph, 2019, "Loyalty Formation for Different
Customer Journey Segments", Journal of Retailing, vol. 95, issue 3, pp. 9-29 (also for week 47).......................4
LECTURE 3..................................................................................................................................................... 6
M.J. Arnold and K.E. Reynolds, 2003, "Hedonic Shopping Motivations", Journal of Retailing, vol. 79, pp. 77-95
..............................................................................................................................................................................6
Inman, J.J., Winer, R.S. & R. Ferraro, 2009, "The Interplay Among Category Characteristics, Customers
Characteristics, and Customer Activities on In-Store Decision Making", Journal of Marketing, vol. 73, pp. 19-
29..........................................................................................................................................................................7
LECTURE 4..................................................................................................................................................... 8
Inman, J.J. & H. Nokolova, 2017, "Shopper-Facing Technology: A Retailer Adoption Decision Framework
Incorporating Shopper Attitudes and Privacy Concerns", Journal of Retailing, vol. 893, issue 1, 7-28...............8
LECTURE 5 + 6.............................................................................................................................................. 10
Briesch, R. A., Chintagunta, P. K., & Fox, E. J. (2009). How does assortment affect grocery store choice?,
Journal of Marketing Research, 46 (2), 176-189................................................................................................10
Broniarczyk, S. M., Hoyer, W. D., & McAlister, L. (1998). Consumers’ Perceptions of the Assortment Offered in
a Grocery Category: The Impact of Item Reduction. Journal of Marketing Research, 35(2), 166–176............11
LECTURE 7.................................................................................................................................................... 12
Bijmolt, T. H. A., van Heerde, H. J., & Pieters, R. G. M. (2005). New empirical generalizations on the
determinants of price elasticity, Journal of Marketing Research, 2004, 42 (2), 141-156..................................12
Mohammed, R. (2018), The Good-Better-Best Approach to Pricing, Harvard Business Review, September-
October, 106-115...............................................................................................................................................13
Van Heerde, H. J., Gupta, S., & Wittink, D. R. (2003). Is 75% of the sales promotion bump due to brand
switching? No, only 33% is,” 40 (40), 481-491...................................................................................................14
LECTURE 8 + 9.............................................................................................................................................. 16
Van Doorn, J., Risselada, H. & Verhoef, P.C. (2021). Does sustainability sell? The impact of sustainability
claims on the success of national brands’ new product introduction, Journal of Business Research, 137, 182-
193......................................................................................................................................................................16
Bezawada, R., & Pauwels, K. (2013). What is special about marketing organic products? how organic
assortment, price, and promotions drive retailer performance, Journal of Marketing, 77 (1), 31-51..............17
,LECTURE 1
Ratchford et al., 2022, Online and Offline Retailing: What We Know and Directions For Future
Research, Journal of Retailing, 98, 152-177
The article "Online and Offline Retailing: What We Know and Directions For Future Research" by
Ratchford et al. (2022) is a review of the current state of research on the relationship between online
and offline retailing, as well as a discussion of potential areas for future research.
The authors begin by discussing the history of online retailing, noting that it has grown rapidly in
recent years and has become a significant part of the retail landscape. They then review previous
research on the topic, focusing on studies that have examined the relationship between online and
offline retailing and the impact of online retailing on offline retailers.
The authors find that previous research has generally shown that online retailing has had a positive
impact on offline retailers, with many offline retailers using online channels as a complement to their
offline channels. They also note that online retailing has had a positive impact on consumer behavior,
with consumers using online and offline channels in a complementary manner.
However, the authors also highlight that there are still many unanswered questions in the area of
online and offline retailing. They argue that future research should focus on several key areas,
including the impact of online retailing on consumer behavior, the relationship between online and
offline retailers, and the role of technology in the retail industry.
Additionally, they suggest that future research should also consider the impact of online retailing on
the overall economy, as well as the potential impact of emerging technologies such as virtual reality
and artificial intelligence on the retail industry.
The article concludes that the ongoing shift towards e-commerce has changed the traditional
relationship between online and offline retailing. The authors recommend future research to focus
on the impact of online retailing on consumer behavior, the relationship between online and offline
retailers, and the role of technology in the retail industry. Furthermore, the authors emphasize the
need to consider the economic impact of e-commerce and the potential impact of emerging
technologies on the retail industry.
,LECTURE 2
Stein, A. & B. Ramaseshan, 2016, "Towards the Identification of Customer Experience Touch Point
Elements“, Journal of Retailing and Consumer Services
The article "Towards the Identification of Customer Experience Touch Point Elements" published in
the Journal of Retailing and Consumer Services in 2016, discusses the importance of customer
experience touch points in the retail industry and suggests a framework for identifying these touch
points.
The authors begin by discussing the importance of customer experience in the retail industry, noting
that retailers are increasingly focusing on customer experience as a way to differentiate themselves
from their competitors. They argue that customer experience touch points are a key element of the
customer experience and play a critical role in shaping the overall customer experience.
The authors then propose a framework for identifying customer experience touch points. The
framework consists of four steps: (1) identifying the customer journey, (2) identifying the customer
touch points, (3) identifying the customer experience elements, and (4) identifying the customer
experience touch points. The authors note that this framework can be applied to both online and
offline retailing.
The authors then provide examples of customer experience touch points in the retail industry,
including store layout, product displays, store associates, and the check-out process. They also
discuss the role of technology in the customer experience, noting that technology can be used to
enhance the customer experience by providing information, entertainment, and personalization.
The authors conclude by noting that retailers should be aware of the customer experience touch
points in their stores and take steps to optimize them. They suggest that retailers should use the
framework they have proposed to identify customer experience touch points, and then use this
information to improve the customer experience.
Overall, this article provides a useful framework for identifying customer experience touch points in
the retail industry. It highlights the importance of customer experience touch points in shaping the
overall customer experience and provides examples of customer experience touch points in the retail
industry.
In conclusion, the article highlights the importance of customer experience touch points in the retail
industry, and suggests a framework for identifying these touch points. The authors note that retailers
should use the framework to identify customer experience touch points, and use this information to
improve the customer experience. Additionally, the role of technology in the customer experience is
discussed as well, noting that technology can be used to enhance the customer experience by
providing information, entertainment, and personalization.
, W. Reinartz, N.Wiegand and M. Imschloss, 2019, "The impact of digital transformation on the
retailing value chain", International Journal of Research in Marketing, Vol. 36, Issue 3, pp. 350-366
The article "The impact of digital transformation on the retailing value chain" published in the
International Journal of Research in Marketing in 2019, discusses the impact of digital transformation
on the retail industry and the retailing value chain. The authors provide a comprehensive overview of
the changes that digital transformation is bringing to the retail industry and suggest ways in which
retailers can adapt to these changes.
The authors begin by discussing the changes that digital transformation is bringing to the retail
industry. They note that digital technologies are transforming the way that retailers interact with
customers and the way that they manage their operations. They also note that digital technologies
are changing the competitive landscape of the retail industry, making it more challenging for
traditional retailers to compete with digital-native retailers.
The authors then examine the impact of digital transformation on the retailing value chain. They note
that digital technologies are changing the way that retailers acquire and manage inventory, the way
that they market and sell products, and the way that they provide customer service. They also note
that digital technologies are changing the way that retailers manage their supply chains and logistics.
The authors then suggest ways in which retailers can adapt to the changes brought about by digital
transformation. They suggest that retailers should focus on building a strong online presence,
developing a data-driven approach to managing their operations, and building strong relationships
with customers. They also suggest that retailers should invest in digital technologies that can help
them improve their operations and increase their competitiveness.
The authors conclude by noting that digital transformation is changing the retail industry in ways that
are making it more challenging for traditional retailers to compete with digital-native retailers.
However, they also note that retailers can adapt to these changes by building a strong online
presence, developing a data-driven approach to managing their operations, and building strong
relationships with customers.
Overall, this article provides a comprehensive overview of the changes that digital transformation is
bringing to the retail industry and the retailing value chain. The authors suggest ways in which
retailers can adapt to these changes by building a strong online presence, developing a data-driven
approach to managing their operations, and building strong relationships with customers.
In conclusion, the article suggests that retailers should focus on building a strong online presence,
developing a data-driven approach to managing their operations, and building strong relationships
with customers. Additionally, retailers should invest in digital technologies that can help them
improve their operations and increase their competitiveness. The authors note that digital
transformation is changing the retail industry in ways that are making it more challenging for
traditional retailers to compete with digital-native retailers, but retailers can adapt to these changes.
D. Herhausen, Kleinlercher, K., Verhoef P.C., Emrich, O. & T. Rudolph, 2019, "Loyalty Formation for
Different Customer Journey Segments", Journal of Retailing, vol. 95, issue 3, pp. 9-29 (also for week
47)
The article "Loyalty Formation for Different Customer Journey Segments" published in the Journal of
Retailing in 2019, examines the formation of customer loyalty in different customer journey
segments. The authors propose a framework for understanding the drivers of customer loyalty and
suggest ways in which retailers can use this framework to improve customer loyalty.
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