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Designing the Shopping Experience of the Future- Results of a Qualitative Study with Shoppers of a Grocery Retail Store.

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Anastasis Bletsis

The document summarizes the results of two qualitative studies conducted with shoppers at a major grocery store chain to understand attitudes towards new technologies and personalized experiences in the shopping journey. Focus groups revealed that heavy mobile users expect retailers to use technologies like in-store navigation, interactive displays, and automated queues. An ethnographic study then validated these ideas, finding shoppers open to sharing personal data for personalized suggestions and promotions. The knowledge gained outlines requirements for an application to enhance the shopping experience through location-based personalized recommendations. Pilot testing of the proposed service in stores will highlight the added value.

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Designing the Shopping Experience of the Future: Results of a Qualitative Study with Shoppers of a Grocery Retail Store. Chalimourda Sophia Department of Management Science and Technology Athens University of Economics and Business schalimourda@gmail.com Bletsis Anastasios Department of Management Science and Technology Athens University of Economics and Business bleanastasis@hotmail.com 留硫留了略 劉僚 Department of Management Science and Technology Athens University of Economics and Business legav@aueb.gr Abstract Improving shopper experience in the grocery retail environment is a topic that researchers and businesses are intensely dealing with for many years, as it adds value to shoppers in a promo-oriented industry. The use of modern in-store technologies targeting to support consumers in the purchasing procedure is mentioned in the literature, especially focusing on the use of portable electronic devices for providing innovative services, considering new technologies such as RFID and NFC. Many case studies include innovative services that offer valuable information for consumers such as product reviews, product information, recipes, personalized promotions, shopping lists and in general tend to provide utilitarian services to shoppers. To this end, we decided to study the acceptance level of services based on the upcoming beacon Bluetooth Low Energy technology that could be introduced in a grocery retail environment. Furthermore, our focus was to examine the attitude of shoppers towards personalized recommendations and enhanced experience services based on their physical location in the store. Our research included two qualitative studies with shoppers of a major grocery store chain. The first study included four focus groups with shoppers in order to collect shoppers opinion, attitude and expectations regarding the given shopping experience. As it is common knowledge according to scientific literature that sometimes peoples actual behavior is different than their statements in focus groups, we conducted a second ethnographic study with a selected number of participants of the first study, in order to validate the proposed ideas and discover the aforementioned gaps during their shopping journey. Both studies were based on a framework, developed by retailers executives, proposing the points of interaction between the retailer and the shopper throughout the shopping experience. The results of both studies indicate that heavy mobile users expect from retailers to use new technologies in order to improve in-store experience, highlighting advanced concepts such as in-store navigation, product information interactive displays, automated queues etc. At the same time, shoppers are willing to provide additional personal data in order to receive personalized suggestions and promotions. Our research focused on loyal customers of the retailer who are heavy mobile users. All
shoppers were aware of the observer during the ethnographic sessions. Shoppers indications, proposals and all the extracted knowledge constitute the user requirements for the design of an advanced shopping assistant application that will improve shopping experience in grocery retail stores supporting different groups of shoppers. As a next step, the proposed service will be pilot tested in the grocery store in order to highlight the added value.

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Designing the Shopping Experience of the Future- Results of a Qualitative Study with Shoppers of a Grocery Retail Store.

  • 1. Designing the Shopping Experience of the Future: Results of a Qualitative Study with Shoppers of a Grocery Retail Store. Chalimourda Sophia Department of Management Science and Technology Athens University of Economics and Business schalimourda@gmail.com Bletsis Anastasios Department of Management Science and Technology Athens University of Economics and Business bleanastasis@hotmail.com 留硫留了略 劉僚 Department of Management Science and Technology Athens University of Economics and Business legav@aueb.gr Abstract Improving shopper experience in the grocery retail environment is a topic that researchers and businesses are intensely dealing with for many years, as it adds value to shoppers in a promo-oriented industry. The use of modern in-store technologies targeting to support consumers in the purchasing procedure is mentioned in the literature, especially focusing on the use of portable electronic devices for providing innovative services, considering new technologies such as RFID and NFC. Many case studies include innovative services that offer valuable information for consumers such as product reviews, product information, recipes, personalized promotions, shopping lists and in general tend to provide utilitarian services to shoppers. To this end, we decided to study the acceptance level of services based on the upcoming beacon Bluetooth Low Energy technology that could be introduced in a grocery retail environment. Furthermore, our focus was to examine the attitude of shoppers towards personalized recommendations and enhanced experience services based on their physical location in the store. Our research included two qualitative studies with shoppers of a major grocery store chain. The first study included four focus groups with shoppers in order to collect shoppers opinion, attitude and expectations regarding the given shopping experience. As it is common knowledge according to scientific literature that sometimes peoples actual behavior is different than their statements in focus groups, we conducted a second ethnographic study with a selected number of participants of the first study, in order to validate the proposed ideas and discover the aforementioned gaps during their shopping journey. Both studies were based on a framework, developed by retailers executives, proposing the points of interaction between the retailer and the shopper throughout the shopping experience. The results of both studies indicate that heavy mobile users expect from retailers to use new technologies in order to improve in-store experience, highlighting advanced concepts such as in-store navigation, product information interactive displays, automated queues etc. At the same time, shoppers are willing to provide additional personal data in order to receive personalized suggestions and promotions. Our research focused on loyal customers of the retailer who are heavy mobile users. All
  • 2. shoppers were aware of the observer during the ethnographic sessions. Shoppers indications, proposals and all the extracted knowledge constitute the user requirements for the design of an advanced shopping assistant application that will improve shopping experience in grocery retail stores supporting different groups of shoppers. As a next step, the proposed service will be pilot tested in the grocery store in order to highlight the added value.