Automation of Warehouse Management and Assortment in the Distribution of Durable Goods: An Analysis for the Ceramics and Building Supplies Industry in Spain

The introduction of information and communication technologies can be a source of competitive advantages for the retailer, even if at significant cost. In the present work we try to identify the factors that characterize companies that invest in these technologies to automate warehouse management and, in particular, the relation between the degree of automation and the retail assortment. In order to achieve this aim, we consider a sample of distributors of ceramics and building supplies in Spain. The results suggest that warehouse management automation is related to the depth and breadth of the products carried in the retail assortment.

Assessing the Impact of Temporary Retail Price Discounts Intervals Using SVM Semiparametric Regression

Although the marketing literature has found that temporary retail price discounts cause a significant sales increase, little is known about the specific characteristics of deals that influence the magnitude of the sales spike. In this paper, we analyse the impact of the length of temporary retail price discounts periods on the sales increase using scanner-store daily-sales data for two frequently purchased product categories: ground coffee (a storable category) and yogurt (a perishable category).Wedevelop a robust semiparametric regression model based on support vector statistical theory with several previously proposed predictors along with a daily time description. This model also makes i…

Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram

Social media are increasingly used as platforms to not only socialise but also to shop for products and services. Social commerce is the new trend in e-commerce that leverages the enhanced consumer-to-consumer interactions to support shopping processes. Based on the concept of social commerce constructs suggested by Nick Hajli, this article investigates the role of social commerce constructs, emotional and informative support, and trust as drivers of social commerce intention. We apply multi-group analysis to validate the drivers of social commerce for two of the most relevant social media platforms: Facebook and Instagram. Based on a sample of 800 social commerce users, our findings reveal…

Application Of Social Web Tools To The Internationalization Of Retail Companies

The emergence and development of what is called the Social Web or Web 2.0 is marked by the appearance and development of new communication tools and applications such as blogs, chats, forums, social networks, etc., and interaction between users. As well as giving consumers emotional and practical benefits, these applications represent great communication opportunities for companies in a globalized context. For this reason, businessmen are increasingly using Social Web tools as instruments to get information and market knowledge, as well as for communication in an internationalization context. Taking the opportunities the use of Social Web tools in a global context represent for retail busin…

Using Daily Store-level Data to Understand Price Promotion Effects in a Semiparametric Regression Model

Though it has been widely reported in the marketing literature that temporary price discounts generate substantial short-term sales increase, the shape of the deal effect curve constitutes a key research topic, for which there are still limited empirical results. To address this issue, a semiparametric regression approach is used to model the complex nature of this phenomenon. Our model is developed at the brand level using daily store-level scanner-data, which allows the study of several nonreported promotional effects, such as the influence of the day of the week both in promotional and nonpromotional periods. The results show that the weekend is the most effective in increasing promotion…

Evaluating temporary retail price discounts using semiparametric regression

PurposeTo analyze the impact of temporary retail price discount on a consumer goods product category using semiparametric regression and considering different promotional price discount characteristics as well as brand characteristics.Design/methodology/approachA semiparametric regression model using Support Vector Machines, which aim to evaluate retailers' decisions about temporary price discounts, has been developed. The model is derived from the analysis of historical sales data, which provide precise evaluation of previous temporary price discounts periods. The model is also consistent with ample empirical evidence showing that historical retail sales data can be used to evaluate the im…

An overview about fashion retailing sector: UK versus Spain

Within the international context, fashion retailers have suffered the most in the economic downturn in the last years. Nevertheless, the historically high-margin fashion sectors composite net profit margin was still the highest of all the product groups. Based on the importance of fashion retail sector for the international economy in general, this paper examines the international retailing situation showing sales data between most important retailers around the world in general and Europe in particular. Specifically, this paper offers an overview on fashion retailing sector in the international context in order to study the position of this sector in the international crisis context. Due t…

The role of the store in managing postpurchase complaints for omnichannel shoppers

Abstract This paper focuses on postpurchase complaint behavior to understand under which conditions omnichannel shoppers choose to complain at the physical store instead of doing it through online channels. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), we find that four different combinations of situational, channel-related, and individual variables lead to complaining at the store. The motivation of seeking redress together with assertiveness and high dissatisfaction, play an essential role in the choice of complaint channel. The channel of purchase is not determinant for the choice of the store to complain. These findings have implications in terms of redefining the role of th…

Perceived congruence and online loyalty as segmentation variables in multichannel retailing: a comparison between appparel and electronics

As the interest of the literature on congruity between offline and online stores is relatively recent, empirical evidence is required to help marketing managers choose the most effective ways of contributing to the formation of consistent offerings as well as their contribution to generate customer loyalty. This study examines whether congruity can help to identify segments of heterogeneous consumers that differ significantly regarding these variables as well as other constructs related to the customer relationship with the retailer. The study attempts to identify which congruity attribute(s) are most relevant for differentiating customers by their loyalty towards the online store, so that …

Consumer Motivations for Click-and-Collect and Home Delivery in Online Shopping

Multichannel retailers are implementing cross-shopping options such as click-and-collect with the objective of better serving their customers. When consumers shop online to multichannel retailers they usually can choose between home delivery or click-and-collect (delivery at a nearby store). In this paper we investigate the consumers’ motivations behind this choice. Our results reveal that click-and-collect is explained by higher hedonic orientation whereas home delivery is explained by convenience orientation. Immediate gratification, and perceived delivery risk do not play a significant role in the choice.

Loyalty in High-Quality Hotels of Croatia: From Marketing Initiatives to Customer Brand Loyalty Creation

In order to increase brand loyalty and build permanent relationships with their customers, hotel companies are embracing new marketing and communication initiatives, such as integrated marketing communications (IMC) and loyalty programs, both supported by advancements in information and communication technology (ICT). The purpose of this research is to study in greater detail loyalty, IMC, and ICT concepts in high-quality hotels of Croatia from the points of view of the hotel and the guest. The findings show a high degree of IMC and ICT adoption and a moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation as wel…

Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper is to understand the consumer intention to showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness and purchase involvement as drivers of showrooming intention and mobile dependency as a moderator. Data collected via a survey answered by 659 showroomers were analysed using Partial Least Squares (PLS). Results show that value consciousness, purchase involvement, hedonic motivation and social influence explain mobile showrooming intention and mobile dependency moderates the impact of value consciousness on mobile showrooming intention. Our results…

The role of the brand in driving online loyalty for multichannel retailers

Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline presence to drive customers to buy online. Our paper explores the role of the customer relationship with the brand, with variables such as brand trust, brand attachment and length of brand relationship, as drivers of loyal behaviours towards the online channel. We compare the impact of these variables with those of the technology acceptance model. Mul…

Can advanced technology affect customer-based brand equity in service firms? An empirical study in upscale hotels

Purpose– The purpose of this paper is to empirically test the impact of perceived information and communication technology (ICT) on creation of brand equity within service firms, more specifically upscale hotels. The relationships between ICT and three brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty are examined.Design/methodology/approach– The empirical research was conducted in 20 upscale hotels in Rome-Italy, collecting data from 335 guests.Findings– Advanced ICT directly influences perceived quality and image, while the impact of ICT on loyalty is mediated by perceived quality. Additionally, positive and significant relationships are found between the thr…

Internationalization patterns in fashion retail distribution: implications for firm results

Fashion retailers have been intensively involved in internationalization processes, leading to an upsurge of some global fashion brands. Notwithstanding, internationalization processes may differ across retailers and also their results in their overseas ventures. This paper aims at shedding additional light on fashion retail internationalization, proposing two objectives: first, it aims at identifying several internationalization patterns in fashion retailing. Second, after identifying several retailer profiles, we test for significant differences in their financial results. With chi-square automatic interaction detection analysis, we identify four groups of retailers whose internationaliza…

Spatial mapping of price competition using logit-type market share models and store-level scanner-data

This paper proposes a methodology to obtain reliable spatial maps of price competition using store-level scanner data. Specifically, a procedure to obtain a symmetric matrix of similarities between brands considering their substitutability depending on price variations is proposed. The matrix is derived from a market response model where price cross-effects are split into two components. The first component accounts for the fact that price variation in one brand can have different effects to price variation in other brands (ie j → j′≠j′ → j). The second component accounts for the fact that the price of each brand can have different effects across competing brands (ie j → j′≠j → j ″). The ma…

The Impact of Integrated Marketing Communications on Hotel Brand Equity

The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in R…

Using Support Vector Semiparametric Regression to estimate the effects of pricing on brand substitution

Using store level scanner data to improve category management decisions: Developing positioning maps

This paper provides evidence of the usefulness of aggregated point-of-sale scanner data to infer the positioning of competing brands, providing valuable information for category management and hence facilitating decision making. Specifically, the authors propose a methodology to study the internal market structure based on market share models with latent heterogeneity when only macro-level time series data (not individual choices) are available. The proposed approach assumes a multidimensional decomposition, latent in the preference structure that is implicit to these types of models. By empirically applying this approach, the authors (1) simultaneously identify both latent dimensions of co…

Determinants of website traffic: the case of European fashion apparel retailers

The globalization process together with the extraordinary growth in the use of Internet offer firms new growth opportunities. Retail firms are using a multichannel approach, involving the Internet, in their internationalization strategies. Website traffic as measured by unique users and online awareness is among the measures for assessing the success of the online channel. There is little evidence, however, linking website traffic and the characteristics of the retail multichannel internationalization process. In order to fill this gap, this paper analyses the factors explaining the retailer's international website traffic. Website traffic data for a sample of European fashion apparel retai…

Retail pricing decisions and product category competitive structure

This study addresses the use of demand forecasting techniques by retailers to support their decision making. Specifically, the authors propose a pricing decision support model for retailers to estimate optimal prices, whose output depends on the configuration of a supporting measurement model. The measurement model is a demand function that relates sales and prices within the category; optimal prices are those whose effects on demand and retail margins maximize the category's profitability. This investigation focuses particularly on the role of competitive structure, such that the authors consider two types of price competition asymmetries for demand forecasting: those depending on the bran…