Retail & Omnichannel Marketing
Summary of the articles
MSc-Marketing Management, 2021/2022
University of Groningen
Contents
Customer-interfacing retail technologies in 2020 & beyond: An integrative framework and research
directions. Roggeveen & Sethuraman (2020).....................................................................................3
Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Pantano,
Pizzi, Scarpi, & Dennis (2020)...........................................................................................................5
Towards the Identification of Customer Experience Touch Point Elements. Stein & Ramaseshan
(2016).................................................................................................................................................6
Shopper-Facing Technology: A Retailer Adoption Decision Framework Incorporating Shopper
Attitudes and Privacy Concerns. Inman & Nokolova (2017)..............................................................9
The impact of digital transformation on the retailing value chain. Reinartz, Wiegand & Imschloss
(2019)...............................................................................................................................................11
The Impact of Different Touchpoints on Brand Consideration. Baxendale, McDonald & Wilson
(2015)...............................................................................................................................................13
Hedonic Shopping Motivations. M.J. Arnold and K.E. Reynolds (2003).........................................15
Loyalty Formation for Different Customer Journey Segments. D. Herhausen, Kleinlercher, K.,
Verhoef P.C., Emrich, O. & T. Rudolph, (2019)..............................................................................16
The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage
Intentions. Baker, Parasuraman, Grewal & Voss, (2002).................................................................17
The Interplay Among Category Characteristics, Customers Characteristics, and Customer Activities
on In-Store Decision Making. Inman, Winer, & Ferraro (2009).......................................................18
From Point of Purchase to Path to Purchase: How Preshopping Factors Drive Unplanned Buying.
Bell, Corsten & Knox (2011)............................................................................................................20
How does assortment affect grocery store choice? Briesch, Chintagunta, & Fox (2009)..................22
Consumers’ perceptions of the assortment offered in a grocery category: The impact of item
reduction. Broniarczyk, Hoyer, & McAlister (1998)........................................................................24
Shelf space schemas: Myth or reality? Valenzuela, Raghubir, Mitakakis (2013).............................25
Is there a Hierarchy of Effects in Advertising? Empirical generalizations for consumer packaged
goods. Pauwels, Valenti, Srinivasan, Yildirim, Vanheule (2020).....................................................28
How viewer tuning, presence and attention respond to ad content and predict brand search lift.
McGranaghan, Liaukonyte, Wilbur (2021).......................................................................................31
The anatomy of the advertising budget decision: how analytics and heuristics drive sales
performance. Kolsarici, Vakratsas & Naik (2020)............................................................................32
New empirical generalizations on the determinants of price elasticity. Bijmolt, van Heerde & Pieters
(2005)...............................................................................................................................................33
,Is it time to rethink your pricing strategy. Hinterhuber & Liozu (2012). .........................................34
Is 75% of the sales promotion bump due to brand switching? no, only 33% is. Van Heerde, Gupta &
Wittink (2003)..................................................................................................................................35
Forging meaningful consumer-brand relationships through creative merchandise offerings and
innovative merchandising strategies. Roggeveen ET AL., (2021)....................................................36
Shape matters: package shape informs brand status categorization and brand choice. Chen ET AL.,
(2020)...............................................................................................................................................38
Does sustainability sell? The impact of sustainability claims on the success of national brands’ new
product introduction. Van Doorn, Risselada & Verhoef (2021)........................................................39
What is special about marketing organic products? how organic assortment, price, and promotions
drive retailer performance. Bezawada & Pauwels (2013).................................................................41
,Articles lecture 1
CUSTOMER-INTERFACING RETAIL TECHNOLOGIES IN 2020 & BEYOND: AN
INTEGRATIVE FRAMEWORK AND RESEARCH DIRECTIONS. ROGGEVEEN &
SETHURAMAN (2020).
The world of retailing is changing rapidly, and much of that change has been enabled by customer-
interfacing retail technologies. This article offers a framework for classifying technologies, based on
their primary influence on a customer’s purchase journey.
Already existing retail technology framework (Sethuramann & Parasuraman, 2005)
The authors classify technologies as primarily cost-saving or service-enhancing, while also
acknowledging that cost-saving technologies can increase, decrease, or have no effect on customer
service and vice versa.
Costs = all costs related to making the product available for sale to the end consumer; delivery,
inventory etc., at the customer interface mainly retail price.
Services = a catch-all phrase to represent the variety of non-price store attributes that contribute to
customers’ overall experience with retailers.
Accordingly, they propose six types of retail technologies:
(1) Cost-saving technology that does not affect service levels (e.g., cross-docking intended to reduce
inventory costs).
(2) Cost-saving technology that reduces service levels (e.g., automatic self-checkout lanes).
(3) Cost-saving technology that enhances service levels (e.g., Radio Frequency Identification or
RFID).
(4) Service-enhancing technology that does not affect costs to consumers(e.g., biometric thumbprint
identification instead of signatures).
(5) Service-enhancing technology that may increase costs to consumers (e.g., navigation or payment
system attached to grocery cart).
(6) Service-enhancing technology that can result in potential cost savings for customers (e.g., e-
commerce).
Another already existing retail technology framework (Grewal et al., 2020)
They offer a technology-touchpoint typology focused on convenience and social presence dimensions.
Convenience = the benefits a consumer experiences from using in-store technologies
Social presence = the feeling that another human being is present, regardless of whether this person
is there or not (robot).
They propose four types of technologies:
(1) Low convenience/low social presence (e.g., digital price tags).
(2) Low convenience/high social presence (e.g., inventory robots).
(3) High convenience/low social presence (e.g., self-checkout)
(4) High convenience/high social presence (e.g., Amazon’s Alexa).
Although they offer helpful insights, both of these frameworks are attribute- or benefit driven, rather
than process-driven; not according to its role in moving customers through their purchase journeys.
Also, they do not incorporate many online retail technologies that have become critically important to
retail success in an omnichannel world.
, OUR FRAMEWORK (Roggeveen & Sethuraman, 2020)
Broadly speaking, a customer journey involves three stages: pre-purchase, purchase, and post-
purchase.
1. Pre-purchase stage; here technology
can help customers identify their own
needs better and search for appropriate
product options.
Need management technology
enables data collection and analysis efforts
to understand customer needs, then
provide personalization and
recommendations to respond to those
needs.
Search engagement technology
help retailers provide the right information
in the right place at the right time, as well
as engage customers to encourage them to
purchase.
2. Purchase stage; here technology should help the customer in acquiring the desired product and
completing the purchase.
Purchase transaction technology; technological tools that provide more efficient and
detailed stocking, ordering, checkout, delivery and inventory monitoring activities.
Physical acquisition technology; technologies related to delivery
3. Post-purchase stage; technologies determine the follow-up service offered to the customer, as well
as help manage the loyalty program.
Follow-up service technology; technologies related to ordering additional parts or requesting
services after the purchase.
Loyalty management technology; a retailer wants to retain the customer, to increase his or
her lifetime value.
Summary of the articles
MSc-Marketing Management, 2021/2022
University of Groningen
Contents
Customer-interfacing retail technologies in 2020 & beyond: An integrative framework and research
directions. Roggeveen & Sethuraman (2020).....................................................................................3
Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Pantano,
Pizzi, Scarpi, & Dennis (2020)...........................................................................................................5
Towards the Identification of Customer Experience Touch Point Elements. Stein & Ramaseshan
(2016).................................................................................................................................................6
Shopper-Facing Technology: A Retailer Adoption Decision Framework Incorporating Shopper
Attitudes and Privacy Concerns. Inman & Nokolova (2017)..............................................................9
The impact of digital transformation on the retailing value chain. Reinartz, Wiegand & Imschloss
(2019)...............................................................................................................................................11
The Impact of Different Touchpoints on Brand Consideration. Baxendale, McDonald & Wilson
(2015)...............................................................................................................................................13
Hedonic Shopping Motivations. M.J. Arnold and K.E. Reynolds (2003).........................................15
Loyalty Formation for Different Customer Journey Segments. D. Herhausen, Kleinlercher, K.,
Verhoef P.C., Emrich, O. & T. Rudolph, (2019)..............................................................................16
The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage
Intentions. Baker, Parasuraman, Grewal & Voss, (2002).................................................................17
The Interplay Among Category Characteristics, Customers Characteristics, and Customer Activities
on In-Store Decision Making. Inman, Winer, & Ferraro (2009).......................................................18
From Point of Purchase to Path to Purchase: How Preshopping Factors Drive Unplanned Buying.
Bell, Corsten & Knox (2011)............................................................................................................20
How does assortment affect grocery store choice? Briesch, Chintagunta, & Fox (2009)..................22
Consumers’ perceptions of the assortment offered in a grocery category: The impact of item
reduction. Broniarczyk, Hoyer, & McAlister (1998)........................................................................24
Shelf space schemas: Myth or reality? Valenzuela, Raghubir, Mitakakis (2013).............................25
Is there a Hierarchy of Effects in Advertising? Empirical generalizations for consumer packaged
goods. Pauwels, Valenti, Srinivasan, Yildirim, Vanheule (2020).....................................................28
How viewer tuning, presence and attention respond to ad content and predict brand search lift.
McGranaghan, Liaukonyte, Wilbur (2021).......................................................................................31
The anatomy of the advertising budget decision: how analytics and heuristics drive sales
performance. Kolsarici, Vakratsas & Naik (2020)............................................................................32
New empirical generalizations on the determinants of price elasticity. Bijmolt, van Heerde & Pieters
(2005)...............................................................................................................................................33
,Is it time to rethink your pricing strategy. Hinterhuber & Liozu (2012). .........................................34
Is 75% of the sales promotion bump due to brand switching? no, only 33% is. Van Heerde, Gupta &
Wittink (2003)..................................................................................................................................35
Forging meaningful consumer-brand relationships through creative merchandise offerings and
innovative merchandising strategies. Roggeveen ET AL., (2021)....................................................36
Shape matters: package shape informs brand status categorization and brand choice. Chen ET AL.,
(2020)...............................................................................................................................................38
Does sustainability sell? The impact of sustainability claims on the success of national brands’ new
product introduction. Van Doorn, Risselada & Verhoef (2021)........................................................39
What is special about marketing organic products? how organic assortment, price, and promotions
drive retailer performance. Bezawada & Pauwels (2013).................................................................41
,Articles lecture 1
CUSTOMER-INTERFACING RETAIL TECHNOLOGIES IN 2020 & BEYOND: AN
INTEGRATIVE FRAMEWORK AND RESEARCH DIRECTIONS. ROGGEVEEN &
SETHURAMAN (2020).
The world of retailing is changing rapidly, and much of that change has been enabled by customer-
interfacing retail technologies. This article offers a framework for classifying technologies, based on
their primary influence on a customer’s purchase journey.
Already existing retail technology framework (Sethuramann & Parasuraman, 2005)
The authors classify technologies as primarily cost-saving or service-enhancing, while also
acknowledging that cost-saving technologies can increase, decrease, or have no effect on customer
service and vice versa.
Costs = all costs related to making the product available for sale to the end consumer; delivery,
inventory etc., at the customer interface mainly retail price.
Services = a catch-all phrase to represent the variety of non-price store attributes that contribute to
customers’ overall experience with retailers.
Accordingly, they propose six types of retail technologies:
(1) Cost-saving technology that does not affect service levels (e.g., cross-docking intended to reduce
inventory costs).
(2) Cost-saving technology that reduces service levels (e.g., automatic self-checkout lanes).
(3) Cost-saving technology that enhances service levels (e.g., Radio Frequency Identification or
RFID).
(4) Service-enhancing technology that does not affect costs to consumers(e.g., biometric thumbprint
identification instead of signatures).
(5) Service-enhancing technology that may increase costs to consumers (e.g., navigation or payment
system attached to grocery cart).
(6) Service-enhancing technology that can result in potential cost savings for customers (e.g., e-
commerce).
Another already existing retail technology framework (Grewal et al., 2020)
They offer a technology-touchpoint typology focused on convenience and social presence dimensions.
Convenience = the benefits a consumer experiences from using in-store technologies
Social presence = the feeling that another human being is present, regardless of whether this person
is there or not (robot).
They propose four types of technologies:
(1) Low convenience/low social presence (e.g., digital price tags).
(2) Low convenience/high social presence (e.g., inventory robots).
(3) High convenience/low social presence (e.g., self-checkout)
(4) High convenience/high social presence (e.g., Amazon’s Alexa).
Although they offer helpful insights, both of these frameworks are attribute- or benefit driven, rather
than process-driven; not according to its role in moving customers through their purchase journeys.
Also, they do not incorporate many online retail technologies that have become critically important to
retail success in an omnichannel world.
, OUR FRAMEWORK (Roggeveen & Sethuraman, 2020)
Broadly speaking, a customer journey involves three stages: pre-purchase, purchase, and post-
purchase.
1. Pre-purchase stage; here technology
can help customers identify their own
needs better and search for appropriate
product options.
Need management technology
enables data collection and analysis efforts
to understand customer needs, then
provide personalization and
recommendations to respond to those
needs.
Search engagement technology
help retailers provide the right information
in the right place at the right time, as well
as engage customers to encourage them to
purchase.
2. Purchase stage; here technology should help the customer in acquiring the desired product and
completing the purchase.
Purchase transaction technology; technological tools that provide more efficient and
detailed stocking, ordering, checkout, delivery and inventory monitoring activities.
Physical acquisition technology; technologies related to delivery
3. Post-purchase stage; technologies determine the follow-up service offered to the customer, as well
as help manage the loyalty program.
Follow-up service technology; technologies related to ordering additional parts or requesting
services after the purchase.
Loyalty management technology; a retailer wants to retain the customer, to increase his or
her lifetime value.
