Peter McGoldrick

Multichannel retailing: profiling the multichannel shopper

Abstract While some Internet-only retailers survive and prosper, for most, multichannel retailing provides a sustainable and attractive blend of new and existing retail formats. The complementary roles of stores and Internet are frequently noted, yet the renewed significance of catalogues is often ignored. This paper is based upon a survey of 2,341 shoppers across three product sectors and three shopping scenarios, identifying their relative utilization of, and attitudes towards, stores, catalogues and the Internet. Principal component analysis and multi-attribute analysis (MAA) scores summarize attitudes across the three channels, sectors and motivational scenarios. Four major components in channel choice emerge consistently: risk reduction, product value, ease of shopping and experiential. K-Means clustering on preference and behavioural variables identifies the truly multichannel shopper segment. Key characteristics of these shoppers are summarized, demonstrating that the multichannel shopper comprises a large and mainstream segment. Implications are identified for retailers and researchers.

Consumer's risk-reduction strategies: a review and synthesis

The concept of perceived risk is fundamental to the understanding of consumer choice behaviour, be that the choice between products, brands, stores or non-store alternatives. Previous reviews of perceived risk have given little attention to the issue of risk-reduction. This is especially surprising, given the importance of theses strategies within the brand or store choice process. This paper identifies thirty-seven risk-reduction strategies(RRS), based upon a review of over one hundred articles; evidence is presented for eighteen of the most commonly used strategies. Attention is given to changes in the methods for measuring RRS. A classification of RRs is presented extending Coxs concept of clarifying and simplifying consumers. The paper concludes by identifying key areas for further research.

Atmospherics, Pleasure And Arousal: The Influence Of Response Moderators

The pressure to develop cost-effective retail design solutions has heightened the need to understand better the atmospherics-behaviour relationship. Drawing upon a review of salient literature, this paper develops a conceptual model highlighting the influence of response moderators, including expectations, familiarity with the environment and shopping motives. Using LISREL, the model is calibrated and tested through a survey of 1,000 shoppers within one of Europes largest, city centre shopping malls. Consumers with strong shopping motives are found to experience more pleasure and arousal; expectations also moderate the atmospherics-mood states relationship. The shortcomings of measurement scales, developed in previous studies with student samples, when applied to real shoppers are also noted.

International Positioning: Japanese Department Stores in Hong Kong

The Hong Kong department store market offers an example of considerable success in repositioning by international retailers, most notably Japanese. Presents results from a comparative survey of the image and positioning of Mitsukoshi, Sogo and Marks & Spencer. Each of these has, in its own way, adapted its positioning successfully to the particular needs, preferences and opportunities within this market. Given the additional costs and risks associated with international expansion, it is clearly vital to use the available research tools to reduce uncertainties and increase understanding of each competitive context.

Grocery Generics — An Extension of the Private Label Concept

Discusses individual generic ranges based on a series of interviews with senior personnel in major retail companies. Presents data from a survey of 200 generic purchasers, outlining the methodology and findings. Reveals that, in the UK, conditions are suitable for the development of generic ranges within the grocery sector.

The Role of Geodemographics in Segmenting and Targeting Consumer Markets

Discusses the applications and limitations of current geodemographic classifications for the identification, segmentation and targeting of consumer markets. Then discusses future developments and opportunities drawing on the results of a Delphi Study conducted with market analysis industry experts. Issues discussed include factors inhibiting market development, market potential, 1991 census, computer developments, non‐census data‐bases, bespoke classifications, education and Europeanization.

Atmospherics, Attitudes and Behaviour: Modelling the Impact of Designed Space

The concept of atmospherics is discussed and redefined with service and product retailers in mind. A systematic aproach for investigating designed environment-behaviour relationships is then presented in the form of the indirect effects model. Utilizing techniques of design appraisal, measuring emotional states and service assessment, this model offers a framework for eliciting and evaluating the effects of the retail store or branch environment upon its users. To illustrate the approach and its practicality, the model is applied to the retail financial services sector, comparing the effects of modern and traditional-style bank branch designs upon customer opinions and behaviour. Preliminary analyses of over 2000 responses, from customers of eighteen different branches of five major UK banks involved in a survey, suggest that the modern styles have a more favourable impact on customers; some explanations for this outcome are offered. The direct implications of the approach and the value and use of the inf...

On‐screen characters: their design and influence on consumer trust

Purpose – Previous research has focused on how trustworthiness can be evoked by the physical design of on‐screen characters (OSCs) within the e‐commerce interface. The purpose of this study is to investigate whether or not the OSCs representation, along with user differences, influence, how likeable, appropriate and trustworthy they are.Design/methodology/approach – A web site was created for a simulated online bookseller and 183 people from various countries participated in the experiments. OSC representations were tested under four conditions in the main experiment: facial appearance (human‐like vs cartoon‐like) and gender (male vs female).Findings – The results suggest that the human‐like characters are more likeable, appropriate and trustworthy in general terms. However, when perceived capabilities of OSCs are measured, a mismatch can occur between expectations and capabilities of the human‐like OSCs. In fact, cartoon‐like OSCs, especially female, had more positive effects on the web site interface.Re...

Factors Influencing The Choice of a Supplier by Grocery Distributors

Examines the key criteria in choice of suppliers in the grocery trade. Identifies factors highlighted by existing studies – inter alia consumer value, tactical considerations, introductory marketing, prices and economic conditions and distribution channel requirements. Uses a survey of cash & carry and multiple buyers and the example of potato crisps as a basis for the article. Outlines the stages of the postal survey. Analyses results of questions asked in the survey – inter alia who makes the buying decision, reasons for stocking more than one brand, and reasons for choosing a particular supplier. Concludes that manufacturers must clearly identify where the supplier decision is made, and suppliers must continually monitor satisfaction amongst customers in a highly competitive market.

A typology of roles for avatars in online retailing

Avatars are now appearing as online assistants on transactional websites, yet their scope is still limited. This paper explores their potential roles in providing assistance, a friendlier interface and purchase recommendations. As avatars are at early stages of implementation, the conceptual framework draws upon human-computer interaction research, plus cognate literature on salesperson roles and the use of synthetic characters in other contexts. The empirical study involved two longitudinal panels of online buyers and an international, online survey of 2114 internet users. Following split-sample principal components analysis and k-means clustering, four categories of role preference are identified. The results inform decisions on the appropriateness of avatars, their adaptation to customer needs and buying contexts, and their possible roles. Hypothesised relationships with age, gender and online buying experience are tested, suggesting scope for avatar role segmentation. Suggestions are offered for marketers and website designers, considering deploying avatars, and for future research directions.