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Book of Abstracts CERR 2016 qqq qq BOOK OF PROCEEDINGS qqticqq qqthirqqq qqqtailing TOULOUSE qndq9qthBq516 q9949999qq Colloquium on European Research in Retailing 2-4 June 2016 Toulouse, France c TBS Research Centre, June 2016 20, boulevard Lascrosses, 31068 Toulouse, cedex 7, France http://www.tbs-education.fr/fr/professeurs-recherche/tbs-research-centre ISBN 978-2-9549997-1-5 EAN 9782954999715 Table of contents Title page 2 Foreword 1 Influence of store atmosphere on the shopper's behavior: the case of Yves Rocher, Jeremie Aboiron [et al.]1 Challenges, Opportunities and Logistics Practices of Delivering to High Fre- quency Stores, Anderluh Alexandra [et al.] 25 Modeling Multichannel Shoppers' Channel Preference, Bezes Christophe 29 Selling sunscreen products, come rain or shine, Brusset Xavier [et al.] 30 Logistic emergencies and impact on performance, Brusset Xavier 31 The diffusion of Efficient Consumer Response in Germany, Merle Bara [et al.] 39 Seamless Fashion Retail in Iceland - The Omni Challenge, Blumenstein Edda [et al.] 74 Brand-driven Retail Format Design, Botschen Guenther [et al.] 89 "Allons faire les courses": food and shopping acculturation, Bundy Laurence 94 1 Determinants of retailers' cross-channel integration: What really matters?, Cao Lanlan [et al.] 115 On the origins and challenges of price digitization: A century of price coding and price display in grocery stores, Cochoy Franck 117 Mavens' search behaviours and the use of cues; Implications for store brands., Collins Alan [et al.] 119 Multichannel Integration: measurement and influence in customer loyalty, Marta Frasquet [et al.] 121 Convenience store patronage: ka´'iros more than chronos, Gahinet Marie- Christine [et al.] 123 Retail location and freight flow generation: a life cycle assessment to compare city center stores to peripheral shopping centers, Houwanou Sonagnon [et al.]139 How risky are mobile beacon messages for bricks-and-mortar retailers?, Hack- eradt Ines [et al.] 153 Can Online Advertising Induce Impulse Purchases?, Monali Hota [et al.] 155 Creating Value in Grocery Retailing - Insights from a Finnish Hypermarket Retailer, H¨anninenMikko 157 The Road to Omni-Channel { The Drivers of Shopping Apps in Grocery Retailing, Jafari Hamid [et al.] 172 Exploring the links between retailing attractiveness, land's accessibility and freight trip generation (FTG), Jesus Gonzalez-Feliu [et al.] 175 Towards a scale for consumer confusion: establishing content and face valid- ity, Khan Jashim [et al.] 177 Economic Complementarity and Its Implications on Optimal Policies for Multi- Product Inventory Replenishment and Bundling, Kim Sang Jo [et al.] 179 How does that fit? { RFID in fitting rooms, Landmark Andreas [et al.] 182 Supplier's Retailer Relationship Management Capability Assessment, case Russia, Lounela Juhana 184 Beyond the store: Creating the Customer Experience - Establishing Dimen- sions of Retailtainment, Montano Sarah [et al.] 188 Antecedents of Internal Brand Commitment in Retailing: A Framework for Discussion and Research, O'callaghan Edmund 196 Impulsive Purchase and Sales Promotions: How They Interact, Omid Mahshid [et al.] 232 How Smartphones Influence Shopper Behaviour? { The case of Serbia, Petkovic Goran [et al.] 234 Contemplation and Analysis of current retail logistics concepts and technolo- gies, Christina Plohr [et al.] 236 Disabled Frontline Employees and Service Quality, Rosenbaum Mark [et al.]275 CHANGING ASSORTMENT COMPOSITION: CONSUMERS' REACTION TO THE NUMBER OF BRANDS AND NATIONAL BRANDS' PRES- ENCE, Ruiz-Real Jos´eLuis [et al.] 277 Loyalty cards and point collection programs reinforcing retail patronage be- havior, Nindl Fabian [et al.] 281 Mixing the right retail tenant mix: Assessing young consumers shopping centre patronage, Stulec Ivana [et al.] 284 The Role of Cooperation and Coopetition between Nodes in Service Net- works, Teller Christoph [et al.] 287 Food Waste, Root Causes and Store Formats, Teller Christoph [et al.] 290 What Affects Online Retail Patronage { A Meta Analysis, Teller Christoph [et al.] 293 Running after square meters vs. customer service: the case of "click and collect" in France, Vyt Dany [et al.] 294 Touching the void: Sensory-enabling technologies in online retailing, Van Kerrebroeck Helena [et al.] 320 Social, Local and Mobile Commerce Practices in Omni-Channel Retailing: Insights from Germany and Turkey, I¸sık¨ozgeYumurtacı [et al.] 321 Social, Local and Mobile Commerce Practices in Omni-Channel Retailing: In- sights from Germany and Turkey, I¸sık¨ozgeYumurtacı [et al.]........... 321 0.0.1 Design/methodology/approach........................ 321 0.0.2 Findings..................................... 321 0.0.3 Research limitations/implications....................... 322 Street Markets { A retail format for the elderly?, Zniva Robert [et al.] 322 Impact of preshopping factors on impulse buying: a structural equation model, Bellini Silvia [et al.] 325 In-Store Proximity Marketing: Experimenting with Digital Point-of-Sales Communication, Van De Sanden Stephanie [et al.] 326 Exploring patterns of loyalty program participation: new implications for research and practice, Ziliani Cristina [et al.] 332 Author Index 335 Foreword The retail industry is facing the challenges of digitalization of business processes and its conse- quences for the way business is executed. The Internet of Things is one such development that finds applications in retail stores, vending machines, delivery pick up points and other logistic or e-commerce platforms. This and other current developments in retailing are the driving force of the Colloquium on European Research in Retailing (CERR) which brings together researchers on retail issues from all over Europe. Research results and insights are shared and confronted. CERR 2016 presented revolutionary developments in retailing related research in the areas of Shopper Behavior, Retail Logistics, Supply Chain Management, Multichannel Retailing, Inter- national Retailing, Category Management as well as Retail Strategy and Operation. In this third edition of the colloquium, the abstracts that you can read in the next pages present the state of the art in solving the problems faced by managers in retailing. The new habits of customers who wish to browse through products and retailers online, make a first choice, check the availability of the product on their mobile, test it in the store before ordering it through another medium present new challenges. The corresponding e-commerce experiment, the logistics, and after sales service all require complete overhaul and adaptation. This is even truer if one takes into consideration the increasingly competitive environment faced by retailers. These are the scientific developments and experiments that you will see described in the following pages. The organizing committee is happy to be able to bring to you a guide to the research and to its authors. It is hoped that this material will help the reader in his or her own quest. Edited and assembled by the organizing committee of the colloquium Professor Xavier Brusset, PhD, HDR, Toulouse Business School: Professor Herbert Kotzab, PhD, Department of Logistics Management, Bremen University; Professor Christoph Teller, PhD, The Surrey Business School, University of Surrey. Toulouse, July 13th 2016. INFLUENCE OFSTORE ATMOSPHERE ON THE SHOPPER’S BEHAVIOR: THE CASE OF YVES ROCHER By Jérémie ABOIRON Aboiron & associates, Paris +33 634 119 047 | [email protected] And Julie AUBIN Agence Hulotte, Paris +33 651 534 718 | [email protected] Keywords: shop atmosphere, direct marketing, retail, shopper behavior Abstract : Why some shops attract more customers than others? At the heart of an increasingly competitive environment in which the products are less differentiated, retailers must find new ways to exist in the minds of consumers. They play, to do this, the sensitivity map to create and maintain a link with customers. A successful strategy tribal brand management via consumer tribes or the creation of an atmosphere in the image of the brand by the dramatization of the shop atmosphere appear as key success factors can enable retailers to achieve a sustainable competitive advantage. Although research has already highlighted the links between the shop atmosphere and consumer behavior, it has rarely done holistically and still face many problems. Through this study we try to analyze the influence of the atmosphere on shopper behavior, particularly through the study of loyalty to the brand and purchasing behavior. Introduction At the heart of an increasingly competitive environment in which products are less and less differentiated (LEMOINE, 20031, LEMOINE & BADOT, 20082 ; FILSER, 20013), brands have to find new means to exist in customers’ mind.To do so, they opt for sensitivity in order to create and maintain a connection with their customers (HETZEL, 19964). Adopting a successful tribal management of the brand through consumer tribes (LEMOINE & BADOT, 20085) or creating an atmosphere corresponding to the brand image through retail design appear as key factors of success allowing stores to show a long-term competitive advantage. According to FILSER (2001)6, customers’ shopping experience is what gives retail spaces their main competitive advantage against the web.Defined as « a personal–often emotionally- charged–experience based on the interaction with stimuli represented by the products and services made available by the consumption system7 » (CARU, COVA, 2002), the customer’s shopping experience in the retail space is an
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