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Added-value creation in experience-based retail marketing: The effects of physical store experiences on perceived value and price acceptance
Type
conference poster
Date Issued
2018-12-11
Author(s)
Abstract (De)
While customer journeys increasingly shift online, research suggests that offline interaction between clients and companies is decreasing. However, a literature review indicates that due to a lower amount of physical experiences, offline touchpoints regain importance. To investigate this issue, the role of physical retail spaces is discussed and the impact of offline-created, non-financial value is elaborated. The author argues that the store-end provides significant opportunities for added-value creation within the customer journey. Likewise it is found, that experience-based retail marketing generates additional non-financial value which in turn increases perceived price and improves price acceptance among customers. The author develops first managerial implications for a strategic use of retail space. She further provides theoretical grounds for analyzing the impact of experience-based retail marketing on price acceptance in large qualitative and quantitative data sets.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Event Title
Oxford Retail Futures Conference 2018: Understanding outcomes of data-driven research in retailing
Event Location
University of Oxford
Event Date
11 December 2018
Subject(s)
Division(s)
Eprints ID
264200