This project is focused on producing science-based insights for industry practitioners on some of the biggest challenges facing the retail sector today.
As part of an Australian and New Zealand Marketing Academy (ANZMAC) Special Interest Group (SIG), members of the Customer Experience and Insight (CXI) Research Group are involved in an externally funded collaborative research project on the challenges of balancing experience and convenience in contemporary retail contexts.
Showrooming drivers and strategies
With the rise of smartphones and online retailing, brick-and-mortar retailers are suffering from the effects of ‘showrooming’. This is when consumers investigate products in-store, benefiting from the advice of salespeople and the opportunity to inspect physical stock, but then make the actual purchase online. This practice is particularly problematic when consumers make the purchase through an online retailer that is unaffiliated with the physical store in which they investigate the product (e.g. Amazon).
Understanding the drivers of this behaviour and identifying strategies for retailers to cope with and/or discourage it is vital for the strength of the Australian retail industry.
Therefore, this research will investigate the personal and contextual factors driving consumers’ showrooming behaviour and hopefully develop practical strategies for retailers to change and adapt accordingly.
On-the-go consumption behaviour in Australia
The pace of modern life is not slowing, and a wide range of consumer trends are driving an increase in on-the-go (OTG) consumption. Today, consumers frequently carry drinks and food while on-the-run, be it picking up the kids, skipping traditional at-home meal occasions (i.e., breakfast), or racing between meetings.
This behaviour has become commonplace in modern society and as such, OTG consumption has grown substantially. However, OTG consumption remains under-researched, leaving brand managers in the dark with regard to macro-level consumption drivers, preferences and behavioural outcomes.
For retailers and food manufacturers seeking to succeed in this competitive sector, there is a necessity to understand how this behaviour is changing, but also what factors are driving these changes.
Such insight will aid in differentiating product offerings beyond standard packaging choices and addressing these changing lifestyles through new product development.
|Associate Professor Sean Sands||Co-Director, CXI Research Group|
|Associate Professor Isabella Maggioni||ESCP Europe Business School|
|Professor Jonathan Elms||Sir Stephen Tindall Chair in Retail Management, Massey Business School|
|Dr Carla Ferraro||Lead, Retail and Consumer Behaviour, CXI Research Group|
|Dr Charles Jebarajakirthy||Lecturer, Griffith Business School|
|Dr Andrew Murphy||Senior Lecturer, Centre for Advanced Retail Studies, Massey Business School|
|Dr Jason Pallant||Lecturer, Swinburne University of Technology|
|Dr Jessica Pallant||Lecturer, Swinburne University of Technology|
|Dr Lois Shedd||Postdoctoral Research Fellow, CXI Research Group|
|Associate Professor Dewi Tojib||Monash Business School|