From the dichotomous paradigm of the shopping

Transcription

524305
research-article2014
RME0010.1177/2051570714524305Recherche et Applications en Marketing (English Edition)Editorial
RAM
Editorial
Editorial: From the dichotomous
paradigm of the shopping experience
to the ubiquitous paradigm
Recherche et Applications en Marketing
2014, Vol. 28(3) 3–13
© The Author(s) 2014
Reprints and permissions:
sagepub.co.uk/journalsPermissions.nav
DOI: 10.1177/2051570714524305
rme.sagepub.com
Olivier Badot
ESCP Europe and IAE de Caen-Basse Normandie, France
Jean-François Lemoine
Université Paris 1 Panthéon Sorbonne (PRISM) and ESSCA Ecole de Management, France
As highlighted at a recent professional symposium
on cross-channel commerce held by LSA (LSA,
2013), the trend in consumer habits is towards fragmentation, with consumers turning to increasingly
varied channels and formats.1 New shopping habits
(aiming at better cost control and resulting from more
dispersed lifestyles) associated with the development
of a ‘digital ecosystem’ (de Rosnay, 2013) prompts
us to reconsider the traditional dichotomy – derived
from that between commerce and e-commerce – that
the business world and the academic community
have observed between the ‘shopping experience’
and the ‘e-shopping experience’.
The first reason for a discussion about the
‘dichotomous paradigm’ of the shopping experience stems from its segmented nature (having a
shopping experience in a store vs. online). Indeed,
the fragmentation of lifestyles,2 which causes consumers to commute and move about more and more
and to consume on the go3 – the development of a
‘transit and takeaway society’ for Virilio (2009) –
coupled with techno-commercial arrangements
combining channels (cross-channel commerce)
and/or formats (cross-format commerce4), tends to
render a dichotomous and segmented perspective
obsolete and replace it with an analysis in terms of
flows, in terms of a ‘shopping peregrination’. For
consumers, this entails optimizing trips (saving
time, heightened efficiency) especially when one
has a large number of activities to do (dropping off
and picking up children, grocery shopping, leisure).
For Gasnier (2007), shopping is now part of a complex chain that is meticulously organized and timed.
The second reason to discuss the dichotomous
paradigm concerns the notion of the attractiveness
of a retail outlet or a commercial website. Indeed, as
Pine and Gilmore (1999) have shown, shopping
experience strategies appeared in the 1990s so that
businesses could first build a reputation and attractiveness by providing their customers with highly
hedonistic experiences (Filser, 1996), and then
charge higher profit margins than they would be
able to if they were just selling products or services.
The same approach was then applied to websites.
The aim of providing e-shopping experiences to
online users, inspired by strategies used in brickand-mortar stores, was to increase differentiation
and user traffic to websites (Belaud, 2011b ;
Lemoine, 2008, 2012). In both cases, the strategy is
to promote a shopping or an e-shopping experience
by creating a (more or less) revisited destination.
On the other hand, ‘in-transit’ shopping – such as
bus and railway station retailing, which is fast
expanding (Keller, 2009; Sabbah, 2011) as well as
the possible use of mobile shopping apps for smartphones, called ‘Shazaming’ – the product offering
Corresponding author:
Olivier Badot, Full Professor at ESCP Europe and IAE de Caen-Basse Normandie, France.
Email: [email protected]
Downloaded from rme.sagepub.com at PENNSYLVANIA STATE UNIV on May 17, 2016
4
Recherche et Applications en Marketing (English Edition) 28(3)
(Lemoine and Badot, 2010), has more to do with
location than destination.
While research on the shopping experience has
focused a lot on its relatively participative and interactive nature (Carù and Cova, 2007a), little attention has been paid to the combination of channels
and formats and to the instantaneousness of the
experience. As Antéblian et al. summarize in their
contribution to this special issue, the experience
that is co-constructed by the customer, who makes
use of all the available resources (network of shops,
e-commerce, smartphone, etc.), requires channels
to be complementary both in terms of fluidity and
coherence, rather than existing in a ‘silo’ configuration. The experience is therefore part of a ‘meta
shopping experience’ whereby retailers have to
understand consumers’ expectations for each channel and to integrate the whole into a comprehensive
offering. The lived experience is no longer strictly
linear because the consumer will navigate an ‘omnichannel experience’ that makes sense and which
matches the expectations they have for each channel used. We can henceforth speak of a ‘cross-channel’ or even a ‘ubiquitous’ paradigm for the
shopping experience.
Set within this managerial and theoretical context, the introduction to this special issue of
Recherche et Applications en Marketing (English
Edition), aims first of all to lay down the terms of
the ‘dichotomous paradigm’ separating ‘shopping
experience’ and ‘e-shopping experience’ (covered
in greater detail in the articles chosen for this issue)
and, second, to outline the foundations and modalities of the ‘ubiquitous paradigm’ of the shopping
experience.
From the ‘dichotomous
paradigm’ of the shopping
experience
In the dichotomous perspective, the ‘shopping
experience’ and ‘e-shopping experience’ belong to
the same paradigm, they only differ in the ‘space’
where the experience takes place. One is experienced in a physical place (store, shopping mall,
theme park, cultural centre, fair, trade show, pop-up
store, etc.), the other on a desktop, laptop, tablet or
smartphone. Indeed, as Roederer (2012) states in a
comprehensive survey based on his doctoral
research, the ‘e-shopping experience’ (called ‘cyber
experience’) is situated at the intersection of the
‘consumer-driven experience’ and the ‘companydriven experience’, in keeping therefore with the
same paradigm created by the seminal work of
Holbrook and Hirschman (1982), Pine and Gilmore
(1999: 30) and enriched by Carù and Cova (2007b),
among others.
Apart from the ‘consumer-driven experience/
company-driven experience’ polarity that forms the
basic paradigm of research on the shopping experience, the rise of e-commerce has prompted researchers to distinguish between the ‘shopping experience’
and the ‘e-shopping experience’ (Lemoine, 2008,
2012; Soopramanien, 2011).
‘The shopping experience’
As Antéblian et al. state in their contribution to this
special issue:
the following all have something in common: an
Oxylane Village sports centre, a Sephora beauty
products store, an Abercrombie & Fitch clothing store,
the flagship Louis Vuitton stores on the Champs Elysées
in Paris or in Shanghai and a Wholefoods supermarket;
these retailers define their market positioning in relation
to the shopping experience concept. Naturally they offer
an extensive selection of quality products. But above all,
they promise customers that they will get these products
through an enjoyable interaction, staged in a highly
theatrical setting – a source of multi-sensorial stimulation
that will leave them with a pleasant memory.
The contributions of Antéblian et al., de MichaudTrévinal and de Bœuf and Sénécal delve deeper
into the notion of ‘shopping experience’, in relation to its strategic orientation, its antecedents, its
modalities, its consequences and its cross-border
dimension.
Antéblian et al. recall that merchants and retailers, along with most researchers, seem to have
implicitly adopted a single strategic orientation of
the experience: that of an ‘extraordinary’ experience, based on the massive theatricalization of the
selling space and the aim of immersing the customer in a hyper-real environment (like at West
Edmonton Mall, the flagship stores of Niketown,
5
Editorial
and L’Occitane). Little research has been conducted
on ordinary or ‘infra-ordinary’ shopping experiences (with the exception of Badot (2005), Rémy
(2005) and, more recently, Ouvry (2013)).
Concerning the antecedents to the shopping
experience, Antéblian et al. recall that the in-store
experience depends a great deal on what motivated
the consumer to visit the retail outlet. Three successive theoretical viewpoints have sought to analyse
these antecedents:
•• The first approach considered the attributes
relating to the logistic function of the retail
outlet.
•• This was then expanded to distinguish these
‘economic’ attributes from ‘recreational’
attributes.
•• Recent research has called this duality into
question, adopting a more holistic view of
the determinants of the in-store experience.
In its holistic nature, this line of research prefigures the ‘cross-channel’ and ‘ubiquitous’
paradigms of the shopping experience.
In terms of the ways and means by which the shopping experience is produced in practice, according
to Antéblian et al., the fact that the differentiation
achieved through these experience-creating strategies ran out of steam (Abercrombie & Fitch comes
to mind) is a signal that consumers should be
allowed more freedom in their experiential progression, without, however, ‘giving them carte blanche’,
because it seems that it is only possible to immerse
the consumer in an experiential context through the
intermediary of guides that give access to the experience. This indicates the importance of interpersonal relations and contact staff in experiential
strategies (like at Nature et Découvertes whose success never seems to wane) or the rituals that shape
the itinerary that the experience follows (Badot and
Lemoine, 2009; Lemoine and Badot, 2008).
Concerning the particular case of shopping in a
mall or shopping centre, the research carried out by
Michaud-Trévinal and reproduced in this special
issue reveals four types of shopping itinerary:
•• The extremely simple ‘passing through’ itinerary: the time spent is the shortest, the pace
is quickest and the itinerary is characterized
by continuity as lingering, stops and entry
into shops are all short. Followed mainly by
men, this type of itinerary is of a utilitarian,
very elementary and flowing nature.
•• The ‘pragmatic’ itinerary: these are rather
simple, lasting around ten minutes. There are
fewer shopping companions than in the other
itineraries and the pace is normal. This type
of itinerary mainly involves a trip to the
supermarket with some time spent (or stop
and entry) in a particular shop.
•• The ‘browsing’ or ‘strolling’ itinerary: this is
characterized by a large number of shopping
companions and a slower pace than the other
itineraries. Numerous stops are made in front
of or inside shops (discontinuity). Fewer
entries are made into shops than in the fourth
type of itinerary.
•• The ‘appropriation’ itinerary: characterized
by a larger proportion of women shoppers,
more time spent, and fewer shopping companions than for the other itineraries. The
pace is rather slow as the itinerary includes
numerous stops and entry into shops.
Piris’s contribution to this special issue concerns a
particular aspect of the shopping experience in
supermarkets: the customer’s perception of variety
based on the breadth and depth of the product
assortments. Her survey of 1009 consumers highlights the mediating role played by the perception of
variety and hence whether the variety of a product
assortment can be reduced without affecting the
variety perceived by consumers.
For the analysis of shopping experience consequences, three stages may be identified according to
Antéblian et al.:
•• Satisfaction was initially considered as the
principle antecedent of shopper loyalty and
the way it is formed was analysed by shifting
from a strictly cognitivist view to one that
takes the customer’s emotional states into
account.
•• The overly transactional nature of satisfaction prompted the development of research
into the concept of shopping value.
6
•• Finally, current research tends to diversify
the results indicators of the experience to
focus more rigorously on the relationship
between the customer and the shop or retail
brand.
The e-shopping experience
Although shopping experiences began in physical
environments, they also exist in virtual environments (websites) through the use of computers, tablets, smartphones … and even electronic clothes
hangers in C&A stores in Brazil. Of the different
variables that are traditionally used in the marketing
literature to apprehend the e-shopping experience, it
is website atmosphere (store atmosphere or web
atmosphere or website atmospherics) in particular
that has caught the attention of researchers in recent
years (Belaud, 2011a; Charfi, 2012; Ettis, 2008;
Lemoine, 2008, 2012).
Defined by Dailey (2004) as ‘the conscious
designing of web environments to create positive
effects (e.g. positive affect, positive cognitions,
etc.) in users in order to increase favourable consumer responses (e.g. site revisiting, browsing,
etc.)’, website atmospherics is regularly employed
by marketers to offer customers pleasant, fun, valorising navigational experiences that are sources of
differentiation. To achieve this objective, it is necessary to know, first of all, which of a website’s different atmospheric cues can be acted upon and, second,
their effects on user behaviour.
Different typologies of atmospheric cues have
emerged with the aim of clarifying the conceptualization of website atmosphere. While they do not all
agree on the same set of cues, they do provide complementary approaches in terms of how to best apprehend this variable. According to Eroglu et al. (2001),
for example, a website’s atmosphere can be described
in terms of the following two categories of cues:
•• The first is made up of all the ‘high task-relevant environment’ cues, such as the website’s verbal and visual cues, that may help
users to attain their shopping goal (descriptions of the merchandise, the price, sales and
return policies, navigational aids, product
pictures, etc.).
•• The second contains all the ‘low task-relevant environment ‘ cues. In this category we
find atmospheric cues whose purpose is decorative and fun rather than informative
(background colours and patterns, music,
typestyles and fonts, animation and images
other than product photos, etc.).
For Childers et al. (2001), website atmosphere may
be broken down into utilitarian (functional) features and hedonic (experiential) features. Similarly,
Chang et al. (2002) distinguish functional features
(site map, pull-down menus, etc.) from symbolic
ones (music, fonts, background colour, etc.)
Finally, a recent research paper shows that atmospheric cues from a brick-and-mortar store, updated
by Baker (1986), are adapted to the description of a
website’s atmospheric cues (Lemoine, 2008). Thus,
it is possible to describe a website’s atmosphere in
terms of social factors (virtual customer-service
agents, customer testimonials, discussion forums,
etc.), design elements (navigability, accessibility of
product range), and ambiance (colours, images,
music, typography, etc.).
In the article she contributed to this special issue,
Lao investigates whether e-consumers’ behavioural
responses can be facilitated by the mental images
that the presentation of a product on a commercial
website generates and whether it is possible to
enhance the mental images of online users. She
highlights the positive influence of mental imagery
of self and its antecedents on anticipated mixed
emotions and on e-consumers’ impulse buying and
purchase intent. Her findings show that the choice
of stimuli used in an online product presentation
can significantly influence mental imagery and the
behavioural responses of online users.
To measure the effects of a website’s atmosphere
on user reactions, and therefore better understand
the consequences of the e-shopping experience, two
complementary approaches are traditionally
employed in the literature. The first is based on
Mehrabian and Russell’s (1974) S-O-R (stimulus–
organism–response) model, and stipulates that a
website’s atmosphere will only influence consumers’ responses if it first acts on their emotions. It was
by using this model that Ettis (2008) was able to
expose the principal effects and also the associated
7
Editorial
effects of a web page’s background colour, ambient
music and animations on users’ emotional and
behavioural reactions. Indeed, the second approach
emphasizes the effect of website atmospheric cues
first on the individual’s state of immersion,5 then on
the perceived value of the visit (hedonic and/or utilitarian), and finally on behaviours (Bettaieb and
Poncin, 2013; Charfi, 2012). Using this approach,
Charfi (2012) underscores the impact of threedimensional decors and virtual customer-service
agents on the online immersion experience (Lemoine
and Notebaert, 2011). In each of these cases, the two
approaches show that the e-shopping experience is a
powerful factor in website differentiation, which is a
source of significant value creation for the user.
In this special issue, Bœuf and Sénécal put forward a conceptual model, focusing specifically on
the cross-border online shopping experience, which
takes the following determinants into consideration:
•• the quality of the online foreign retailer’s
product range;
•• familiarity with the foreign retailer;
•• language ability in the language of the foreign retailer;
•• confidence in the online foreign retailer;
•• the secondary costs of a cross-border purchase (waiting time at the border, exchange
rates, product return policy, guarantees, etc.);
•• ethnocentrism that negatively impacts the
propensity to buy abroad;
•• sensitivity to interpersonal influence, which
determines the propensity to conform to the
expectations of others in buying decisions.
… To the ‘ubiquitous
paradigm’ of the shopping
experience
As Antéblian et al. state in their contribution,
‘knowing that today’s consumer is multi-channel,
cross-channel or trans-channel,6 partial to free riding (or channel-hopping among the available channels (Bezes, 2012)), we can imagine for a single
retailer or a single category of products a sort of
‘meta shopping experience’ made up of all the
experiences in the various channels available
(physical and virtual) that the consumer uses to
optimize the utilitarian and/or hedonic value
obtained from the experience. ‘Retailers’ physical
and virtual networks are resources that are made
available to the consumer. Whether for consumers
seeking information or making a purchase, the
e-commerce sites and the physical network should
be complementary, each channel should contribute
to the total value of the shopping experience’
(Antéblian et al., this issue).
Today’s market therefore leads us to rethink the
basic paradigm of the shopping experience in a
multi-, cross- or omni-channel perspective (CollinLachaud and Vanheems, 2011) as much for socioeconomic reasons (the ‘liquid consumerocracy’) as
due to the commercial strategies implemented by
retailers. Beyond the cross-channel shopping experience, a ‘ubiquitous’ shopping experience seems to
be emerging. Ubiquitous commerce means being
able to buy goods and services Anytime, Anywhere
and on Any Device (ATAWAD) (Derycke et al.,
2005; Lemoine and Badot, 2010; Richard Lanneyrie,
2010).
Towards a ‘liquid consumerocracy’?
For Sansaloni (2006), consumers seem to be
increasingly guided by the ‘I consume what I want,
when I want, and where I want’ attitude. For
Maffesoli (2009: 41–42), ‘the circumnavigation
that is an essential quality of the internet is creating
new ways of being and is profoundly transforming
the structure of social ties’. We are witnessing the
emergence of a ‘consumerocracy’ – a veritable
democratization of innovation and production7 (Von
Hippel, 2005) and of shopping, whose advanced
form is consumer-to-consumer commerce (C2C)
and alternative forms of commerce such as community-supported agriculture, direct selling by producers, bartering, with all of this being electronically
facilitated through online social networks (Merle
and Piotrowski, 2012). It is suggested that this ‘consumerocracy’ is the commercial manifestation of
the ‘Powershift society’ prophesied by Agamben
(1990) and Toffler (1990), where citizen/consumers
have become ‘whatever singularities’, carrying
frustrations about the instituted forms of the political, social and commercial spheres, and seeking a
8
way to self-manage their relationship to society,
mainly through the internet (Badot and Cova, 2003;
Cova and Carrère, 2002). This ‘consumerocracy’
would allow ‘miniature solidarities’ that the macroeconomic order is no longer able to provide
(Maffesoli, 2009). It is interesting to see how much
the commerce and services channelled through
social media come together with the ‘solidarity
economy’ (Badot et al., 2013).
Furthermore, for Virilio (2009), this ‘consumerocracy’ is liquid (Bauman, 2005) because it is based
on an economy of flows, takeaway, geographic
emancipation, speed and agility. Gradually replacing
a ‘destination-based’ economy, the transit and takeaway society is emerging, a worldwide phenomenon
rooted in the mobility of ideas, resources, goods and
bodies, but also ever increasing inequalities.
In the sphere of commerce and retailing, according to Moati (2011) this is a ‘post-Fordist revolution’
that consists of the dematerialization of commerce
into small formats and scattered concepts, calling
into question the key foundations of the retail sector’s economy: retailers’ efforts to reach a ‘critical
threshold’ (in terms of surface area, volume, sales,
network size, etc.) and ‘one-stop shopping’ formalized by supermarkets and big box retailers. Indeed,
the ‘dispersion’8 of socioeconomic structures
(blended families, work mobility, multiple professions, etc.) combined with the expansion of desires
and the feeling of frustration at the increasingly limited resources available to satisfy them9 seems to
lead necessarily to the provision, along consumers’
itineraries and schedules, of small services that are
functional and designed to fit consumer habits as
closely as possible and/or small affordable pleasures
to offset the worries and cares of daily life (Miller,
1998). Furthermore, consumers seek to reduce the
time constraint (home–work commute, utilitarian
errands, for example) in order to maximize the time
devoted to leisure (Moati, 2011).
In this regard, with a few rare exceptions (mega
shopping centres like the Aeroville project outside
Paris come to mind), the shopping experience is not
oriented around a destination, where the shopper
deliberately goes out to have a ‘shopping experience’ in a gratifying retail space (Bonnin, 2002), but
along the path of the consumer’s physical and mental movements.
From the ‘cross-channel
shopping experience’ to
the ‘ubiquitous shopping
experience’
Like Badot and Navarre (2002), Collin-Lachaud
and Vanheems (2011) find that we are witnessing
a growing intermingling of retail channels
because companies are offering their customers
browsing space that is both virtual and physical.
The ‘cyber-shopper’ (Vanheems, 2009) weaves
online and offline experiences together, completes an experience begun online in a physical
shop (Belvaux, 2004) or goes there to prolong an
experience initiated in the retailer’s online space.
The reverse is also true, a decision-making process can be started offline and completed online.
This back-and-forth between a retailer’s electronic and real spaces can be multiplied as much
as the cyber shopper wishes. For Antéblian et al.,
the excitement of the consumer’s multi-channel
quest meets an experience-seeking need when it
is accompanied by a feeling of being immersed in
the abundance of accessible information, both
virtual and real.
In this view, the ‘cross-channel shopping experience’ can take different forms:
•• The ‘brick and press’ experience (shops +
smartphones): when they are in a retail location, shoppers use their smartphone to find
information about the product they have in
front of them and to compare prices by surfing specialized websites. Smartphones can
also be used to download discount coupons.
To gauge the potential of this option, note
that in 2011 France had 23.6 million mobile
internet users aged 11 and over (Médiamétrie,
2012) and that 40% of smartphone owners
used them in stores (Fevad, 2013). The ‘brick
and press’ experiences are accessible in large
chains as well as independent retailers (Badot
and Lemoine, 2010).
•• The ‘click and collect’ experience (e-commerce + urban micro-logistics): consumers
buy a product online wherever they happen
to be and then collect it at a parcel pickup
location near their home, workplace, in an
9
Editorial
‘intelligent car park’ or during their commute
(e.g. DHL service points or Cityssimo).10
•• The ‘web to store’ experience: the customer
makes a purchase online and then goes to
pick up the order at one of the retailer’s stores.
In this way they can get additional advice or
have a gratifying experience in atmospheric
or relational terms and the retail outlet may
benefit from additional sales. There are also
initiatives such as that of the Socloz.fr platform, bringing together several retailers and
enabling customers to reserve products and
then buy them at the retail outlet.
•• The ‘store to web’ experience: there are two
possibilities here. In the first, consumers go to
a store to look at products and get information
about them before buying them on the website
of the same retailer or any other website. In
this case, the ‘store to web’ model may prove
to be an economic disaster for the store visited, especially considering the very high
property costs involved. To cope with ‘showrooming’ behaviour, Lee and Seo (2006) put
forward a new business model for physical
stores. Today, sales staff spend time advising
customers who end up going online to buy the
product recommended by the sales assistant
because they found a better price than in the
retail outlet. The sales staff are not compensated for their expertise and advice because
they lose the sale. The authors therefore recommend shifting the way the transaction’s
value is distributed: the retail outlet should
focus on giving advice (it would show models, but no longer sell them and therefore no
longer carry any inventory). When consumers
want to buy the product recommended, the
sales staff refer them to a marketplace that
they have an arrangement with. The sales staff
are compensated for their advice and for guiding the consumer right up to the moment of
the purchase. All of this is done in complete
transparency. Although profit margins are
lower, the authors explain that this could be
offset by not carrying inventory and not
spending money on marketing. The other type
of store-to-web experience resembles the
long-standing strategies of flagship stores
analysed by Filser (2001) in which consumers
are attracted to the retailer’s extraordinary
enchanted stores, often found in prestigious
locations, in order to build enthusiasm for the
brand and its products, even if they are purchased on its website. In this second type, the
business model is based more on investments
in brand management than on effective direct
selling.
Nevertheless, a bolder view of the future would
have us imagine even more fluid, more mobile
shopping experiences: ‘ubiquitous shopping experiences’ through smartphones, phablets, Google
Glass, or future interfaces inspired by Wii. These
shopping experiences involve:
•• applications inspired by Shazam (that can
recognize a piece of music in the street and
let the user to buy it on iTunes in just two
clicks) such as Amazon Recognize, which
enable users to buy products on Amazon.
com from photos taken of inspiring products
encountered during one’s travels;
•• multiple social networks such as Zaarly that
organize the information, advice, analysis,
evaluation, sale, barter, and delivery of all
kinds of goods and services;11
•• applications such as Around Me (that find
nearby services and businesses using
geo-positioning;
•• a ‘long tail’ of suppliers ranging from large to
very small (Anderson, 2007), identified by
applications and evaluated on social networks;
•• all the retailers or business that might supply
nearby or distant ‘ubiquitous shoppers’;12
•• less formatted forms of business possibly
originating in the solidarity economy (second-hand stores, thrift stores, consignment
stores, Emmaüs, Goodwill, Salvation Army
stores, etc.);
•• individuals who want to get rid of certain
belongings and/or want to increase their
income by providing services;13
•• small urban freight distributors (city logistics) that can deliver to ‘ubiquitous shoppers’
at home, at their workplace, along their commute or in situ.14
10
For example, a woman in the street is excited
by a passerby’s handbag and takes a picture of it
with her smartphone. Using the digital product
databases provided by brands and retailers – those
that have agreed to do so – a digital compatibility
analysis is done, telling the woman which traditional stores, second-hand stores, consignment
stores or nearby residents have this type of handbag for sale (evaluating them) and also giving her
the option of buying it, new or used, with two onehanded thumb clicks on her smartphone. Another
app will help her find her way by giving her information on transport options and traffic conditions
(Lemoine and Badot, 2010). This type of ubiquitous shopping experience is likely to grow in 2014,
the year that the number of internet connections by
smartphone is expected to exceed that made by PC
or laptop.15
No doubt numerous future research studies will
analyse the motivations, modalities and consequences of this type of ‘ubiquitous shopping experience’. Their aim will be to analyse how the variables
and modalities of the ‘ubiquitous shopping experience’ differ from those of ‘shopping experiences’,
‘e-shopping experiences’ and ‘cross-channel shopping experiences’ and to what extent they are the
source of different shopping behaviours.
Other research studies will analyse the political
economy of these unprecedented cross-channel
arrangements, involving new market players and
anchored in the perspective of the advanced emancipation of consumers, highly collaborative behaviours, and a holistic and fluid dimension of the
shopping experience.
Funding
This research received no specific grant from any funding
agency in the public, commercial, or not-for-profit sectors.
Notes
1. A Credoc study on grocery shopping shows that
while 15% of French consumers used six, seven
or even eight different retail formats in 2005, 24%
of them were using between six and ten formats in
2012 (Credoc, 2012).
2. Of the 75% of full-time workers on permanent
contracts, only 27.3% have ‘traditional’ working
hours. The others (47.7%) work evenings, nights,
weekends or have variable hours (Lemière and
Marc, 2006).
3. Desse (2010) analyses how urban sprawl combined
with the multiplication of work, business and leisure
areas has favoured commuting and travel. In France,
the average distance travelled per day has increased
from 5km in the 1950s to 45 km in the 2000s (30
km around the home and 15 km for weekend and
holiday travel).
4. See Ouvry (2013).
5. In this approach, the influence of a website’s atmosphere on flow or on telepresence has also been studied. For more details, see Charfi (2012).
6.For a distinction between multi-channel, crosschannel and omni-channel, see the article by
Antéblian et al. in this issue.
7. Examples that come to mind are the announced
arrival of 3D printers and ‘personal micro factories’
that will be formed by individuals or groups of digital network artisans (de Rosnay, 2013).
8. Le Breton (2004) has identified three criteria to
establish a typology of dispersion in France:
biographic dispersion (number of changes of
- residence and their geographic scope);
- daily dispersion (including daily commuting
from home to work);
- the type of social integration. Individuals belong
to several social groups: close family, extended
family, work and school relations, neighbours,
PTA, social clubs, recurring holiday destinations,
online discussion groups, etc. Integration may
be compartmentalized (where different social
groups are not mixed) or blended.
9. See Moati and Rochefort (2008).
10. See Durand and Senkel (2011).
11. See, for example, the special report in Challenges:
100 Start-up où investir, n° 339, 4–10 April 2013,
pp. 44–66.
12. Consumers having a ubiquitous shopping experience.
13. See, for example, the Super Marmite website: www.
super-marmite.com
14. See, for example, Centre d’Analyse Stratégique
(2012) and Durand and Senkel (2011).
15.According to the American agency, Emarketer,
more people will connect to the internet in 2014
using a smartphone than a computer. Concerning
mobile internet use in France, 40% of 15–60 year
olds have a smartphone; 91% of mobile users keep
their mobile handy 24/7; 61% connect every day;
an increase is observed in connections in public
transport, public places and shops. The main types
11
Editorial
of apps that are downloaded are: geolocation (56%),
practical info services (54%), news (52%). The three
main smartphone uses are: communications (email
74%, social networks 50%), search for information
(search engines 70%, maps 59%, location 48%)
and entertainment (games 40%, media 34%, videos
34%).
References
Agamben G (1990) La communauté qui vient. Paris:
Editions du Seuil.
Anderson C (2007) La Longue Traîne: La nouvelle économie est là! Paris: Pearson Education.
Badot O (2005) L’autre raison du succès de Wal-Mart:
une rhétorique de l’infra-ordinaire. Revue Française
du Marketing 203: 97–117.
Badot O and Cova B (2003) Néo-marketing, 10 ans
après: pour une théorie critique de la consommation
et du marketing réenchantés. Revue Française du
Marketing 195(5/5): 79–94.
Badot O and Lemoine J-F (2009) La ritualisation du parcoursclient chez Build-a-Bear Workshop. Phénoménologie
et enseignements. In: Actes des 14èmes Journées de
Recherche en Marketing de Bourgogne, Dijon, 12 and
13 November.
Badot O and Lemoine J-F (2010) Les stratégies
d’innovation dans le commerce indépendant de proximité. Décisions Marketing 57: 63–66.
Badot O and Navarre C (2002) L’achat de véhicules automobiles sur Internet: un exemple d’articulation multicanaux expérientielle. In: Actes des 7èmes Journées
de Recherche en Marketing de Bourgogne, CREGO
et IAE de Dijon, Dijon, 13 November.
Badot O, Lemoine J-F. and Butery L (2013) Prospective
du commerce urbain. Tendances, gouvernance et
acteurs Paris: Edition CCI Paris Ile-de-France.
Baker J (1986) The role of the environment in marketing services: The consumer perspective. In: Czepiel
JA (ed.) The Services Challenge: Integrating
for Competitive Advantage. Chicago: American
Marketing Association, pp.79–84.
Bauman Z (2005) Liquid Life. Cambridge: Polity Press.
Belaud L (2011a) Une approche ergonomique des sites
marchands sur Internet: de la perception au comportement des consommateurs. Doctoral thesis,
Université de Bourgogne, France.
Belaud L (2011b) Orientation spatiale et intention comportementale de l’internaute. In: Actes des 10èmes
Journées de recherche en e-marketing, Université
Paris 1-Panthéon-Sorbonne, Paris, September.
Belvaux B (2004) Recherche d’information et achat dans
un environnement multicanal. Le cas du ‘Click and
Mortar’. Doctoral thesis, Université de Bourgogne,
France.
Bettaieb G. and Poncin I (2013) Les facteurs
d’atmosphère dans un site en 3D: des facteurs
classiques à la mobilisation des 5 sens dans
l’expérience de shopping en ligne. In: 29ème
Congrès International de l’Association Française
du Marketing. La Rochelle, May.
Bezes C (2012) La congruence perçue des magasins et
du site Internet: effets sur le choix du canal d’achat:
le cas de la Fnac. Vie & Sciences Economiques/La
Revue de l’Economie et de l’Entreprise 190: 46–70.
Bonnin G (2002) Magasin et Expérience de Magasinage:
le rôle de l’appropriation. Décisions Marketing 28:
65–75.
Carù A and Cova B (2007a) Consuming experiences: An
introduction. In: Carù A and Cova B (ed.) Consuming
Experience. Oxford: Routledge, pp.3–16.
Carù A and Cova B (eds) (2007b) Consuming Experience.
Oxford: Routledge.
Centre d’Analyse Stratégique. (2012) Pour un renouveau de la logistique urbaine. Note d’analyse n° 274,
Centre d’Analyse Stratégique.
Chang JE, Simpson TW, Rangaswamy A and Tekchadaney
JR (2002) A good website can convey the wrong
brand image! A preliminary report. Working Paper,
E-Business Research Center (EBRC), University of
Pennsylvania, USA.
Charfi AA (2012) L’expérience d’immersion en ligne
dans les environnements marchands de réalité virtuelle. Doctoral thesis, Université Paris Dauphine,
France.
Childers TL, Carr CL, Peck J and Carson S (2001)
Hedonic and Utilitarian motivations for online retail
shopping behavior. Journal of Retailing 11: 511–535.
Collin-Lachaud I and Vanheems R (2011) Comment le
parcours cross canal du consommateur transforme-til son expérience de shopping? In: Actes du 14ème
Colloque Etienne Thil, Roubaix, 22–23 September.
Cova B and Carrère V (2002) Les communautés de passionnés de marque: opportunité ou menace sur le Net.
Revue Française du Marketing 189/190: 119–130.
Credoc. (2012) Enquête Commerce 2012. Comportements
et attitudes des consommateurs à l’égard du commerce
alimentaire. Cahier de recherché. Paris: Credoc.
Dailey L (2004) Navigational web atmospherics explaining the influence of restrictive navigation cues.
Journal of Business Research 57(7): 795–803.
De Rosnay J (2013) Internet est derrière nous. Grandes
Ecoles et Universités Magazine May–June, 95.
Derycke A, Chevrin V and Rouillard J (2005)
Intermédiations multicanales et multimodales pour
12
l’e-formation: l’architecture du projet Ubi-Learn. In:
Actes du Colloque Environnements Informatiques
pour l’Apprentissage Humain, Montpellier, pp.
407–412.
Desse R-P (2010) Commerce et mobilités. In Boquet Y
and Desse R-P (éd.) Commerce et mobilités. Dijon:
Editions Universitaires de Dijon, 259–274.
Durand M-P and Senkel B (2011) L’innovation au cœur
de la logistique urbaine: l’information facteur-clé de
mutualisation? Etude du cas ‘Cityssimo’. In: Actes
de la 2ème Journée thématique SILOGIN – Systèmes
d’information, Logistique et Innovation Nantes, 3
November.
Eroglu SA, Machleit KA and Davis LM (2001)
Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business
Research 54(2): 177–184.
Ettis S (2008) L’atmosphère des sites Web marchands et
les réactions des consommateurs en ligne: impact de
la couleur dominante, de la musique d’ambiance et
des animations. Doctoral thesis, Université de Nantes,
France.
Fevad: Available at: www.fevad.com
Filser M (1996) Vers une consommation plus affective.
Revue Française de Gestion 110: 90–99.
Filser M (2001) Le magasin amiral: de l’atmosphère
du point de vente à la stratégie relationnelle de
l’enseigne. Décisions Marketing 24: 7–16.
Gasnier A (2007) Le temps de mobilité des consommateurs au cœur des nouvelles logiques d’implantation
de l’offre commerciale. Espace populations sociétés
2–3: 243–254.
Holbrook M and Hirschman E (1982) The experiential
aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research 9(2):
132–140.
Keller F (2009) La gare contemporaine. Report submitted
to the Prime Minister, Paris.
Le Breton E (2004) Les épreuves de la dispersion,
recherche exploratoire sur les expériences individuelles de la société dispersée. Report for the
PREDIT.
Lee K J and Seo Y H (2006) A pervasive comparison
shopping business model for integrated offline
and online marketplace. In: ICEC 06, Fredericton,
Canada.
Lemière S and Marc C (2006) Qualité des emplois et genre:
les effets croisés des statuts et des horaires de travail.
Cahiers de la Maison des Sciences Economiques,
Centre d’économie de la Sorbonne (CES), CNRS :
UMR8174, Université Paris 1, Panthéon-Sorbonne,
décembre.
Lemoine J-F (2008) Atmosphère des sites Web marchands et réactions des internautes. Revue Française du
Marketing 217(2/5): 45–61.
Lemoine J-F (2012) Pour une présentation du concept
d’atmosphère des sites Web et de ses effets sur le
comportement des internautes. In: Gallouj C and
Vigliano MH (ed.) Management de la Distribution
Paris: L’Harmattan, pp.169–180.
Lemoine J-F and Badot O (2008) Gestion tribale de la
marque et distribution spécialisée: le cas d’Abercrombie
and Fitch. Décisions Marketing 52: 9–18.
Lemoine J-F and Badot O (2010) La shazamisation de
l’offre: modalités, devenir et implications managériales. Management & Avenir 44: 187–196.
Lemoine J-F and Notebaert J-F (2011) Agent virtuel et
confiance des Internautes vis-à-vis d’un site Web.
Décisions Marketing 61: 47–53.
LSA. (2013) Congrès du cross canal. In: Les stratégies
du retail de demain, Pavillon Kléber, Paris: LSA,
6 June. Available at: http://evenements.infoprodigital.com/lsa/conference-congres-du-crosscanal-2013-205
Mediametrie: Available at: www.mediametrie.fr
Maffesoli M (2009) Apocalypse. Paris: CNRS Editions.
Mehrabian A and Russell J A (1974) An Approach to
Environmental Psychology. Cambridge, MA: MIT
Press.
Merle A and Piotrowski M (2012) Consommer des produits alimentaires locaux: comment et pourquoi?
Décisions Marketing 67: 37–48.
Miller D (1998) A Theory of Shopping. Ithaca, NY:
Cornell University Press.
Moati P (2011) La nouvelle révolution commerciale.
Paris: Odile Jacob.
Moati P and Rochefort R (2008) Mesurer le pouvoir
d’achat. Paris: La Documentation française.
Ouvry M (2013) Valeur d’expérience et multi-fréquentation. Le cas des courses alimentaires. Doctoral thesis,
Université de Lille 2, France.
Pine BJ and Gilmore J (1999) The Experience Economy:
Work is Theatre and Every Business a Stage.
Cambridge, MA: Harvard Business School Press.
Rémy E (2005) Michael Porter au pays des merveilles. Occasion, bazar et discount: nouvelles formes
d’avantage concurrentiel. In: Filser M (ed.) Actes
des 10èmes Journées de Recherche en Marketing de
Bourgogne. Bourgogne: Université de Bourgogne,
pp.2–21.
Richard Lanneyrie S (2010) Commerce ubiquitaire, marketing de digitalisation. Cercle des experts marketing.
Available at: www.marketing-etudiant.fr/actualites/
marketing-ubiquitaire-digitali-sation.php.
13
Editorial
Roederer C (2012) Marketing et consommation expérientiels.
Coll. Societing, Cormelles-le-Royal: EMS Editions.
Sabbah C (2011) La ville est l’avenir des gares. In:
Magana J (ed.) Gares! fabriques d’émotions. Paris:
Le mook autrement, pp.4–9.
Sansaloni R (2006) Le non-consommateur: Comment
le consommateur reprend le pouvoir. Paris:Dunod.
Soopramanien D (2011) Conflicting attitudes and
scepticism towards online shopping: The role of
experience. International Journal of Consumer
Studies 35(3): 338–347.
Toffler A (1990) Powershift: Knowledge, Wealth and
Violence at the Edge of the 21st Century. New York:
Bantam Books.
Vanheems R (2009) Distribution multicanal: Pourquoi
les clients mixtes doivent faire l’objet d’une
attention particulière. Décisions Marketing 55:
41–52.
Virilio P (2009) Le Futurisme de l’instant. Stop-Eject.
Paris: Editions Galilée.
Von Hippel E (2005) Democratizing Innovation.
Cambridge, MA: MIT Press.

From the dichotomous paradigm of the shopping

Transcription

Documents pareils

Shopping for food

Going Shopping

Magasiner, Magasinage, Magasin

Call for contribution

[Descartes e il Seicento 5] Jean-Robert Armogathe, Vincent Carraud

Shopping/Money Vocabulary List

4228 Holland Dr Des Moines, IA 50310 | Home for Sale | Real

Imagine you are working for the Scottish Tourist Board and you are

Coresi leaflet

I`m creating my persona