The interest of an innovative methology based on customized video scenario to study the mobile in store experience and the programatic advertising

Maggie Scordel () and Florence Jacob ()
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Maggie Scordel: Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar
Florence Jacob: Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université, LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université

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Abstract: This study focuses on the in-store experience in a smart retailing context, which is characterized by technological innovations. The in-store promotional and nutritional notifications are studied there, as well as their perception during a display and ultimately their effect on purchase intention, and on the feelings of brands intrusion via these notifications. In the field of Mobile In-Store Experience, more experiential data collection methods are called in the literature to deeply understand consumer behaviors. We choose a qualitative design with in-depth semidirective interviews including projective technics thanks to innovative dynamic and adaptative video. Our personalized video material simulates an immersive in-store shopping sequence. This methodology can reproduce conditions very close to reality to catch customer behavior. It seems to offer a new way to study the experience with a simple and inexpensive material. Moreover, our results highlight the importance of the choice process for customer, the relevance of message, and the perceived brand technology congruence.

Keywords: in-store experience smart retailing qualitative methodology projective method innovativeness; in-store experience; smart retailing; qualitative methodology; projective method; innovativeness (search for similar items in EconPapers)
Date: 2023-06-14
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-04437009v1
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Published in EURAM 2023, EURAM, Jun 2023, Dublin (IR), Ireland

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