Investigating the impact of Internet of Things services from a smartphone app on grocery shopping
Niklas Eriksson and
Journal of Retailing and Consumer Services, 2020, vol. 52, issue C
This study investigates the impact of Internet of Things (IoT) services from a smartphone app in a retail grocery shopping situation. It examines four variables, namely price, expiry date, quality indicators and offers. All four variables were examined in relation to two levels; traditional information and IoT services. A scenario was arranged whereby 226 participants were to purchase, among other products, fresh salmon in a grocery store using the store's smartphone app. Findings from a conjoint study show that the following IoT services; â€œupdated expiry dateâ€ , â€œaggregated national customer experience indexâ€ , and â€œpersonalized offer based on product in the basketâ€ evoked the approach and abated avoidance tendencies to explore the smartphone app, while simultaneously increasing the likelihood of buying based on information from the app. The IoT service â€œReal-time priceâ€ had a varied impact on participant approach-avoidance tendencies to interact with the app. Scenario simulation analysis shows that some IoT services can be a deal-breaker in a competitive grocery market. Consequently, analyzing the impact of IoT services through the lenses of approach-avoidance distinction and choice indication can help retail grocery managers develop more effective marketing strategies that deliver convenience to the consumers.
Keywords: Retail grocery; Shopper-facing technology; Internet of Things services; Approach and avoidance; Conjoint study (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918308749
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