HOW TO RECONCILE BUYING LOCAL PRODUCTS THROUGH VENDING MACHINES? THE CLASH OF CULTURES

Audrey Hanan (), Jean-Louis Moulins () and Gilles Paché ()
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Audrey Hanan: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Jean-Louis Moulins: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Gilles Paché: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: The consumption of local products has become "trendy" in postmodern societies, in responseto consumer expectations that express a need for reappropriation, authenticity and traceability of products. Retail formats that were previously stranger to local products are seeking to takeadvantage of such an evolution. Thus, a new generation of vending machines has recentlybecome the ally of French peasants, farmers and producers, a retail format that is far removed from the usual purchasing experience (markets, greengrocers, AMAPs), and morerecommended for standardized products. The communication takes the form of a work-in progress that questions the contrast between the "cold", "standardized" and "practical" retail format of the vending machine, based on a dominant view of convenience, and local productsfrom short circuits, based primarily on an experiential view. A cross between "extraordinary" and "infra-ordinary" makes it possible to lead the reflection and to explore in an original way the perspectives opened by this discordant offer.

Keywords: customer experience; retail format; Local products (search for similar items in EconPapers)
Date: 2024-01-18
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Published in International Marketing Trends Conference, Jan 2024, VENICE, Italy

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