What is it about?

In Food & Grocery market, given the intense competition with the onset of online retailers and the many traditional retailers upgrading their retail store environment, this study provides insights on shopper expectations of store-attributes, which could be used by retailers to create delightful shopping experiences and also towards building CRM, more so when “experience per square foot” is used to measure a retailer's performance.

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Why is it important?

Our findings indicate store-attributes influencing F&G shopping, which can be used by retailers to increase footfalls through customized retail marketing strategies. For example, customized effective communication tools (emails, m-link) that help to engage with; share information on services/service offerings, customize loyalty programs etc. can be used to delight customers. Knowledge on store-attributes driving F&G store choices would encourage global retailers set up base in India and also encourage the pursuit of customer retention and CRM that earn profitably in the long run.

Perspectives

With the Covid-19 pandemic having affected the retail marketing environment I hope this paper will be of interest to all food retailers looking towards setting up base in an emerging retail market, India, in future. They would be interested in the specific store-attributes that attract food shoppers to stores. Although food shopping is a regular household activity, age can influence food shoppers, so food-retailers could work out communications and promotional programs keeping this in mind.

Dr. Suja R Nair

Read the Original

This page is a summary of: Impact of store-attributes on food and grocery shopping behavior: insights from an emerging market context, EuroMed Journal of Business, April 2020, Emerald, DOI: 10.1108/emjb-10-2019-0128.
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