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Developing customer inspiration in XYZ retail stores

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Tanjung V., Susanto Y. B., Rusdianto Berto A.
Journal of Management and Financial Sciences
|
2023
|
issue 47
35-49
EN
Many retailers have low sales due to the difficulty in the purchase decision of their customers. Previous research shows the lack of studies on the impact of store interiors on purchase decisions. This study aims to find out various visual merchandising factors that affect purchase intentions at XYZ retail stores and focuses on visual merchandising itself, as well as store environment and customer inspiration factors that affect customer behaviour. The non-probability sampling technique with analysing 140 respondents using an online questionnaire with SMART PLS was used to conduct this research. The results show that customer inspirations directly influence customers’ purchase intentions. Visual merchandising and store environment indirectly affect purchase intention as well, mediated by customer inspirations. The customer inspiration variable is in the good category in the XYZ store. It is recommended to use quick response in visual merchandising and develop a store environment virtually that can be connected to a customer’s device.
2
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A linearisation approach to solving a non-linear shelf space allocation problem with multi-oriented capping in retail store and distribution centre

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Czerniachowska K., Hernes M., Lutosławski K.
Operations Research and Decisions
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2022
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vol. 32
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issue 4
EN
Shelf space is one of the essential resources in logistic decisions. Order picking is the most time-consuming and labourintensive of the distribution processes in distribution centres. Current research investigates the allocation of shelf space on a rack in a distribution centre and a retail store. The retail store, as well as the distribution centre, offers a large number of shelf storage locations. In this research, multi-orientated capping as a product of the rack allocation method is investigated. Capping allows additional product items to be placed on the rack. We show the linearisation technique with the help of which the models with capping could be linearised and, therefore, an optimal solution could be obtained. The computational experiments compare the quality of results obtained by non-linear and linear models. The proposed technique does not increase the complexity of the initial non-linear problem.
3
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Innovation and trends in olfactory marketing: A review of the literature

86%
Chatterjee S., Bryła P.
Journal of Economics and Management
|
2022
|
vol. 44
EN
Aim/purpose - Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. This paper aims to review the studies involved in consumer purchase intentions influenced by fragrance and develop a framework for modeling consumer responses. Design/methodology/approach - PRISMA technique was used as a methodological approach. First, the researchers made criteria for inclusion and exclusion of studies along with the application of a set of keyword research strings to identify the relevant research articles. Second, prominent scientific search databases like EBSCO Host, Scopus, and ScienceDirect were used to mainly search the relevant literature. Findings - This article advances knowledge on the topic of fragrance marketing and proposes an integrative framework of consumer purchase responses considering the mutual relationship shared between fragrance, the influence of control variables, and response outcomes focusing on cognitive responses, intentions and behavior. The results of the conducted review also suggest that retail consumers tend to develop a positive attitude and behavior towards the place where the product and service are being sold. Research implications/limitations - The paper would be particularly helpful for managers in designing the right strategy for creating loyalty for their retail outlets and thereby creating a niche for themselves. Originality/value/contribution - The study assists marketers in understanding the impact of olfactory marketing in increasing short-term and long-term retail sales and determines future research directions to enrich the existence of these theories to fathom the essence behind consumers' interpretations of olfaction in retail outlets.
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