본문 바로가기
KERD
논문KCI 등재

Revitalizing Department Store Shopping Value and In-store Experiences: A Case Study on Debenhams and Selfridges

Christina Claridge|Eunsuk Hur
한국패션비즈니스학회|2021.12|패션 비즈니스 (Journal of Fashion Business)|제25권 제6호|pp. 81-101

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

department storesstore patronagein-store shopping valueSelfridgesDebenhams
주제분류생활과학

초록

Traditional department stores have been struggling to attract customers for several years. Many retail stores have closed in recent years, even before the COVID-19 pandemic. The reinvention of in-store shopping value and experience is imperative to attract customers and reinvigorate retail business. The purpose of this study was to discover which in-store components can improve customer experiences and loyalty while also identifying dissatisfaction issues in consumer experiences in department stores. The data was collected from two consumer groups—luxury department store (Selfridges) customers and mid-market department store (Debenhams) customers—to identify the types of value and experiences they seek most often. The findings showed that to enhance their store patronage, Debenhams should reposition their brand image in a way that allows customers to connect with their self-image and lifestyle by improving efficiency and convenience and prioritizing the utilitarian and social value types. By contrast, Selfridges should enhancetheir store atmosphere, visual merchandising and sensory experiences by maximizing slow retailing experiences and emphasizing the aspirational self-concept image for symbolic and hedonic value. This research uncovered the existence of numerous overlappingvalue dimensions, each of which contributed to the enhancement of the others. Several young customers expressed their support for ecologically responsible, cost-effective second-hand luxury products. Instead of focusing merely on conventional value dimensions, department retailers should determine how environmental and ethical objectives can be fulfilled. This study explained how department stores can craft their in-store environments to appeal to their customers’preferred value types to ensure success in a competitive market.

Abstract

Traditional department stores have been struggling to attract customers for several years. Many retail stores have closed in recent years, even before the COVID-19 pandemic. The reinvention of in-store shopping value and experience is imperative to attract customers and reinvigorate retail business. The purpose of this study was to discover which in-store components can improve customer experiences and loyalty while also identifying dissatisfaction issues in consumer experiences in department stores. The data was collected from two consumer groups—luxury department store (Selfridges) customers and mid-market department store (Debenhams) customers—to identify the types of value and experiences they seek most often. The findings showed that to enhance their store patronage, Debenhams should reposition their brand image in a way that allows customers to connect with their self-image and lifestyle by improving efficiency and convenience and prioritizing the utilitarian and social value types. By contrast, Selfridges should enhancetheir store atmosphere, visual merchandising and sensory experiences by maximizing slow retailing experiences and emphasizing the aspirational self-concept image for symbolic and hedonic value. This research uncovered the existence of numerous overlappingvalue dimensions, each of which contributed to the enhancement of the others. Several young customers expressed their support for ecologically responsible, cost-effective second-hand luxury products. Instead of focusing merely on conventional value dimensions, department retailers should determine how environmental and ethical objectives can be fulfilled. This study explained how department stores can craft their in-store environments to appeal to their customers’preferred value types to ensure success in a competitive market.

참고문헌 (53)

  1. Alexander, B., "Store of the future : Towards a(re)invention and(re)imagination of physical store space in an omnichannel context", Journal of Retailing and Consumer Services, 55, pp.101913~ (2020)[DOI]
  2. Babin, B. J., "Work and", or fun : measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
  3. Baker, J., "An experimental approach to making retail store environment decisions", Journal of Retailing, 68(2), pp.445~560 (1992)
  4. "Debenhams names 22 stores to close" (2019)[URL]
  5. Belk, R. W., "Marketing theory: Philosophy of science perspectives", pp.185~190 (1982), Marketing Classics Press
  6. Boksberger, P. E., "Perceived value: a critical examination of definitions, concepts and measures for the service industry", Journal of Services Marketing, 25(3), pp.229~240 (2011)[DOI]
  7. Braun, V., "Using thematic analysis in psychology", Qualitative Research in Psychology, 3(2), pp.77~101 (2006)[DOI]
  8. Brito, P. Q., "Shopping centre patronage: situational factors against affect", The Journal of Business Perspective, 23(2), pp.189~196 (2019)[DOI]
  9. Bruner, G. C., "Music, mood, and marketing", Journal of Marketing, 54(4), pp.94~104 (1990)[DOI]
  10. "Great Britain’s high streets lost more than 17,500 chain store outlets in 2020" (2021)[URL]
  11. Cachero-Martínez, S., "Living positive experiences in store : how it influences shopping experience value and satisfaction", Journal of Business Economics and Management, 18(3), pp.537~553 (2017)[DOI]
  12. Calvo-Porral, C., "Examining the influence of store environment in hedonic and utilitarian shopping", Administrative Sciences, 11(6), pp.1~15 (2021)[DOI]
  13. Chebat, J. C., "Colors and cultures : exploring the effects of mall décor on consumer perceptions", Journal of Business Research, 60(3), pp.189~196 (2007)[DOI]
  14. Dalmoro, M., "Developing a holistic understanding of consumers’ experiences", European Journal of Marketing, 53(10), pp.2054~2079 (2019)[DOI]
  15. Davis, L., "Consumer shopping value : An investigation of shopping trip value, in-store shopping value and retail format", Journal of Retailing and Consumer Services, 19(2), pp.229~239 (2012)[DOI]
  16. "Selfridges sees slowing growth amid heavy investment" (2019)[URL]
  17. Diallo, M. F., "How do price perceptions of different brand types affect shopping value and store loyalty", Psychology & Marketing, 32(12), pp.1133~1147 (2015)[DOI]
  18. "Retail reopens: Laboo London’s experiential experiment" (2021)[URL]
  19. Donnelly, S., "UK mid-market department stores: Is fashion product assortment one key to regaining competitive advantage?", Journal of Retailing and Consumer Services, 54, pp.102043~ (2020)[DOI]
  20. Erdem, O., "Consumer values and the importance of store attributes", International Journal of Retail & Distribution Management, 27(4), pp.137~144 (1999)[DOI]
  21. "What next for the stores left empty by the loss of House of Fraser?" (2021)[URL]
  22. Grewal, D., "Understanding retail experiences and customer journey management", Journal of Retailing, 96(1), pp.3~8 (2020)[DOI]
  23. Hirschman, E. C., "Hedonic consumption: emerging concepts, methods and propositions", Journal of Marketing, 46(3), pp.92~101 (1982)[DOI]
  24. Holbrook, M., "Consumer value: a framework for analysis and research" (1999), Routledge
  25. Hyllegard, K. H., "The influence of consumer identity on perceptions of store atmospherics and store patronage at a spectacular and sustainable retail site", Clothing and Textiles Research Journal, 24(4), pp.316~334 (2006)[DOI]
  26. Kim, Y. K., "Shopping value orientation: Conceptualization and measurement", Journal of Business Research, 67(1), pp.2884~2890 (2014)[DOI]
  27. Koronaki, E., "Case studies on food experiences in marketing, retail, and events" (2020), Woodhead Publishing
  28. Kotler, P., "Atmospherics as a marketing tool", Journal of Retailing, 49(4), pp.48~64 (1973)
  29. Krishna, A, "An integrative review of sensory marketing : Engaging the senses to affect perception, judgment and behavior", Journal of Consumer Psychology, 22(3), pp.332~351 (2012)[DOI]
  30. Kumagai, K., "Psychological switching mechanism of consumers’ luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity", Heliyon, 5(5), pp.1~8 (2019)[DOI]
  31. Lee, J., "In‐store shopping hassles: Conceptualization and classification", International Journal of Consumer Studies, 45(1), pp.119~130 (2021)[DOI]
  32. 이종배, "An Exploratory Study on the Shopper Experience of Shopping Malls Using Photo Elicitation Interviews", 패션 비즈니스, 21(6), pp.122~138 (2017), 한국패션비즈니스학회[DOI]
  33. Lucia-Palacios, L., "Cognitive, affective and behavioural responses in mall experience", International Journal of Retail & Distribution Management, 44(1), pp.4~21 (2016)[DOI]
  34. Michon, R., "Mall atmospherics: The interaction effects of the mall environment on shopping behavior", Journal of Business Research, 58(5), pp.576~583 (2005)[DOI]
  35. Park, E. A., "Effects of product review on online product attitude and purchase intention: Role of directionality, product type, and brand image", Annual Proceedings of Korean Society for Consumer and Advertising Psychology (2007)
  36. "Debenhams will reopen 97 stores for closing-down sales" (2021)[URL]
  37. Rahman, M. S., "The advantages and disadvantages of using qualitative and quantitative approaches and methods in language “testing and assessment”research: a literature review", Journal of Education and Learning, 6(1), pp.102~112 (2016)[DOI]
  38. Richins, M. L., "A consumer values orientation for materialism and its measurement: Scale development and validation", Journal of Consumer Research, 19(3), pp.303~316 (1992)[DOI]
  39. Rintamäki, T., "Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland", International Journal of Retail & Distribution Management, 34(1), pp.6~24 (2006)[DOI]
  40. Ritch, E. L., "New perspectives on critical marketing and consumer society", pp.171~182 (2021), Emerald Publishing Limited
  41. Sahin, A., "The effects of brand experiences, trust and satisfaction on building brand loyalty", Procedia Social and Behavioral Sciences, 24, pp.1288~1301 (2011)[DOI]
  42. Shukla, P., "Comparing the importance of luxury value perceptions in cross-national contexts", Journal of Business Research, 65(10), pp.1417~1424 (2012)[DOI]
  43. Sirgy, M. J., "Self-concept in consumer behavior: A critical review", Journal of Consumer Research, 9(3), pp.287~300 (1982)[DOI]
  44. Stoll-Kleemann, S., "Feasible options for behavior change toward more effective ocean literacy: a systematic review", Frontiers in Marine Science, 6, pp.1~14 (2019)[DOI]
  45. Taylor, L. A., "Consumer reaction and perception of the physical, visual presentation of debenhams’ discounting", Bloomsbury Fashion Business Cases (2021)[DOI]
  46. Terblanche, N. S., "The relationship between a satisfactory in-store shopping experience and retailer loyalty", South African Journal of Business Management, 37(2), pp.33~43 (2006)[DOI]
  47. Terblanche, N. S., "Revisiting the supermarket in-store customer shopping experience", Journal of Retailing and Consumer Services, 40, pp.48~59 (2018)[DOI]
  48. Verhoef, P. C., "Customer experience creation : Determinants, dynamics and management strategies", Journal of Retailing, 85(1), pp.31~41 (2009)[DOI]
  49. Vieira, V., "A meta-analytic review of hedonic and utilitarian shopping values", Journal of Consumer Marketing, 35(4), pp.426~437 (2018)[DOI]
  50. "Selfridges “Project Earth”" (2020)[URL]
  51. Yalch, R., "Effects of store music on shopping behavior", Journal of Consumer Marketing, 7(2), pp.55~63 (1990)[DOI]
  52. Yoon, S., "Tests of in-store experience and socially embedded measures as predictors of retail store loyalty", Journal of Retailing and Consumer Services, 45, pp.111~119 (2018)[DOI]
  53. Zhang, L., "Personal value vs. luxury value: what are chinese luxury consumers shopping for when buying luxury fashion goods?", Journal of Retailing and Consumer Services, 51, pp.62~71 (2019)[DOI]

관련 논문AI추천

Enhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displaysAhmad Saquib Sina, Hye-Young Kim한국마케팅과학회 · Journal of Global Fashion Marketing2019 · 제10권 제2호Consumer recognition of department store business category in Japan: Comparing consideration of store image to the shopping centerTetsuma Emmaru한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2021 · 제31권 제4호Retail place attachment: a qualitative study of apparel shoppersKatherine Shaw, Pauline Sullivan한국마케팅과학회 · Journal of Global Fashion Marketing2013 · 제4권 제4호Reactions to Store Environment and Interpersonal Service Quality in Supermarkets vs HypermarketsKarim Fraj GARROUCH, Mohamed Nabil MZOUGHI한국유통과학회 · 유통과학연구2022 · 제20권 제1호Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped displayBarber Matthew, Duong Van Chien, Regolini Emma, Sung Billy, Teah Min한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2022 · 제32권 제4호Consumption Value Effects on Shopping Mall Attributes: Moderating Role of On/Off-line Channel Type박철, 차성수한국유통과학회 · 유통과학연구2017 · 제15권 제6호

이 간행물의 다른 논문 (8건)

Case Studies of the Fashion Therapy이승희pp. 1-12Exploring the Relationships between Regret, Dissatisfaction, and Repurchase Intention of Fashion GoodsYu Hua Cui, Yu Ling Baipp. 13-24Sustainable Fashion Design Module Development for Higher Education : Adaptation of ADDIE Instructional ModelHye-Won Lim, Elizabeth Burtonpp. 25-45Development of Sustainable Accessory Design Using Convertible Techniques구수민, Wujun Tangpp. 46-69Comparative Analysis of the Roles and Identities of Artists and Fashion designers서승희pp. 70-80
원문 보기