omnichannel

¿En qué se fijan los consumidores en un establecimiento online?: Un estudio de eye-tracking del área de producto.

En este trabajo se analiza el proceso de atención a la marca, al precio y a la información visual de los productos en un establecimiento de venta online, a la vez que se consideran los efectos de los objetivos o tareas de los consumidores, la categoría de compra y datos declarados por los individuos. Para ello, se diseña un estudio experimental con cuatro establecimientos web simulados y se combinan datos observacionales obtenidos de técnicas de eye-tracking con datos de encuesta. Los resultados muestran que el estímulo más importante de la zona de producto es la imagen, independientemente de la tarea y de la categoría de producto. Sin embargo, la atención a la información de la marca y al precio varía con la categoría de producto y la tarea de compra. Además, se encuentra una correlación positiva entre la importancia a la marca declarada y la atención a la marca observada.

What attention is paid to the elements in an online retailing store?: An Eye-Tracking study of the product area

We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures.

What attention is paid to the elements in an online retailing store?: An Eye-Tracking study of the product area

We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures.

Image, Brand and Price Info: do they always matter the same?

We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures.

What Do My Channels Provide to My Customers? Omni-Channel Customers versus Mono-channel Customers and the Impact of Distribution Services

Consumers are increasingly combining distribution channels, both between purchases and when completing the same purchase in the so-called omni-channel behavior. In this work, we identify this omni-channel behavior among the customers of a global company in the fast fashion sector. Through a multinomial logit model, we perform customer segmentation based on their behavior. In this segmentation, we consider the explanatory role not only of the individuals’ characteristics but also of the distribution services and each channel’s policies. Thus, we observe how the product’s accessibility in the store, the store’s purchasing ambiance and web accessibility are key features of the channels that explain the customers’ omni-channel behavior.

Omnichannel Behaviour: Definitions and Covariables

In pursuit of a more efficient shopping experience, consumers are using a growing combination of distribution channels, in what has come to be known as omnichannel behaviour. Greater understanding of this phenomenon could aid retailers in managing consumer contact points more efficiently. Using distribution services and channel policies, among other key variables, this paper aims to arrive at a conceptual definition of omnichannel behaviour that will enable firms to implement more effective customer segmentation. Methodologically, it is an empirical study based on an online survey of the customers of a global fast fashion chain. The key channel characteristics in this segmentation are found to be the assurance of product delivery and privacy policy. The majority of users of both the offline and online channels are women, younger, more innovative in channel usage and do most of their shopping online.

Omnichannel Behaviour: Definitions and Covariables

Seminario en el marco del Máster Universitario en Dirección de Marketing

Uso del canal online en función del proceso de compra: Un estudio mediante análisis de fijación de la mirada

Los consumidores a lo largo de su proceso de compra se comportan de forma omnicanal combinando canales físicos y digitales en múltiples puntos de contacto con las empresas. La comprensión del efecto de la tarea de compra en el uso de los canales digitales es vital para el diseño de estos canales digitales y para la estrategia general de gestión del conjunto de canales de distribución. En este trabajo abordamos el análisis de las diferencias en los procesos perceptivos en el canal digital en función de la etapa en el viaje del cliente a través de técnicas de seguimiento de la mirada (eye tracking). Se realiza un diseño experimental para la asignación de categorías de producto y tareas que incluye el diseño de cuatro páginas web y combina dos metodologías de recogida de datos: los datos de percepción del canal digital medidos mediante eye-tracking y otras características y percepciones medidas mediante un cuestionario.

Different channels for different services: information sources for services with search, experience and credence attributes

A first step in many decision-making processes is a search for information. This paper focuses on the means consumers use to access information prior to contracting services. It uses two different theoretical perspectives, namely, the economic approach and the psychological approach), and the specific aim is to compare consumers’ choice of source when seeking information prior to contracting services with different levels of search, experience or credence attributes. The modelling technique is mixed regression models, which allow the use of standard errors robust to within-group correlation. Our review of the data from a sample of 492 consumers and nine different services (three for each attribute category) shows that consumers use fewer information sources and show less search intensity when the purchase involves a service with search attributes than when it involves either of the other types. The highest levels of information search intensity and online media usage are found in relation to services with experience attributes. Fewer sources are consulted for purchases involving services with credence qualities than for those involving the other types, but the information obtained has a greater impact on decision making. The information sources most commonly-used are personal contacts and offline media.

¿Qué distingue a una farmacia de otra?

Hoy estamos de enhorabuena, ya que hemos publicado un nuevo artículo en el Journal of Retailing and Consumer Services . Este artículo tiene una carga emocional mayor, ya que surge de la tesis doctoral de Alberto Ibáñez, que tuve el placer de dirigir junto con mi colega Pedro Reinares en la Universidad Rey Juan Carlos y el Instituto de Empresa. Tanto la tesis como el trabajo, en el que también colabora Gyanendra Singh Sisodia, de la Ajman University, en Emiratos Árabes Unidos, se centran en el pequeño comercio y los aspectos claves para un pequeño negocio que le permiten diferenciarse de otros.