The purpose of this study is to explore online consumers' experiential response towards visual user-generated content in online shopping environments for fashion online shopping. The Stimulus-Organism-Response (S-O-R) framework has been widely used in online shopping environment studies to examine the effect of website attributes on online shoppers' internal affective and cognitive states, and shopping behaviour (Kawaf and Tagg, 2012). Recent literature in the field proposes a more holistic approach towards online experiences (e.g., Pentina, Amialchuk, and Taylor, 2011) which is conceptualise to mediate the relationship between website attributes and behavioural responses. Consumer experiences are considered to be a critical concept in consumer behaviour and marketing for understanding consumers and to create competitive advantage in online retailing (Schmitt, 2010). Building on existing online shopping environment research, the study conceptualises online experiences for fashion online. This study seeks to investigate online consumers' experiential responses (aesthetics, relational, emotional, Flow experience and interactivity) towards two visual user-generated stimulus: (1) Looks - photographs of individuals modelling their own fashion, and (2) Outfits - digital collages displaying an assortment of products centred around a theme. They are both features which have been created by community members in an online social shopping community, ASOS Fashion Finder. The context of this study was exploratory and utilised a mixed methods approach where 13 photo-elicited interviews (PEI) with female online shoppers of ASOS, aged 18-34, were conducted to identify and understand consumers' online experiential responses and online shopping intentions towards the two visual stimulus. Using the same sample criteria, an online survey with 555 responses was also conducted to measure and test relationships between consumers' experiential responses and shopping intentions. The results of this study provides insight to the experiential states of fashion online consumers for online retail marketing, and contributes knowledge to research literature and theory on online shopping environments and customer experiences.

L’une des voies d’innovation plébiscitées par les détaillants pour orchestrer l’évolution de leur proposition de valeur consiste à réviser le design des espaces de vente. Les contributions académiques sur l’expérience en magasin se sont concentrées sur les perceptions des consommateurs ainsi que sur le repérage de pratiques managériales significatives. En prenant pour objet la traduction du repositionnement d’une enseigne par le design expérientiel des espaces de vente, la thèse propose de suivre le processus au cœur même du marché et de mettre à jour les mécanismes qui le sous-tendent. La conduite d’une étude longitudinale de cas enchâssés dévoile une conception holistique, basée sur l’interaction souhaitée du chaland avec le magasin. L’analyse relate l’enchâssement des quatre phases du cycle de vie et permet de recenser pour chaque phase les événements et problématiques associés aux six dimensions du processus. La thèse établit le rôle prégnant de la vision entrepreneuriale du dirigeant, clé de voûte de l’innovation. La proposition de valeur se matérialise par trois composantes gigognes que sont l’intrigue, l’action et le décor. Pour chacune des cinq étapes du parcours-client, des éléments de décor sont implantés pour relayer ou renforcer l’action souhaitée. Ces éléments constituent des mécanismes ou dispositifs destinés à stimuler le système expérientiel du chaland. L’évaluation, qui porte sur la mesure du positionnement perçu et vécu, contribue à ajuster la proposition de valeur au regard de quatre niveaux de cohérence et de la flexibilité du design. Enfin, les logiques de coproduction occasionnent une possible co-destruction de valeur, intentionnelle ou accidentelle. / One of the innovative ways favoured by retailers to drive change in their value proposition is to review the design of their stores. Academic contributions to the in-store experience have mostly focused on consumer perspective and identifying relevant managerial practices. The core of this research studies how repositioning a retail brand translates into the experiential design of retail spaces. To this end, the research follows the repositioning process from a managerial perspective and updates the mechanisms that underlie it. The longitudinal study of embedded cases reveals the importance of an holistic design that takes into account the desired interactions between the shopper and the store. The analysis shows the four overlapping phases of the store’s life cycle, and breaks down the process into six dimensions, each with its own events and issues. The six dimensions are vision, plotline, action, decor, assessment and coproduction.The entrepreneurial vision of the leader is the cornerstone of the whole innovation process. The value proposition is embodied by three components, namely plotline, action and decor. For each of the five stages of the shopper’s journey, elements of the decor are implemented to relay or reinforce the desired action. These are mechanisms or devices meant to stimulate the shopper’s experiential system. The assessment, which involves measuring the perceived and experienced positioning, helps to adjust the value proposition in terms of four levels of consistency and flexibility of design. Finally, the coproduction of store design between different stakeholders can cause a co-destruction of value, whether intentional or accidental.

The aim of this thesis is to depict specifics of Corporate social responsibility in food retailing in European perspective. The empirical part provides an analysis of CSR strategies of eight major food retail chains in the Czech Republic. Responsible actions are summarized according to the level of CSR to: minimize risks, enhance business and generate innovations. Survey was conducted in order to obtain consumers' perceptions towards CSR actions in food retailing and image of analyzed retailers.

Aujourd’hui, un nombre croissant de formats de distribution (i.e. magasins amiraux, centres commerciaux,points de vente éphémères, corners, etc.) à travers le monde adoptent la stratégie d'artification de l'expérience de magasinage, reposant sur l'introduction d'éléments artistiques dans la surface marchande. Toutefois l'utilisation de cette variable d'atmosphère s’avère pour le moment très intuitive. D’un point de vue académique, la revue de la littérature amène à qualifier ce champ de recherche d’embryonnaire. Par conséquent cette thèse se propose de mesurer l'impact de l'artification de l'expérience de magasinage sur la performance du point de vente, ainsi que sur les réactions du consommateur. Dans cette optique, une expérimentation a été réalisée à partir d’un plan factoriel manipulant la dimension artistique de l’atmosphère du point de vente. La collecte de données a été effectuée pendant deux mois dans des magasins réels, selon une méthode quantitative. Les résultats indiquent que la stratégie d'artification de l'expérience de magasinage, lorsque adoptée au seul niveau du point de vente et en tant que proposition éphémère, a pour impact positif d’améliorer la performance marketing du point de vente,ceci au niveau de la différenciation perçue du point de vente, du caractère créatif de l’image (du point de vente et des produits), de la valeur perçue de l'offre (rapport qualité/prix et désensibilisation au prix), et de la satisfaction du consommateur. En revanche l'artification de l'expérience de magasinage n'agit pas sur la performance commerciale du point de vente (ventes, taux de transformation, fidélité attitudinale), suggérant un effet de muséification avec la perte de la finalité transactionnelle du point de vente et sa reclassification fonctionnelle en musée/galerie d'art. En conclusion, l'adoption de cette stratégie expérientielle nécessite une réflexion en amont relative aux objectifs de l’entreprise (stratégie d’image vs. rentabilité directe du point de vente) puisqu’elle implique des arbitrages en termes de coûts directs et indirects concernant l'allocation de la surface marchande. / Today a growing number of retail formats (i.e. flagship stores, shopping malls, pop-up stores, corners, etc.)worldwide are adopting the shopping experience artification strategy, consisting of introducing artistic elements in the sales surface. However using this atmospherics’ variable remains for now very intuitive. From an academic perspective, this research field can be qualified as seminal. Thus this dissertation’s aim is to measure the impact of the shopping experience artification on store performance, as well as on customer reactions. In that regard, an experimentation was carried out with a factorial design manipulating the artistic dimension of store atmospherics. The data collection was conducted during two months in real retail stores, using a quantitative method. The results indicate that the shopping experience artification strategy, when adopted only at the store level and as an ephemeral proposition, positively impacts store marketing performance, namely regarding store perceived differentiation, the creative dimension of image (store’s and products’), store offering’s perceived value (price/quality ratio and price desensitization), and customer satisfaction. However the shopping experience artification does not impact store commercial performance (sales, conversion rate, attitudinal loyalty), which suggests a museumification effect with the store possibly losing its transactional purpose and being functionally reclassified as a museum/art gallery. As a conclusion, adopting this experiential strategy calls for an upstream reflection upon the company’s objectives (branding strategy vs. direct store profitability) since it implies tradeoffs regarding direct and indirect costs concerning sales surface allocation.

This cumulative dissertation consists of four papers that investigate retailer switching and identify potential and threat of cross-channel retail services (CCRS) for retail businesses. The first, conceptual paper compares different theories and models of retail quality. It derives the concept of retailer aspects as a framework to measure retailer quality and further discusses how CCRS can serve as a tool to enhance those retailer aspects. The second paper discusses results from a consumer panel survey and quantifies the influence of satisfaction with retailer aspects on retailer switching during webrooming behavior. The findings of this second paper present the two retailer aspects assurance of delivery and competitive product pricing as key determinants for retailer switching. The third paper defines CCRS and outlines a conceptual classification scheme for CCRS assessments – the CCRS Pentagon. The fourth paper quantifies the impact of CCRS adoption and retailer aspect preferences on CCRS-induced retailer switching based on a second consumer panel survey. Results from this second study affirm the existence of CCRS-induced retailer switching. The paper concludes that CCRS can serve as a retailer’s lock-in mechanism, but that the availability of CCRS in retail environments also threatens retail businesses. In sum, the dissertation provides academic contributions and suggestions for further academic research as well as practical implications and management tools for application in retail businesses.:I. Introduction II. Enhancing Multi-Channel Retail Quality through Cross-Channel Services III. What Drives Competitive Webrooming? The Roles of Channel and Retailer Aspects IV. Cross-Channel Retail Services: A Service Classification Along The Retail Function V. Service-induced Retailer Switching – Power of Cross-Channel Retail Services VI. Conclusion Appendix A: Estimated parameters in baseline-category logit model Appendix B: Conditional marginal effects and conditional probability Appendix C: T-Tests for retailer aspects per service example

Enforcing and communicating sustainability is one of the biggest challenges for retailers in today’s business environment. Retailers are facing pressure from various stakeholders since the topic of sustainability is constantly moving up the agendas of companies, politics, and the media. Additionally, it is intensely discussed by a critical public. This dissertation consists of three related studies – one conceptual study and two research studies – that analyze sustainable behavior, reporting and communication in grocery retailing in Germany. In particular, sustainable behavior is compared across different retail formats. In the first study, the business model of grocery discounters and supermarkets is compared with respect to the impact on sustainability. The cost-leadership strategy applied by discounters is analyzed regarding its influence on strong and weak sustainability. The second article focuses on supermarkets, discounters and organic supermarkets. Based on the sustainability reports it is examined which information is disclosed and which legitimation strategies are applied if negative impacts have to be reported. The analysis revealed that, even within the same industry and country, a wide range with respect to quality levels of sustainability reporting exists. Furthermore, all retailers are reluctant about reporting negative aspects and frequently use similar legitimation strategies. The third article deals with communication of sustainability of both supermarkets and discounters comparing sustainability reporting and communication in the stores. It is shown that no clear difference between sustainability reporting of discounters and supermarkets was observable. However, supermarkets outperformed discounters with respect to in-store communication.:I. Sustainable Retailing – German Grocery Retailers and their Challenge of Communicating Sustainability 1 Introduction 1.1 Relevance and development of sustainability in academic research 1.2 Practically relevance 2 The entire Research Project 2.1 Related research, research questions and research objectives 2.2 Classification within related research streams 2.3 Overview publication status 3 Article Summary 3.1 Summary Article A: Discount Grocery Retailing: Cost-Leadership-Strategy versus Sustainability – Does it fit together? 3.2 Summary Article B: Sustainable Grocery Retailing: Myth or Reality? – A Content Analysis 3.3 Summary Article C: How do Supermarkets and Discounters communicate about Sustainability? – A comparative Analysis of Sustainability Reports and In-Store Communication 4 Dissertation Results, Contribution and Implications 5 Limitations and Future Research 6 Outlook 7 References II. Article A: Discount Grocery Retailing: Cost-Leadership-Strategy versus Sustainability – Does it fit together? 1 Introduction 2 Literature Review 2.1 Grocery discounters and traditional supermarkets 2.2 Cost-leadership-strategy and lean management within economic sustainability 2.3 The concept of “strong” and “weak” sustainability within sustainability research 3 Research Design 3.1 Research method 3.2 Analytical approach 4 Findings 4.1 Procurement and supply chain 4.2 Logistics and transportation 4.3 Store concepts and store design 4.4 Energy consumption and environment 5 Discussion and Analysis 5.1 “Strong sustainability” 5.2 “Weak sustainability” 5.3 Cost-leadership strategy contradicting sustainability 6 Conclusion, Limitations and Future Research 7 References III. Article B: Sustainable Grocery Retailing: Myth or Reality? – A Content Analysis 1 Introduction 2 Literature Review 3 Research Design 3.1 Research method and data collection 3.2 Analytical approach 4 Findings 4.1 General characteristics 4.2 Sustainability focus areas and coverage of GRI standards 4.3 Analysis of legitimating strategies 5 Discussion 5.1 Evaluation of sustainable reporting quality (RQ 1 and RQ 3) 5.2 Evaluation of reporting “negative aspects” for focus areas (RQ 2 and RQ3) 6 Conclusion 7 References IV. Article C: How do Supermarkets and Discounters communicate about Sustainability? A comparative Analysis of Sustainability Reports and In-Store Communication 1 Introduction 2 Literature Review 2.1 The challenge of sustainability from the retailer perspective 2.2 Extant research about sustainability communication by retailers 3 Research Design 3.1 Research method and data collection 3.2 Analytical approach 4 Findings 4.1 General characteristics and readability analysis 4.2 Readability analysis 4.3 Identification and comparison of available data 4.4 Store observations 5 Discussion 5.1 Comparison of the sustainability communication between supermarkets and discounters (RQ1) 5.2 Comparison of results from different research approaches (RQ2) 6 Conclusion 7 References

L’omni-canal constitue un idéal que la plupart des distributeurs cherche à atteindre en vue de s’adapter aux nouvelles exigences du marché (i.e. évolution du comportement des consommateurs et des standards concurrentiels). Dans la lignée des recherches en marketing de la distribution, nous cherchons à comprendre comment s’opère la mutation des distributeurs multi-/cross-canal vers l’omni-canal, du point de vue organisationnel. Au-delà de l’aspect technologique (e.g. modernisation des systèmes d’information ou logistiques), nous nous interrogeons sur la dimension culturelle de la transformation de ces acteurs « historiques » (e.g. révision des modes de fonctionnement et de pensée au sein des organisations et auprès de leurs membres). Nous nous intéressons d’abord à l’émergence de l’omni-canal et soulignons le changement culturel qu’il requiert ; la culture organisationnelle permet ensuite d’appréhender ce que recouvre ce changement culturel ; enfin, dans le cadre d’une stratégie de marketing interne, le storytelling contribue à faciliter la mutation auprès des collaborateurs, premiers destinataires du changement. Nous mettons en oeuvre une étude de cas multiples pour explorer la manière dont la mise en récit du changement par les distributeurs permet de favoriser l’émergence et le déploiement d’une « culture omni-canal ». Nos résultats témoignent d’une convergence dans la manière dont le changement s’opère mais aussi dont les distributeurs le racontent au travers d’un « storytailing » commun, dessinant les prémices d’une « révolution culturelle » de la distribution. Celle-ci se traduit par une vision élargie de la notion d’omni-canal à celle « d’omni-commerce » et une volonté des distributeurs de définir leur agency. / Most retailers strive to reach the omni-channel ideal in order to meet new market requirements (i.e. evolution of consumer behavior and competition standards). In this study, we seek to understand how multi-/cross-channel retailers transform into omni-channel, from an organizational point of view. Beyond the technological aspect (e.g. modernization of information systems and logistics), we investigate the cultural dimension of the change in “historical” actors (e.g. overhaul of processes and ways of thinking inside organizations and among their members). First, we explore the emergence of omni-channel and outline the cultural change that it requires; then, we investigate organizational culture as a means to achieving such cultural change; finally, when formulating marketing strategy, we propose storytelling as an internal marketing approach with collaborators, who are often the first recipients of change. We conduct multiple case studies to explore the narrative of change whilst favoring the emergence and deployment of an “omni-channel culture”. Our findings show confluent results about the way retailers change and tell this story. Their narrative reveal a shared “storytailing”, shaping the premises of a “cultural revolution” in retailing. It is reflected in the proposition of a widened conception of omni-channel through “omni-commerce” and a wish for retailers to define their agency

Between the 1850s to the 1960s, the department store emerged as a prominent retail format worldwide. As a retail format, the department store model broke away from pre-existing retailer and consumer conceptions of shopping and the shopping environment. Store leaders placed their focus on creating an uplifting mode of consumerism that perpetuated the department store as an ‘experience.’ However, behind the department store’s ‘magical’ façade, store management preplanned and manipulated consumer interactions with every part of the store. The managerial techniques managers used allowed these institutions to become an epicentre of consumerism and urban culture globally. The department store has lost its reputation as a vibrant shopping location in the digital age, and retailers and consumers alike have disregarded it as solely a monument of retail nostalgia. Nonetheless, today’s retailers still have much to learn from the ways department store leaders innovated. The management techniques used in department stores can provide insight into these institutions’ successes and pitfalls when navigating changing retail circumstances. If the department store is used as a tool of managerial know-how for retailers in the digital age, it could allow other retailers to sustain a semblance of the department store’s longevity, commercially and culturally. Hudson’s Bay, a remaining store in the Canadian department store industry, features as a case study to highlight the extent to which department store leaders designed and managed their stores. / Dissertation / Doctor of Philosophy (PhD) / This thesis examines the department store’s legacy as a tool of managerial know-how for retailers in the digital age. From the 1890s to the 1960s, department stores were an epicentre of consumerism and urban culture in locales worldwide. Department store management crafted store environments to create a ‘magical’ atmosphere for customers while calculating every consumer interaction with the store behind the scenes. Over the twentieth and twenty-first centuries, increased retail competition has forced many stores to close, often leaving visual façades as the sole reminders of some defunct stores. Yet, the extensive management techniques used inside and outside stores provide insight into how this retail format achieved prominence, how its leaders responded to competitors, and how department store management techniques can contribute to current retail discussions despite its continued decline.

In the digital era and advent of artificial intelligence, digital retailing has emerged as a notable shift in commerce. It empowers e-tailers with data-driven insights and predictive models to navigate a variety of challenges, driving informed decision-making and strategic formulation. While predictive models are fundamental for making data-driven decisions, this thesis spotlights binary classifiers as a central focus. These classifiers reveal the complexities of two real-world problems, marked by their particular properties. Specifically, binary decisions are made based on predictions, relying solely on predicted class labels is insufficient because of the variations in classification accuracy. Furthermore, prediction outcomes have different costs associated with making different mistakes, which impacts the utility. To confront these challenges, probabilistic predictions, often unexplored or uncalibrated, is a promising alternative to class labels. Therefore, machine learning modelling and calibration techniques are explored, employing benchmark data sets alongside empirical studies grounded in industrial contexts. These studies analyse predictions and their associated probabilities across diverse data segments and settings. The thesis found, as a proof of concept, that specific algorithms inherently possess calibration while others, with calibrated probabilities, demonstrate reliability. In both cases, the thesis concludes that utilising top predictions with the highest probabilities increases the precision level and minimises the false positives. In addition, adopting well-calibrated probabilities is a powerful alternative to mere class labels. Consequently, by transforming probabilities into reliable confidence values through classification with a rejection option, a pathway emerges wherein confident and reliable predictions take centre stage in decision-making. This enables e-tailers to form distinct strategies based on these predictions and optimise their utility. This thesis highlights the value of calibrated models and probabilistic prediction and emphasises their significance in enhancing decision-making. The findings have practical implications for e-tailers leveraging data-driven decision support. Future research should focus on producing an automated system that prioritises high and well-calibrated probability predictions while discarding others and optimising utilities based on the costs and gains associated with the different prediction outcomes to enhance decision support for e-tailers. / <p>The current thesis is a part of the industrial graduate school in digital retailing (INSiDR) at the University of Borås and funded by the Swedish Knowledge Foundation.</p>

The contemporary global automotive industry has persisted, relatively unchanged, since its inception over a century ago. However, it appears that major changes may be underfoot with increasing environmental, social, and economic pressures to improve the industry's long-term sustainability. An alternative model, known as Micro-Factory Retailing (MFR), guided by the emerging field of Industrial Ecology (IE) has been proposed as a possible solution to the industry’s sustainability crisis. This thesis will explore the prospects of MFR in Canada and propose the use of 3D printed electric vehicles as a means to facilitate sustainable system innovation. To demonstrate the feasibility of this proposed technological pathway, three entrepreneurial firms attempting to disrupt the way in which cars are made, sold, and used will be studied. Although the timeline of such a major transition is currently unknown, Canada should act proactively to transition its role in the global automotive sector and lead the way towards a more sustainable automotive ecosystem through MFR. / Thesis / Master of Science (MSc)