Please use this identifier to cite or link to this item: http://idr.iimranchi.ac.in:8080/xmlui/handle/123456789/1994
Full metadata record
DC FieldValueLanguage
dc.contributor.authorBehera, Rajat Kumar-
dc.contributor.authorBala, Pradip Kumar-
dc.contributor.authorVijay, T Sai-
dc.contributor.authorRana, Nripendra P.-
dc.date.accessioned2023-08-11T14:24:04Z-
dc.date.available2023-08-11T14:24:04Z-
dc.date.issued2023-08-11-
dc.identifier.citationRajat Kumar Behera, Pradip Kumar Bala, T Sai Vijay, and Nripendra P. Rana (2023). Retail atmospherics effect on store performance and personalised shopper behaviour: a cognitive computing approach. International Journal of Emerging Markets, 18(8), August 2023, 1948-1977.en_US
dc.identifier.issn1746-8809-
dc.identifier.urihttps://www.emerald.com/insight/content/doi/10.1108/IJOEM-03-2021-0433/full/html-
dc.identifier.urihttp://idr.iimranchi.ac.in:8080/xmlui/handle/123456789/1994-
dc.description.abstractPurpose The best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates differently with diversified items and services, but influencing retail atmospheric on personalised shoppers, the perception remains the same across industries. Retail atmospherics stimuli such as design, smell and others create behavioural modifications. The purpose of this study is to explore the atmospheric effects on brick-and-mortar store performance and personalised shopper's behaviour using cognitive computing based in-store analytics in the context of emerging market. Design/methodology/approach The data are collected from 35 shoppers of a brick-and-mortar retailer through questionnaire survey and analysed using quantitative method. Findings The result of the analysis reveals month-on-month growth in footfall count (46%), conversation rate (21%), units per transaction (27%), average order value (23%), dwell time (11%), purchase intention (29%), emotional experience (40%) and a month-on-month decline in remorse (20%). The retailers need to focus on three control gates of shopper behaviour: entry, browsing and exit. Attention should be paid to the cognitive computing solution to judge the influence of retail atmospherics on store performance and behaviour of personalised shoppers. Retail atmospherics create the right experience for individual shoppers and forceful use of it has an adverse impact. Originality/value The paper focuses on strategic decisions of retailers, the tactical value of personalised shoppers and empirically identifies the retail atmospherics effect on brick-and-mortar store performance and personalised shopper behaviour.en_US
dc.language.isoenen_US
dc.publisherInternational Journal of Emerging Marketsen_US
dc.subjectRetail atmosphericsen_US
dc.subjectIn store analyticsen_US
dc.subjectCognitive computingen_US
dc.subjectShopperen_US
dc.subjectBehaviouren_US
dc.subjectPersonalisationen_US
dc.subjectEmerging marketen_US
dc.subjectIIM Ranchien_US
dc.titleRetail atmospherics effect on store performance and personalised shopper behaviour: a cognitive computing approachen_US
dc.typeArticleen_US
dc.volume18en_US
dc.issue8en_US
Appears in Collections:Journal Articles

Files in This Item:
There are no files associated with this item.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.