Prof Jens Nordfält
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Sky News on: Smartphones
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Distrifood (NL) on: Hand-held scanners
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Business Leader on: Omni-channel retailing
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The Telegraph on: Hand-held scanners
For a number of years, various combinations of researchers from the lab have been collaborating with retailers about “the future of retailing”. We have (so far) focused on the physical store in a digital age and more specifically we have looked at “digital tools enhancing shopper in-store decision-making”. In this vein of research we have looked at effects of shoppers using smartphones, hand-held scanners, interactive screens, digital signage and more. In parallel we have also looked at “the role/purpose of the physical store in an omni-channel world”. Here we are more interested in looking at the store layout, the range selection, the services provided in the store etcetera. We are currently collaborating with multiple international researchers and retailers, running field studies, in these projects. At the same time we constantly want new partners. Hence, if you are a retailer who is interested in collaborating with us in the quest to understand the future role for the physical store (or high street for that matter), please feel free to contact us so that we can discuss it further.
For a contact send an email to: j.g.nordfalt@bath.ac.uk.
Related article (open access):
https://www.sciencedirect.com/science/article/pii/S0022435916300872
Billed as Covid-safe shopping to avoid the checkout, scanning your own groceries is adding an average 12 per cent to your supermarket spend, according to research from the University of Bath School of Management. Professor Jens Nordfält tells us more.
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The RCC Lab formally launched
After months of preparations, the Retailing and Contemporary Consumerism lab has been formally launched. We are excited to formalise existing networks of researchers, partners, and students within this new format. Please read more about the lab on the website!
Abstract
Anecdotal evidence is mixed regarding whether handheld scanners used in stores increase or decrease consumer sales. This article reports on three field studies, supported by eye-tracking technology and matched sales receipts, as well as two laboratory studies that show that handheld scanner use increases sales, notably through unplanned, healthier, and impulsive purchases. The findings highlight that these effects may be limited by factors such as not having a budget; for those without a budget, use of scanners can decrease sales. Building on embodied cognition and cognitive appraisal theories, the authors predict that scanners, as a bodily extension, influence sales through both cognitive (shelf attention, perceived control) and affective (number of products touched, shopping experience) mechanisms. The results offer implications for retailers considering whether to integrate scanners into their store environments.