Publicaties
The Future of Physical Stores: Creating Reasons for Customers to Visit KU Leuven
This research presents a novel, conceptual perspective on distinctive opportunities available to retailers with a physical location to create reasons for customers to visit the physical store. A multi-method approach is used, where we combine the study of more than 25,000 online announcements of new approaches implemented in physical stores with 12 interviews with retail experts from around the globe. The result is an integrative framework with ...
The Impact of Organic Specialist Store Entry on Category Performance at Incumbent Stores. KU Leuven
Premium organic retailers are specialist retailers that exclusively offer organic products. Past literature has not studied their entry, focusing instead on the impact of generalist store entry, such as Wal-Mart. This study examines the impact of premium organic specialist store entry on category performance at incumbent generalist stores for 47 packaged food and beverages categories. The results indicate that incumbent stores lose sales after a ...
Going Healthy: How Product Characteristics Influence the Sales Impact of Front-of-Pack Health Symbols KU Leuven
Manufacturers increasingly adopt health symbols, which translate overall product healthiness into a single symbol, to communicate about the overall healthiness of their grocery products. This study examines how the performance implications of adding a front-of-pack health symbol to a product vary across products. We study the sales impact of a government-supported health symbol program in 29 packaged categories, using over four years of scanner ...
Going Online for Groceries: Drivers of Category Share of Wallet Expansion. KU Leuven
Some grocery product categories may be more successful than others in terms of stimulating consumers to increase their share of wallet (SoW) when they start buying through the online channel of a grocery chain. This study explores the circumstances in which online and multichannel marketing mix instruments determine the extent of category-level SoW expansion. To do so, the authors use U.K. household scanner panel data, covering online and ...
How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study. KU Leuven
Using data from a large-scale field study, we show that (perceptions of) crowding change(s) the composition of a consumer’s shopping basket. Specifically, as shoppers experience more crowding, their shopping basket contains (a) relatively more affect-rich (“hedonic”) products, and (b) relatively more national brands. We offer a plausible dual-process explanation for this phenomenon: Crowding induced distraction limits cognitive capacity, ...
Retail Service Innovations and Their Impact on Retailer Shareholder Value: Evidence From an Event Study. KU Leuven
To survive in the competitive retail landscape, retailers launch service innovations designed to grant additional value to consumers. This study investigates whether and in which circumstances retail service innovations create shareholder value, using stock returns to capture investors’ point of view. An event study is used to analyze a broad, varied set of 350 service innovation announcements by publicly listed retailers. The study shows that ...
New product success in the consumer packaged goods industry: A shopper marketing approach KU Leuven
Marketing activities that influence shoppers along the various stages of their path-to-purchase are gaining attention from both manufacturers and retailers. Using a dataset with detailed information on 105 new products (NPs) launched in the U.K. by 44 leading brands and sold across 13 major retail banners, we provide strong support for the prominent role of both upper- and lower-funnel marketing actions that influence consumers before (upper) or ...
Marketing research on product-harm crises: A review, managerial implications, and an agenda for future research KU Leuven
© 2017, Academy of Marketing Science. A product-harm crisis is a discrete event in which products are found to be defective and therefore dangerous to at least part of the product’s customer base. Product-harm crises are not only dangerous for consumers; they also represent a major threat to the reputation and equity of brands or companies, which often struggle with how to best respond. The marketing literature has witnessed a surge in interest ...