1,720,971 research outputs found
Retailing & trade marketing. Le sfide commerciali nell'epoca della complessità
No full textOver the past decade, businesses have faced profound social, economic, technological, and commercial disruptions compared to previous periods. These disruptions stem not only from a prolonged and complex economic crisis but also from structural phenomena such as the digital revolution, demographic shifts, market maturity, the evolution of new consumption and purchasing models, the repositioning of retail groups and sales channels both offline and online, vertical competition between industrial and private label brands, and changing power dynamics between producers and distributors. These factors have culminated in a hyper-competitive “all-against-all” environment, significantly impacting the strategic dimensions of industrial and commercial sales policies. This book aims to conduct a thorough and up-to-date analysis of these effects, with the goal of elucidating the emerging paradigms in corporate Trade Marketing and Sales Management strategies
Going Online for Groceries: The Winning Proposition of Convenience in Innovating Retail Business Models
No full textTesi articolata sulle dinamiche dei modelli di consumo alimentare online con particolare riguardo alla componente “convenience”, nel senso anglosassone del termine di servizio, praticità, comodità, funzionalità, rapidità, velocità.
Il concetto di “convenience” è stato trattato per la prima volta nella letteratura di marketing da Copeland nel 1923 come attributo di prodotto e si è poi evoluto negli anni nella definizione di “tutto ciò che è in grado di ridurre il dispendio di tempo ed energie per il consumatore”.
La tesi si articola su 3 paper con metodologie diverse.
1. Il primo paper consiste in una rassegna della letteratura per definire il costrutto di convenience ed applicarlo all’universo della spesa alimentare online;
2. Il secondo sviluppa due modelli econometrici per misurare l’impatto delle variabili di tipo convenience sulle performance del canale digitale;
3. Il terzo, si concentra sull’esistenza e sulla sostenibilità economica di modelli di business di retail digitale, costruiti ponendo al centro gli attributi di convenience.Articulated thesis on the dynamics of online food consumption models with particular regard to the "convenience" component, in the Anglo-Saxon sense of the term service, practicality, comfort, functionality, speed, speed.
The concept of "convenience" was treated for the first time in marketing literature by Copeland in 1923 as a product attribute and then evolved over the years into the definition of "everything that is able to reduce the expenditure of time and energy for the consumer".
The thesis is divided into 3 papers with different methodologies.
1. The first paper consists of a literature review to define the concept of convenience and apply it to the universe of online food shopping;
2. The second develops two econometric models to measure the impact of convenience-type variables on the performance of the digital channel;
3. The third, focuses on the existence and economic sustainability of digital retail business models, built with convenience attributes at the centre
Convenience drivers of sales share expansion in online grocery retailing
No full textOnline Grocery Shopping has the potential to fulfill both needs, establishing itself as a valuable service to maximize both utilities. Focusing on consumers’ inclinations, hopping convenience has been proven as the main underlying motive to adopt online purchasing. As consumers allocate less time to shopping and more to other endeavors, their desire for convenience is growing, diverting them to Online Grocery Shopping as a convenient, time and effort-saving alternativ
The Role of Convenience Category Attributes in Sustaining the Growth of Online Grocery Shopping
No full textThis study aims to explore the impact of category-specific attributes in determining the intensity of grocery shopping realized within the online channel. Using real sales data provided by Circana, we examined online purchases in each grocery category over the entire 2017 to 2022 timespan, and relying on Shopping Utility Maximization theory, we uncovered which category attributes influence e-commerce volumes sales. In particular, the influence of category-specific heuristics regarding the “convenience” offering, namely variety, perishability, bulkiness, and expensiveness in affecting online shopping is deepened. Based on the result of the statistical analyses, we obtained significant results regarding: (i) higher online purchases of bulky products; (ii) lower online purchases of perishable goods and of channel expensive ones. While overall variety of items and product expensiveness were not found as significant category-specific drivers/barriers of online grocery shopping
The praise of laziness: convenience category attributes sustaining the growth of online grocery shopping
No full textThis study aims to explore the impact of category-specific attributes in determining the intensity of grocery shopping realized within the online channel. Using real sales data provided by Circana, we examined online purchases in each grocery category over the entire 2017 to 2022 timespan, and relying on Shopping Utility Maximization theory, we uncovered which category attributes influence e-commerce volumes sales. In particular, the influence of category-specific heuristics regarding the “convenience” offering, namely variety, perishability, bulkiness, and expensiveness in affecting online shopping is deepened. The dataset consists of 440 product categories and statistical analyses were conducted using the STATA software. We obtained significant results regarding: (i) higher online purchases of bulky & heavy products; (ii) lower online purchases of perishable goods and of channel expensive ones (products sold at a price which is higher online than offline). While overall variety of items and product expensiveness were not found as significant category-specific drivers/barriers of online grocery shoppin
“Unless I See, I Do not Buy”: Display Share Impact on Private Label Online Sales
No full textThe work herein deals with the impact of display share as a driver for private label sales in the online grocery retail setting. Starting from the assumption, well established in literature on “bricks-and-mortar” grocery stores, that an increase in the assortment share drives to higher sales share, empirical analysis is provided to verify if the same effect applies for the online channel as well. Cross-sectional analysis based on secondary scanner data provided by Circana in Italy on 190 food and beverage categories confirms the existence of a direct and robust relationship between private label online assortment and its sales share. Additionally, this relationship is found to be positively influenced by the category assortment depth, a moderating factor that does not hold significance in the offline channel
Il caso Pan di Stelle. Da biscotto del Mulino Bianco a universo semantico
No full textIl caso "Pan di Stelle" rappresenta un esempio di evoluzione della strategia di branding da brand-prodotto (nell'ambito di un Family Brand) a Individual Brand. Il caso illustra minuziosamente le fasi di evoluzione del posizionamento del brand attraverso la rielaborazione della documentazione contenuta nell'archivio ufficiale aziendale di Barilla relativamente alle strategie di packaging e di comunicazione di "Pan di Stelle" dal 1983 (anno di lancio) al 2020
“I’d like to, but I can’t”. Store Brands’ limited exploitation of the Gluten-Free opportunity
No full textOver recent years, Free-From food products have shown a significant increase in consumption internationally. Retailers from the Modern Grocery Distribution (MGD) are taking advantage of this positive trend by extending their assortment in the area, thus benefitting remarkably in terms of sales and margins. The present work is focused on the Gluten-Free segment; through an analysis of Italian IRI sell-out data from 2014 to 2019, our results show a considerably positive sales increase, albeit slightly diminishing during the last two years. However, Store Brands (SBs) are only partially exploiting this opportunity since their contribution to the overall turnover of Gluten-Free products has been limited; this is mainly due to a lack in assortment depth
Private Label vs Leading National Brand in the Online Grocery Retail Setting
No full textThe present work investigates the topic of inter-brand competition among Private Labels and Leading National Brands in the new online grocery retail setting. An analysis of peer-to-peer ratings and reviews regarding the two competing brand types has been developed. Findings highlights that: (i) the gen- eral online sentiment towards National Brand is significantly more positive than that towards Private Label; (ii) qualitative content analysis on reviews related to strongly positive/strongly negative ratings reveals that e-shoppers’ comments on National Brand focus more on non-price attributes (i.e. product quality and ser- vices), while 64% of overall comments on Private Label are price-related. This confirm the conjecture, already proved in the offline grocery retail setting, that store branded products are currently found to be in a weak competitive position compared to Leading National Brand in the emerging online retail setting too
Going Online for Groceries: The Winning Proposition of Convenience in Innovating Retail Business Models
No full textTesi articolata sulle dinamiche dei modelli di consumo alimentare online con particolare riguardo alla componente “convenience”, nel senso anglosassone del termine di servizio, praticità, comodità, funzionalità, rapidità, velocità.
Il concetto di “convenience” è stato trattato per la prima volta nella letteratura di marketing da Copeland nel 1923 come attributo di prodotto e si è poi evoluto negli anni nella definizione di “tutto ciò che è in grado di ridurre il dispendio di tempo ed energie per il consumatore”.
La tesi si articola su 3 paper con metodologie diverse.
1. Il primo paper consiste in una rassegna della letteratura per definire il costrutto di convenience ed applicarlo all’universo della spesa alimentare online;
2. Il secondo sviluppa due modelli econometrici per misurare l’impatto delle variabili di tipo convenience sulle performance del canale digitale;
3. Il terzo, si concentra sull’esistenza e sulla sostenibilità economica di modelli di business di retail digitale, costruiti ponendo al centro gli attributi di convenience.Articulated thesis on the dynamics of online food consumption models with particular regard to the "convenience" component, in the Anglo-Saxon sense of the term service, practicality, comfort, functionality, speed, speed.
The concept of "convenience" was treated for the first time in marketing literature by Copeland in 1923 as a product attribute and then evolved over the years into the definition of "everything that is able to reduce the expenditure of time and energy for the consumer".
The thesis is divided into 3 papers with different methodologies.
1. The first paper consists of a literature review to define the concept of convenience and apply it to the universe of online food shopping;
2. The second develops two econometric models to measure the impact of convenience-type variables on the performance of the digital channel;
3. The third, focuses on the existence and economic sustainability of digital retail business models, built with convenience attributes at the centre
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