Why Are Store-Based Retailers Aggressively Pursuing Sales

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Explain why store-based retailers are actively seeking to increase their sales through electronic channels. Discuss the reasons behind the popularity of internet and catalog channels for gift-giving. Analyze the advantages that customers gain when accessing retail websites via mobile devices or computers, especially in terms of browsing, learning about promotions, and making purchasing decisions. Compare the time spent browsing versus purchasing when shopping online with the time spent browsing versus buying in physical stores. Describe the methods service retailers, such as hotels, utilize to provide information to potential customers about their services, rates, and amenities. Reflect on a recent personal purchase and discuss how economic and social environmental factors, including reference groups, family, and cultural influences, shaped your decision. Consider how retailers use social media platforms to influence purchasing behaviors. Finally, examine the types of merchandise sold at Office Depot, Staples, and Office Max, categorizing items into extended problem solving, limited problem solving, and habitual decision-making for college students, and analyze how these categories might change if the customer were a medium-sized business owner.

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In the evolving landscape of retailing, store-based retailers are increasingly aggressive in leveraging electronic channels to boost sales. This strategic shift is driven by multiple factors, including changing consumer behaviors, technological advancements, and competitive pressures. The integration of digital channels allows traditional brick-and-mortar stores to extend their reach beyond physical locations, offering consumers convenience, variety, and personalized experiences that are difficult to match in-store alone (Verhoef et al., 2017).

The popularity of internet and catalog channels for gift-giving is attributable to their inherent convenience and broad accessibility. Online platforms offer a wide array of choices, detailed product descriptions, reviews, and the ability to purchase from anywhere at any time (Huang & Rust, 2021). Particularly during festive seasons, consumers find digital channels more efficient for selecting gifts, comparing prices, and receiving items through swift delivery options, thus making these channels preferred for gift-giving occasions (Cachon & Swinney, 2011).

Accessing retail websites via mobile devices or computers provides significant advantages to consumers. Mobile browsing enables shoppers to make quick comparisons, check reviews, and access special promotions on the go, enhancing the overall shopping experience (Pentina & Tarafdar, 2019). Similarly, computers offer a more detailed view with larger screens, making it easier for shoppers to navigate complex product information or promotional offers. Both modes promote timely decision-making and can encourage impulse buying through targeted advertisements and notifications (Langer & O’Leary, 2020).

When engaging in online shopping, consumers tend to spend more time browsing products than actually purchasing, as they explore options, read reviews, and compare alternatives before making a decision (Verhagen & Van Dolen, 2011). Conversely, in physical stores, consumers often spend less time browsing and more time immediately evaluating whether to buy based on tactile cues and personal interactions with sales personnel, leading to quicker purchasing decisions (Baker et al., 2014).

Service retailers like hotels utilize a variety of informational strategies to attract and assist potential customers. These include detailed websites, virtual tours, customer testimonials, and FAQ sections that address common questions regarding services offered, rates, amenities, and booking procedures. Additionally, hotels often employ proactive communication through email marketing and social media to highlight special packages, loyalty programs, and seasonal offers, thereby enhancing their visibility and appeal (Oh & Choi, 2020).

Personal purchase decisions are significantly influenced by economic and social environmental factors. For instance, a recent purchase of a high-end electronic gadget was influenced by peer recommendations from a social media platform, cultural values emphasizing technology adoption, and family opinions. Retailers harness social media to shape buying decisions by promoting testimonials, influencer endorsements, targeted ads, and interactive campaigns. These digital strategies create perceived social proof and familiarity, increasing the likelihood of purchase (Kim & Kim, 2020).

Merchandise categories at office supply stores like Office Depot, Staples, and Office Max vary in decision-making complexity: for college students, items such as notebooks, pens, and backpacks typically fall into habitual or limited problem solving categories due to their routine nature. Extended problem solving applies to more significant purchases like ergonomic office chairs or printers, which require comparison and evaluation. For medium-sized business owners, these categories shift accordingly — office supplies become essential for daily operations, requiring extensive evaluation for investment in durable, cost-effective products, whereas routine items like stationary are purchased habitually. The decision process varies based on the purchase’s scale and importance, influencing the level of research and the evaluation criteria (Bettman, 1979).

References

• Bettman, J. R. (1979). An information processing theory of consumer choice. Reading, MA: Addison-Wesley.
• Cachon, G. P., & Swinney, R. (2011). The value of online product reviews to sellers and consumers. International Journal of Electronic Commerce, 16(4), 21-46.
• Huang, M.-H., & Rust, R. T. (2021). Engaged to a Robot? The Role of Consumer–Robot Relationships in Consumer Loyalty. Journal of Retailing, 97(4), 607-623.
• Kim, J., & Kim, M. (2020). The influence of social media marketing activities on brand equity and purchase intention. Journal of Business Research, 119, 140-151.
• Langer, R., & O’Leary, S. (2020). Mobile shopping behavior and perceptions: An exploratory analysis. Journal of Business & Industrial Marketing, 35(1), 122-134.
• Oh, H., & Choi, H. (2020). The impact of hotel informational marketing on booking intention: The moderating role of perceived service quality. Journal of Hospitality & Tourism Research, 44(2), 222-245.
• Pentina, I., & Tarafdar, M. (2019). Coming of age in the digital age: A review of social media research. Information & Management, 56(7), 103179.
• Verhoef, P. C., et al. (2017). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901.
• Verhagen, T., & Van Dolen, W. (2011). The impact of online store image on consumer online purchase behavior. Information & Management, 48(8), 393-402.