Consumer Centred-Contextualised Approach to Retail Innovation (CAPRI)

CAPRI旨在通过帮助填补技术开发与零售成功实施之间的差距，为零售创新做出贡献。我们认为，减缓零售创新进程的主要问题之一是，很难预测某些技术将如何影响消费者的体验，以及相关投资将如何影响收入。事实上，尽管互联网连接和智能手机的不断普及无疑正在通过增强消费者的理性来改变消费者与零售商的关系，但科学研究和零售实践都提供了大量证据，证明情感、体验和参与在消费者的偏好、选择甚至技术采用中发挥着重要作用。零售品牌，它的目标受众，以及购物和体验发生的物理和虚拟环境，都对某种创新策略可能对消费者的看法产生的影响，最终对销售产生关键影响。零售是因地制宜的，零售创新应该基于对消费者深入的情境化了解。与此同时，大数据和消费者分析对零售商来说是一个重要的潜力，但如果没有理论来解释观察到的关系模式，并为相关查询提供信息，这种潜力将得不到利用。移动技术为收集和合并社会人口统计、购物行为、空间运动、个体差异甚至情绪和体验的实时数据提供了新的机会。消费者研究通常是在实验室环境下进行的小样本量研究，而且收集的自我报告问卷远离消费的时间和背景，这可能会被移动和大数据革命所改变。这个研究项目将为整合不同类型和来源的消费者数据提供第一个贡献，同时测试移动技术对消费者体验的影响，它的最终目标是为零售创新建立一个新的“研究和开发”实践准则。我们的工作将在各个层面上扩展以前的文献：(1)它将通过检查个体差异、社会人口统计学、动机、情绪的相对影响来提高对经验的理解；(2)经验及其预测因子对技术接受度和满意度的影响；(3)它将显示技术对消费者体验的影响，并为以消费者为中心的情境化技术设计和实施方法提供指示；4)通过增加空间运动数据，提升消费者行为模型。我们将开发一个纵向系统，用于实时收集和整合零售空间内的消费者数据。该系统将基于一个“移动和基于位置”的消费者小组的管理，这将是一个创新的原始数据来源，同时也是一个未来的测试平台，用于试验消费者体验策略、基于位置的通信、基于移动的消费者研究的新概念和技术。该项目将涉及移动应用程序的开发和招募小组参与者基于国家的最先进的统计代表的客户群塞恩斯伯里。第一项研究将对移动应用程序进行测试，并将“态度和行为”与“实时消费者的体验和感受”、“空间运动”、“个性和个体差异”以及“社会人口统计学”结合起来。这第一项研究将为进一步的方法和技术发展提供基础，目的是基于零售合作伙伴的特定情境策略推进消费者分析应用。

'CAPRI' aims to contribute to retail innovation by helping to fill the gap between technology development and retail successful implementations. We believe that among the main issues that slow down the process of retail innovation, there is the difficulty of predicting how certain technologies will impact the consumers' experience and, as a consequence, how the related investments will affect revenues. Indeed, even though the unrelenting diffusion of Internet connectivity and smartphones adoption is undoubtedly transforming the consumer-retailer relationship by empowering consumers' rationality, both scientific research and retail practice provide extensive evidence as to the major role played by emotions, experience and engagement on consumer's preferences, choices and even technology adoption. The retail brand, its target audience, as well as the physical and virtual contexts where both shopping and its experience take place, all have critical influence on the impact that a certain innovation strategy might have on the consumers' perceptions and, finally, sales. Retail is context-specific and retail innovation should be informed by an in-depth contextualized knowledge of consumers. At the same time, big data and consumer analytics represent an important potential for retailers but without theories to explain the observed patterns of relationships and to inform related queries, this potential will remain unexploited. Mobile technologies provide the novel opportunity to gather and merge big data on socio-demographics, shopping behaviors, spatial movements, individual differences and even real-time data on emotions and experience. Consumer research usually conducted on small sample sizes, in laboratory settings, and with self-report questionnaires collected far from both the time and the context of consumption is likely to be transformed by the mobile and big data revolution. This research project will provide a first contribution for the integration of different types and sources of consumer data while testing the impact of mobile technology on the consumer experience, and it has the ultimate goal of establishing a new code of practice of 'research and development' for retail innovation. Our work will extend on previous literature on various levels: (1) it will improve the understanding of experience by examining the relative impact of individual differences, socio-demographics, motivation, emotions; (2) it will show the role of experience and its predictors on technology acceptance and satisfaction; (3) it will show the impact of technologies on the consumer experience and provide indications for a consumer-centered-contextualized approach to technology design and implementation; 4) It will advance consumer behaviour models by adding spatial movements data.We will develop a longitudinal system for the real time gathering and integration of consumer data within the retail space. The system will be based on the management of a 'mobile and location-based' panel of consumers that will be both an innovative source of primary data and at the same time a future test bed for the experimentation of novel concepts and technologies for consumer experience strategies, location based communication, mobile-based consumer research. The project will involve the development of mobile apps and the recruiting of panel participants based on state of the art statistical representation of the client base of Sainsbury's. A first study will be carried out for the test of a mobile application and the integration of 'attitudes and behaviours' with 'real-time consumers' experience and feelings' with 'spatial movements' with 'personality and individual differences' and 'socio-demographics'. This first study will provide the basis for further methodological and technological developments with the aim of advancing consumer analytic applications based on context-specific strategies of the retail partner.