Consumer Centred-Contextualised Approach to Retail Innovation (CAPRI)

"CAPRI"旨在通过帮助填补技术开发和零售成功实施之间的差距，为零售创新做出贡献。我们认为，在减缓零售创新进程的主要问题中，很难预测某些技术将如何影响消费者的体验，因此，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、体验和参与对消费者的偏好、选择甚至技术采用所起的重要作用。零售品牌、其目标受众，以及购物和体验发生的物理和虚拟环境，都对某种创新战略可能对消费者的感知以及最终对销售产生的影响具有关键影响。零售业是特定于环境的，零售业创新应该通过对消费者的深入了解来了解。与此同时，大数据和消费者分析代表了零售商的重要潜力，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，这种潜力将仍然未被利用。移动的技术为收集和合并有关社会人口统计、购物行为、空间移动、个体差异甚至有关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中进行的小样本研究，并在远离消费时间和背景的情况下收集自我报告问卷，这可能会被移动的和大数据革命所改变。该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，同时测试移动的技术对消费者体验的影响，其最终目标是为零售创新建立一个新的"研究和开发"实践守则。我们的工作将在各个层面上扩展以前的文献：（1）通过检查个体差异、社会人口统计、动机、情绪的相对影响，提高对体验的理解;（2）它将显示体验的作用及其预测因素对技术接受和满意度;（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技术设计和实施方法提供指示; 4）通过增加空间移动数据，改进消费者行为模型。我们将开发一个纵向系统，用于零售空间内消费者数据的真实的实时收集和整合。该系统将基于对"移动的和基于位置的"消费者小组的管理，该小组将既是原始数据的创新来源，同时也是未来的试验台，用于消费者体验策略、基于位置的通信、基于移动的消费者研究的新概念和技术的实验。该项目将涉及移动的应用程序的开发和招聘小组参与者的基础上，最先进的统计表示的客户群的塞恩斯伯里。第一项研究将进行测试的移动的应用程序和整合的"态度和行为"与"实时消费者的经验和感受"与"空间运动"与"个性和个体差异"和"社会人口"。这第一项研究将为进一步的方法和技术发展提供基础，目的是根据零售合作伙伴的具体战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.