Omnichannel in FMCG: Digitally Enhancing Retail Consumer Journey

Physical store based need fulfillment and shopping as physical experience has been largely challenged and continuously reducing the demarcation between offline and online buyer preferences globally and especially in a thickly populated country like India the models are surprising evolving into a well favoured and highly accepted societal upheaval more precisely in the recent past. Humpty number of want factors initially drove the market with tough irresistible bargaining saw the cash burn minimized and brand supremacy reigned in .Things started looking apparently different in a deciduous to deadly adoption rates blistering with woven choices and solid preferences backed by quality decisions making Indian ecommerce market a formidable dominant in the years to come. The culminating reasons embedded in the psycho-socio-cultural fabric rather than the pure cost and scarcity based simple need fulfillment. The consumer journey just began riddled with information fuelled buyer power stoically sewn into the age old mortared models. Ecommerce marketspace is filled with unappalled expectations where companies are stoically gunning for lifetime customer value and virtual anecdotes leading to unquestionable loyalty might be in the chosen segments either by the firm or by the end user with the extensive deployment of technology in forecasting and fulfilling existing and emerging needs of the digital users

Download Full-text

Forecasting the Demand of Honey Product for Facing Panic Buying and Stockpile in Pandemics

International Journal of Current Science Research and Review ◽

10.47191/ijcsrr/v4-i11-16 ◽

2021 ◽

Vol 04 (11) ◽

Author(s):

J. A. Putritamara ◽

Keyword(s):

Mean Squared Error ◽

Supply And Demand ◽

Health Sector ◽

Secondary Data ◽

Adaptive Strategy ◽

Food Supplement ◽

Frequency Wave ◽

Exponential Method ◽

Forecasting System ◽

Consumer Journey

The threat on health sector has massive impacts, and one of them is on business internal management as the main factor of producers to consider design of their products. During pandemic, honey is categorized as food supplement. In a certain phase, when the demand upon honey is high, the price tends to be unstable due to an imbalance between supply and demand. Complexities of consumer during pandemics effect on food security system. Unpreparedness of the producers in facing the phenomenon of panic buying and stockpile causes scarcity. Objective of the research was forecasting the demand of honey following the second pandemic wave and supported SMEs to create adaptive strategy to face scarcity. Method of the research used secondary data and survey in the field, which was ended by FGD to decide strategy of the producer to minimize scarcity. Data analysis used MSE (Mean Squared Error) with exponential smoothing. Results of the research showed that the method of alpha exponential 5% has minimum error, which forecast that in December 2021, the demand of propolis honey may reduce after the 2nd wave of Covid in Indonesia and approach to normal forecasting system. The accuracy with exponential method is higher and may facilitate the producers to provide products when fear contagion and panic buying take place. Contribution of analysis result toward strategy of the producers is providing estimation that maximum amount of availability increases no more than 2 times of the real demand of the consumers when panic buying occurs. The most needed strategy is setting the timeline in the projection of consumer journey. This alternative is relevant to fear contagion phenomenon because it contributes to socio-psychology of the consumers in deciding to buy supplement of honey product. Novelty of this research is examining the frequency wave of product purchase intensity of the consumer journey with Covid-19 phenomenon.

Download Full-text

Digital advertising as service: introducing contextually embedded selling

Journal of Services Marketing ◽

10.1108/jsm-01-2018-0043 ◽

2019 ◽

Vol 33 (4) ◽

pp. 396-406 ◽

Cited By ~ 2

Author(s):

Anna-Greta Nyström ◽

Karl-Jacob Mickelsson

Keyword(s):

Digital Media ◽

Point Of View ◽

Customer Engagement ◽

Media Content ◽

Editorial Content ◽

Content Type ◽

Interactive Nature ◽

Service Logic ◽

Advertising Content ◽

Consumer Journey

Purpose Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this point of view and argues that the converged and interactive nature of digital media makes all advertising content into potential points of engagement in a digital media journey. Design/methodology/approach The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling. Findings The authors present digital advertisements and digital media content as elements that contribute to a digital media journey, which ideally leads to a purchase. Advertising content is regarded as a resource used by consumers in their underlying value-creating processes. Thus, the digital advertising process is conceptualized as a customer-driven process of engaging with digital media content, where a purchase is incorporated in (and naturally follows from) the theme of engagement. Research limitations/implications The paper introduces the concept of contextually embedded selling, which refers to a process where digital advertising content is thematically congruent with the surrounding editorial content, so that both contribute to the same consumer journey. Otherwise, consumers experience a contextual jump – a disconnect in theme, place or time during the consumer’s process of engagement with the digital content. Originality/value The paper contributes to advertising theory on advertising, engagement and the emerging research on consumer journey design by presenting an approach based on SL, namely, contextually embedded digital selling.

Download Full-text

Political Identity and the Consumer Journey: A Research Review

Journal of Retailing ◽

10.1016/j.jretai.2019.09.003 ◽

2020 ◽

Vol 96 (1) ◽

pp. 55-73 ◽

Cited By ~ 11

Author(s):

Jihye Jung ◽

Vikas Mittal

Keyword(s):

Political Identity ◽

Research Review ◽

Consumer Journey

Download Full-text

Digital Interactions and Brand Experience Design

Conference Proceedings of the Academy for Design Innovation Management ◽

10.33114/adim.2017.129 ◽

2019 ◽

Vol 1 (1) ◽

Author(s):

Ashok RANCHHOD ◽

Vanissa WANICK ◽

Calin GURAU

Keyword(s):

Brand Management ◽

New Technologies ◽

Emerging Technologies ◽

Future Research ◽

Brand Experience ◽

Consumer Experience ◽

Experience Design ◽

Technological Advances ◽

Post Purchase ◽

Consumer Journey

This paper introduces an overview and positioning of the contemporary brand experience in the digital context. With technological advances in games, gamification and emerging technologies, such as Virtual Reality (VR) and Artificial Intelligence (AI), it is possible that brand experiences are getting more pervasive and seamless. In this paper, we review the current theories around multi-sensory brand experience and the role of new technologies in the whole consumer journey, including pre-purchase, purchase and post-purchase stages. After this analysis, we introduce a conceptual framework that promotes a continuous loop of consumer experience and engagement from different and new touch points, which could be augmented by games, gamification and emerging technologies. Based on the framework, we conclude this paper with propositions, examples and recommendations for future research in contemporary brand management, which could help brand managers and designers to deal with technological challenges posed by the contemporary society.

Download Full-text