How to use Google street view for a time-lapse data collection methodology: potential uses for retailing

Finding the optimal location is a relevant strategic decision for retailers. The classic theories of retail location offer complementary perspectives, and later models include new variables, although they present methodological problems, these methodologies are static in time. Google Street View (GSV) allows extending the analysis of predictive models to different fields by a time-lapse collection data offering new opportunities to research and providing dynamic information. The development of a customized methodology, incorporating the time-lapse technique for practical applications, is the main contribution of this research, since there is almost no research on this topic.

Spatial Shopping Behavior in a Multi-Channel Environment: A Discrete Choice Model Approach

Spatial impacts of online shopping are discussed frequently in retail geography. Here, online shopping is mostly regarded as a central driver of competition for physical retailing and its locations, such as town centers or malls. Due to its high popularity, cross-channel shopping is sometimes considered to be a support for physical retailing. However, traditional retail location theory does not consider shopping channels other than in-store shopping. Furthermore, although online shopping is far too important to be neglected in examining consumer spatial shopping behavior, there is an obvious lack in the previous literature towards incorporating multi- and cross-channel shopping into store choice models. The present study aims to identify the main drivers of store choice on the basis that both in-store and online shopping alternatives are available, as well as the opportunity for cross-channel shopping. Taking into account previous literature on both physical store choice and multi-channel shopping, hypotheses on the impact of different shopping transaction costs (such as travel time, delivery charges, or uncertainty with respect to the stores' assortment) were derived. Based on a representative consumer survey, real past shopping decisions in three retail sectors (groceries, consumer electronics [CE], and furniture) were collected. The econometric analysis of empirical store choices was performed using a nested logit model which includes both physical and online stores. The results confirm several assumptions of classical retail location theory as well as previous findings from single-firm studies and stated choice experiments on multi-channel shopping behavior. Travel time to physical stores reduces consumer utility and store choice probability, respectively. Consumer sensitivity towards travel time decreases with decreasing purchase frequency of the desired goods. Delivery charges also decrease the likelihood of choosing a store. The impact of cross-channel integration on store choice (assuming the reduction of consumer transaction costs) is considerably lower than expected and differs between retail sectors. While furniture retailers profit from enabling cross-channel shopping, there is no such competitive advantage found for grocery and CE retailers. The positive effect of assortment on condition of diminishing marginal utility is confirmed for grocery stores and CE stores, but not for furniture stores. From a theoretical perspective, this study shows that multi- and cross-channel shopping behavior does not contradict the main thoughts of classical retail location theory. From a practical perspective, the study is a contribution as store choice models play a significant role in both business location planning and governmental land use planning.

Impact of Strategic Locations on Customer Dynamics in Business Outlets: A Case by Observation Method

This paper investigated the impact of strategic location, a retailer's most expensive and long-term marketing mix choice, on customer dynamics. The researchers used two aspects of retail location to estimate consumer spending at a multinational café franchisee in the metropolitan area of Malaysian capital. A qualitative observation method has been applied to collect the data and analyzed it systematically. Several factors including proximity to customers, i.e. trip times, and closeness to other shops, i.e. agglomeration are measured. Both are key indicators of customer spending and, as a result, revenue for the business. Furthermore, across retail forms, location effects are diverse and frequently asymmetric. Rush hour times to a retailer's general outlet have a significantly larger effect on customer dynamics than they do on other outlets, according to the findings. Retailers are increasingly focusing on providing a better consumer experience. However, there has been a scarcity of comparable academic study on the subject. The researchers addressed particular factors in this study, emphasizing those that need further investigation.

Investigation of the Adulteration of Essential Oils by GC-MS

Background: A lack of regulation about the chemical composition of essential oils and the growing popularity of these oils among consumers presents an urgent need for the accurate characterization of various oil types from a variety of manufacturers. The aim of this paper was to characterize the composition of essential oils bought from a popular retail location, with the goal of understanding the chemical composition and presence of adulterants with potential toxicity. Methods: Reported herein is an investigation into the components of a variety of essential oils using gas chromatography-mass spectrometry (GC-MS). The investigation initially focused on two popular oils, tea tree and lavender oil, and then moved to investigate four additional essential oils from the same brand (sandalwood, rose, eucalyptus, and lemongrass). Results: Results of this analysis indicated that all six store brand essential oils contained Carbitol (in concentrations from 23% to 35%), and four of the six oils had diethyl phthalate (in concentrations ranging from 0.33% to 16%). These toxicants are particularly concerning because they are known inhalation hazards, and the intended usage of these oils is for aromatherapy (i.e. inhalation). Conclusion: These results highlight a potentially significant and under-reported health concern from inhalation of toxic contaminants in the store brand oils, and showcase the need for more regulation and transparency about the composition of these commercial products.

1430. Novel Transmission of Burkholderia pseudomallei from a Freshwater Aquarium to a Human — Maryland, 2019

Background Nearly all U.S. cases of melioidosis, a potentially fatal disease caused by Burkholderia pseudomallei, are associated with travel to endemic areas. In September 2019, a patient in Maryland with no international travel history developed melioidosis and whole genome sequencing (WGS) of the patient’s clinical isolate showed it clustered most closely with isolates from Southeast Asia. CDC and Maryland Department of Health (MDH) investigated possible sources of B. pseudomallei exposure to identify the source and route of transmission and evaluate risk to others. Methods MDH interviewed the patient and household members during October–December 2019. In consultation with CDC, MDH conducted environmental sampling of the patient’s home including drains, faucets, potted and ground soil, imported products, and two freshwater aquariums. Samples were tested for B. pseudomallei at CDC by PCR and culture. B. pseudomallei isolates underwent WGS and were analyzed along with a reference panel of geographically diverse, publicly available genomes. Results Three environmental samples, all from aquarium #2, were positive for B. pseudomallei. These isolates matched the patient’s clinical isolate by WGS, suggesting the aquarium was the source of exposure. According to interviews, the patient set up both aquariums in July 2019 and all the fish in aquarium #2 died in August 2019. The patient recalled reaching her bare hands and arms into the aquarium in August 2019, one month prior to illness onset. Conclusion This investigation led to the first documentation of transmission of B. pseudomallei from a freshwater aquarium to a human. Many freshwater ornamental fish are imported from Southeast Asia, so this newly recognized transmission route may have significant implications for the freshwater aquatics trade. Further investigations are underway at the retail location that sold the fish and the commercial vendors that supplied the freshwater animals and plants imported from Southeast Asia. Disclosures All Authors: No reported disclosures

Customer Supercharging in Experience-Centric Channels

We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and test our thesis using data from a digital-first men’s apparel retailer and a pioneer of the so-called zero inventory store (ZIS) format—a small-footprint, experience-centric retail location that carries no inventory for immediate fulfillment, but fulfils orders via e-commerce. Using a risk-set matching approach, we calibrate our estimates on customers who are “treated,” that is, have a ZIS experience, and matched with identical customers who shop online only. We find that after the ZIS experience, customers spend more, shop at a higher velocity, and are less likely to return items. The positive impact on returns is doubly virtuous as it is more pronounced for more tactile, higher-priced items, thus mitigating a key pain point of online retail. Furthermore, the ZIS shopping experience aids product discovery and brand attachment, causing sales to become more diffuse over a larger number of categories. Finally, we demonstrate that our results are robust to self-selection and potentially confounding effects of unobservable factors on the matched pairs of customers. Implications for retailing practice, including for legacy, offline-first retailers, are discussed. This paper was accepted by Victor Martínez-de-Albéniz, operations management.