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Competition in Consumer Shopping Experience

Author

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  • Ganesh Iyer

    (Haas School of Business, University of California at Berkeley, Berkeley, California 94720)

  • Dmitri Kuksov

    (Naveen Jindal School of Management, University of Texas at Dallas, Richardson, Texas 75080)

Abstract

This paper analyzes the competitive role of retail shopping experience in markets with consumer search costs. We examine how a retailer's advantage in providing consumer shopping experience affects its equilibrium pricing and price advertising strategies. We find that if the consumer valuation of a shopping experience is sufficiently low, its effect on retailer strategy is similar to that of quality, and the retailer with the advantage in shopping experience then deploys higher levels of price advertising. On the other hand, when the shopping experience is valuable enough for consumers, it acts akin to price advertising in that it makes it optimal for the retailer with the advantage in shopping experience to eschew price advertising. The optimal competitive investments in consumer shopping experience can be higher than that of a monopoly. The profit impact of shopping experience for a retailer depends on the level of shopping experience: for low levels, the profit impact depends on the difference in the levels between the retailers, but for high enough levels, it depends only on whether the retailer's shopping experience level is higher than that of its competitor. In this case, even small differences in shopping experience levels can result in large differences in equilibrium profits.

Suggested Citation

  • Ganesh Iyer & Dmitri Kuksov, 2012. "Competition in Consumer Shopping Experience," Marketing Science, INFORMS, vol. 31(6), pages 913-933, November.
    • Handle: RePEc:inm:ormksc:v:31:y:2012:i:6:p:913-933
    DOI: 10.1287/mksc.1120.0734
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    7. Tong Wang & Cheng He & Fujie Jin & Yu Jeffrey Hu, 2022. "Evaluating the Effectiveness of Marketing Campaigns for Malls Using a Novel Interpretable Machine Learning Model," Information Systems Research, INFORMS, vol. 33(2), pages 659-677, June.
    8. Junbin Wang, 2022. "In‐store service decisions under consumer disappointment aversion," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 681-695, April.
    9. Zhong, Yuyun & Shen, Wenjing & Ceryan, Oben, 2023. "Information provision under showrooming and webrooming," Omega, Elsevier, vol. 114(C).
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