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The Impact of Mobile Device Use on Shopper Behaviour in Store: An Empirical Research on Grocery Retailing

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  • Silvia Bellini
  • Simone Aiolfi

Abstract

Over the last decade, retailers and manufacturers alike are increasing their attention to the role of instore mobile technology use with the aim to understand its impact on consumers’ decision making process. The rise of the mobile channel, in fact, has produced disruptive changes in shopping habits designed to gradually reduce the effectiveness of in-store marketing levers in influencing shopping behaviour. This topic is of paramount importance in grocery sector since retailers and manufacturers devote a lot of investments in instore marketing activities with the aim to influence consumers’ decisions and stimulate impulse purchases. Nevertheless, there are few contributions about the influence of the mobile technology in a retail setting and its effects on buying behavior inside the store. Our research intends to explore the impact of in-store mobile technology use on shopper behavior instore in order to understand its effects on planned versus unplanned purchases. According to our preliminary results, consumers using mobile technology instore make less unplanned items and fail to purchase more planned items. Moreover, the use of mobile technology negatively impacts shoppers’ ability to recall in-store stimuli. Our findings are interesting for both retailers and manufacturers who are looking for new ways to better address their marketing efforts and increase consumers’ engagement instore.

Suggested Citation

  • Silvia Bellini & Simone Aiolfi, 2017. "The Impact of Mobile Device Use on Shopper Behaviour in Store: An Empirical Research on Grocery Retailing," International Business Research, Canadian Center of Science and Education, vol. 10(4), pages 58-68, April.
  • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:4:p:58-68
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    References listed on IDEAS

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    2. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
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    Cited by:

    1. Huddleston, Patricia & Coveyou, Mary Tuski & Behe, Bridget K., 2023. "Visual cues during shoppers’ journeys: An exploratory paper," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Simone Aiolfi & Edoardo Sabbadin, 2021. "Fashion and New Luxury Digital Disruption: The New Challenges of Fashion between Omnichannel and Traditional Retailing," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(8), pages 1-41, July.
    3. Isabelle Collin-Lachaud & Mbaye Fall Diallo, 2021. "Smartphone use during shopping and store loyalty: The role of social influence," Post-Print hal-03156195, HAL.
    4. Jonghwa Kim, 2020. "Analysis for Growth Potential in Response to Changes in the Online Food Market," Sustainability, MDPI, vol. 12(11), pages 1-20, May.
    5. Silvia Bellini & Simone Aiolfi & Maria Grazia Cardinali, 2023. "How to Promote Healthier Shopping Behaviour: Which Are the Most Effective Retail Marketing’ Levers in E-Commerce Grocery," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(3), pages 101-101, April.
    6. Mihaela ŞTIR, 2019. "Business-To-Consumer E-Commerce In Romania – Evolution And Trends," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 14, pages 127-134, December.
    7. Ladeira, Wagner Junior & Dalmoro, Marlon & de Oliveira Santini, Fernando & Ruffatto, Juliane & Zanoni, Roberto, 2021. "More bodily motor action, less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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