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Europeisk handelsforskning
University of Borås, Faculty of Textiles, Engineering and Business. (Swedish Institute for Innovative Retailing)ORCID iD: 0000-0003-2219-1525
2015 (Swedish)In: Retailingresearch.blogspot.comArticle in journal, Letter (Other (popular science, discussion, etc.)) Published
Sustainable development
The content falls within the scope of Sustainable Development
Abstract [sv]

Onsdag, torsdag och fredag den här veckan ägnas åt att delta på en riktig höjdpunkt om man är handelsforskare: EAERCD 2015. Det är en krånglig förkortning på ett ännu krångligare namn som en av mina brittiska kollegor brukar kalla "ear ache". Men det står för: The International Conference on Research in the Distributive Trades of the European Association for Edcuation and Research in Commercial Distribution. Pust. Och dessutom - den 18:e konferensen i ordningen. 

Första dagen deltog jag på seminarier under temat e-commerce & m-commerce och fick några insikter som jag vill dela med mig av. Det första som är tydligt är att det görs många studier om online shopping. En del forskare försöker förstå varumärkets betydelse och roll i en ökad digital handelskontext.  En annan studie som jag ska dyka lite djupare i har rubriken "The role of mobile devices within the customers’ shopping journey in the omnichannelenvironment of UK fashion high-street retailers". Den är gjord av Yanina Deeva, Eva Helberger, Marta Blázquez Cano och Anthony Kent. De har undersökt hur digitala verktyg används i de fysiska butikerna i London och gjort observationer i butiker på Bond Street, Oxford Street och Regent Street. De allra flesta butikerna i London har börjat använda streckkoder så att kunderna kan söka mer information om produkter via sin mobil. Av det skälet fick studien ett stort fokus på just den typen av fenomen. Forskarna har också kompletterat studien med konsumentintervjuer och kan konstatera följande: 

  • Kunder tycker om funktioner där de själva kan se om varorna finns i lager. 
  • En gillar click-and-collect eftersom det ger individen frihet och en känsla av att man sparar tid. 
  • När det gäller modeföretag så är det centralt att de erbjuder kunden möjligheten att titta på film och att det finns massor med bilder på produkterna.
  • Andra funktioner som konsumenterna värdesatte var navigatortjänster, ”spara till senare”, önskelistor, information om bytesrätt och storleksguider. 

Studien konkluderade med följande:The main benefits of channel integration are saving time and making the shopping process more convenient and accessible, as a result of the ability to choose their preferred channel. Imorgon presenterar min kollega Johan Hagberg och jag ett konferensbidrag med titeln "Digitalization of retailing: A review and framework". Det är en text som tankemässigt föddes på vårt forskarcamp i Italien 2014 men som utvecklats rejält sedan dess. Mycket tack vare Johans och Niklas (Egels-Zandéns) intresse för teoretiska resonemang. Vårt vetenskapliga bidrag kan sammanfattas i följande:  In conclusion, there are three particular consequences of this transformation for retailing practice and research. First, the digitalization of retailing is an ongoing transformation that creates certain challenges, as there are differences in what digitalization means over time as well as differences between different places, different sectors, different parts of companies, etc. There is often a call for proper and solid definitions that can be used over time and shared by everyone, especially in times of great transition and high uncertainty. The working definition of digitalization used in this paper, i.e. ‘Integration of digital technologies into everyday life by the digitization of everything that can be digitized,’ deserves further refinement and development. However, there is a danger in being too rigid and detailed in the ambition to define and decide what digitalization is and what it entails once and for all, as it is in emergence and continuous transition. For research purposes, this can create particular challenges when it comes to consistency and comparability that are usually desirable for academic investigation of phenomena. Second (and related to the first), the clear-cut division between different categories becomes increasingly problematic, as the transformations to a great extent consist of the blurring of boundaries. As Denegri-Knott and Molesworth convincingly show, there are ‘conceptual pitfalls of reproducing a duality between what is physical or material consumption and what is digital virtual’ (2012:6). The same conceptual pitfall should be avoided in the analysis of retailing’s digitalization: the dualistic separation between online/offline, digital/analogue, material/virtual should be resisted in favour of more hybrid notions that combine and integrate these aspects in various ways. Third and finally, retailing’s digitalization may lead to a transformation of the very definition of retailing (cf. Peterson and Balasubramanian 2002). As digitalization has consequences for the exchange, settings, actors, and offerings, it will transform much of what constitutes retailing independent of which definition of retailing one employs. Just as much as digitalization is not something achieved and already made but rather something continuous and ongoing, so is retailing. The possibility to define retailing once and for all and at the same time believe that this definition should remain static despite how retailing evolves in practice is an illusion. Retailing is continuously in transformation, and among the current transformations, digitalization constitutes one of the most important and will probably have broad and significant effects on the field as a whole. The current digitalization of retailing and the changes it entails will probably also have consequences for the role retailing will play in our future society. (p. 11)

Place, publisher, year, edition, pages
2015.
National Category
Business Administration
Research subject
Bussiness and IT
Identifiers
URN: urn:nbn:se:hb:diva-3836OAI: oai:DiVA.org:hb-3836DiVA: diva2:877910
Funder
Swedish Retail and Wholesale Development Council
Available from: 2015-12-08 Created: 2015-12-08 Last updated: 2015-12-08

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