Lovely Place to Buy!: Enhancing Grocery Shopping Experiences with a Human-Centric Approach

Lovely Place to Buy!: Enhancing Grocery Shopping Experiences with a Human-Centric Approach

Hiroshi Tamura (University of Tokyo, Japan), Tamami Sugasaka (Fujitsu Laboratories Ltd., Japan) and Kazuhiro Ueda (University of Tokyo, Japan)
Copyright: © 2012 |Pages: 13
DOI: 10.4018/978-1-60960-774-6.ch003
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Ubiquitous services offer huge business potential for grocery stores, however they also for increase the shopper’s experience. This chapter especially devotes the issue of exploiting the possibilities of ubiquitous services while shopping. It presents clear guidelines and implications for the development of systems aiding the consumer through their shopping activities.
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Understanding Grocery Shopping Process

Shopping process is a long-lasting research topic in retail marketing. According to Takahashi (Takahashi, 1999), about 70 percent of items at a supermarket and about 80 percent at a supercenter were bought without preexisting plans. Meanwhile, according to our survey conducted in the Tokyo metropolitan area in 2005, respondents who were housewives1 ranging in age from their 30s to 40s answered that about 62 percent of them planned their dinner at home and about 27 percent at storefronts (Tamura, Sugasaka, Naito, Sekiguchi, Horikawa, Ueda, 2006). These two seemingly conflicting facts implied a question: ”Why are grocery shoppers buying so many unplanned items even though a majority of them already had chalked up items they were determined to purchase?” We speculated that grocery shoppers tended to gradually articulate their plans along with their shopping trips which were neither necessarily limited to at-home nor in-store but extended to a consolidation of the both. One of the reasons came from another result of our survey which showed that there were almost equal influences of major factors from the both sides to their dinner-planning (Figure 1). Past works had already pointed out that there existed a same kind of phenomenon, although the mechanisms were still at all unapparent (Takahashi, 1999). We, therefore, decided to investigate in an entire shopping process from at-home to in-store, and conducted thorough ethnographic research on them.

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