The University of Southampton
University of Southampton Institutional Repository

3D retail store typology

3D retail store typology
3D retail store typology
The purpose of the present working paper is twofold. First, this paper studies the methodological issues of retail typologies in terms of store layout, both in conventional and online stores. Second, it proposes a robust methodology that should be followed in order to provide a typology of 3D retail stores in Virtual Worlds (VWs). VWs are 3-dimensional environments where users interact simultaneously through avatars, their in-world representatives (e.g. salesmen). They initially adopted a gaming orientation but soon retailing activity became a real phenomenon. Some of VWs retain an in-world currency and users can buy or sell virtual or real goods. “Second Life” is considered a leader, and user-to-user transactions for the first quarter of 2009 reached 120 million US dollars (Second Life blog, 2011).

In the extant literature, there are several studies attempting to classify retail store layouts in traditional and online environments. There is evidence that store layout is an important influencing factor affecting consumer behavior (Levy and Weitz, 2004; Bitner, 1992). Specifically, Levy and Weitz (2004) describe the three established layout types in conventional retailing: free form, grid, and racetrack. However, an endeavor to locate the methodology (literature review), through which these layout types have been defined, proved fruitless. An online communication with several academics who all have extensive research work on this topic, confirmed the lack of such a methodology. Probably, the three layout types stem from business practice. However, with new environments emerging in the online context, such as VWs, bringing new features and capabilities in the retail process, we argue that a systematic and robust methodology to classify 3D retail stores is needed.

To this end we propose a four step methodology. The first step is comprised of three processes that can run in parallel. Specifically, based on a literature review of store layout in traditional and online retailing (i.e. 2D), the relevant characteristics that also appear in VW environments should be gathered. Also, the examination of current business practice will help in order to find the characteristics of retail stores (in terms of layout) that do not exist in the other two retailing channels. Lastly, the Delphi technique which relies on a panel of experts can be adopted, in order to find whether there are characteristics that do not appear in academic research works and the researchers did not notice while reviewing current business practice. The outcome of the first step will be an extended list of store layout characteristics in the context of VWs 3D retailing. The second step of the methodology will be to select an adequate number of retail stores in VWs, in order to evaluate these characteristics, based on objective criteria. A scale should be developed for each one of these characteristics. The third step of the methodology will be to adopt marketing research tools such as Cluster Analysis and Multiple Discriminant Analysis (MDA) in order to examine if there are different clusters and whether there are significant differences among them (i.e. predictor variables derived through MDA). The fourth step will be to ask consumers’ opinion in order to validate that consumers perceive in the same way the various types of store layout as they derived through the statistical research analysis. Finally, a labeling along with a detailed profiling of each cluster will follow.

VWs have become an emerging alternative retail channel in recent years. They can adopt all the capabilities that are available in 2-dimensional online environments and also, they can simulate processes and features of traditional retail stores (e.g. social interaction through avatars). The influence of store layout in 3-dimensional environments on consumer behavior, apart from the theoretical contribution, will help managers build their 3-dimensional retail stores in a way that will meet their customers’ needs.
Krasonikolakis, Ioannis
d7c4233b-a674-4770-b46e-73d12135853d
Vrechopoulos, A.
958c108b-b35d-4de7-86b9-502d8d5f75ce
Pouloudi, N.
606a284a-b1eb-4ab9-af97-9014bc2640b3
Krasonikolakis, Ioannis
d7c4233b-a674-4770-b46e-73d12135853d
Vrechopoulos, A.
958c108b-b35d-4de7-86b9-502d8d5f75ce
Pouloudi, N.
606a284a-b1eb-4ab9-af97-9014bc2640b3

Krasonikolakis, Ioannis, Vrechopoulos, A. and Pouloudi, N. (2011) 3D retail store typology. 16th International Conference on Corporate and Marketing Communications, Athens, Greece. 27 - 29 Apr 2011.

Record type: Conference or Workshop Item (Paper)

Abstract

The purpose of the present working paper is twofold. First, this paper studies the methodological issues of retail typologies in terms of store layout, both in conventional and online stores. Second, it proposes a robust methodology that should be followed in order to provide a typology of 3D retail stores in Virtual Worlds (VWs). VWs are 3-dimensional environments where users interact simultaneously through avatars, their in-world representatives (e.g. salesmen). They initially adopted a gaming orientation but soon retailing activity became a real phenomenon. Some of VWs retain an in-world currency and users can buy or sell virtual or real goods. “Second Life” is considered a leader, and user-to-user transactions for the first quarter of 2009 reached 120 million US dollars (Second Life blog, 2011).

In the extant literature, there are several studies attempting to classify retail store layouts in traditional and online environments. There is evidence that store layout is an important influencing factor affecting consumer behavior (Levy and Weitz, 2004; Bitner, 1992). Specifically, Levy and Weitz (2004) describe the three established layout types in conventional retailing: free form, grid, and racetrack. However, an endeavor to locate the methodology (literature review), through which these layout types have been defined, proved fruitless. An online communication with several academics who all have extensive research work on this topic, confirmed the lack of such a methodology. Probably, the three layout types stem from business practice. However, with new environments emerging in the online context, such as VWs, bringing new features and capabilities in the retail process, we argue that a systematic and robust methodology to classify 3D retail stores is needed.

To this end we propose a four step methodology. The first step is comprised of three processes that can run in parallel. Specifically, based on a literature review of store layout in traditional and online retailing (i.e. 2D), the relevant characteristics that also appear in VW environments should be gathered. Also, the examination of current business practice will help in order to find the characteristics of retail stores (in terms of layout) that do not exist in the other two retailing channels. Lastly, the Delphi technique which relies on a panel of experts can be adopted, in order to find whether there are characteristics that do not appear in academic research works and the researchers did not notice while reviewing current business practice. The outcome of the first step will be an extended list of store layout characteristics in the context of VWs 3D retailing. The second step of the methodology will be to select an adequate number of retail stores in VWs, in order to evaluate these characteristics, based on objective criteria. A scale should be developed for each one of these characteristics. The third step of the methodology will be to adopt marketing research tools such as Cluster Analysis and Multiple Discriminant Analysis (MDA) in order to examine if there are different clusters and whether there are significant differences among them (i.e. predictor variables derived through MDA). The fourth step will be to ask consumers’ opinion in order to validate that consumers perceive in the same way the various types of store layout as they derived through the statistical research analysis. Finally, a labeling along with a detailed profiling of each cluster will follow.

VWs have become an emerging alternative retail channel in recent years. They can adopt all the capabilities that are available in 2-dimensional online environments and also, they can simulate processes and features of traditional retail stores (e.g. social interaction through avatars). The influence of store layout in 3-dimensional environments on consumer behavior, apart from the theoretical contribution, will help managers build their 3-dimensional retail stores in a way that will meet their customers’ needs.

This record has no associated files available for download.

More information

Published date: April 2011
Venue - Dates: 16th International Conference on Corporate and Marketing Communications, Athens, Greece, 2011-04-27 - 2011-04-29
Organisations: Centre for Relational Leadership & Change

Identifiers

Local EPrints ID: 358490
URI: http://eprints.soton.ac.uk/id/eprint/358490
PURE UUID: 5b6b4932-31ac-4318-b034-6a33f76439f6

Catalogue record

Date deposited: 16 Oct 2013 13:35
Last modified: 22 Jul 2022 18:47

Export record

Contributors

Author: Ioannis Krasonikolakis
Author: A. Vrechopoulos
Author: N. Pouloudi

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×