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杂货零售创新如何改变顾客行为

How Grocery Retail Innovations Change Customer Behavior

MIT Sloan management review · 2025
被引 1
FT50ABS 3

中文导读

研究了杂货店三种创新(店内餐饮、第三方配送、订阅配送)对销售和顾客行为的影响,发现各有得失,对零售商决策有参考价值。

Abstract

Grocery retailers invest heavily in customer experience innovations, but do they pay off? Research on in-store food and drink services, third-party delivery partnerships, and subscription-based delivery programs reveals complex outcomes. In-store bars and cafes boost sales and foot traffic but are costly to establish and maintain. Delivery apps risk increased competition and fewer impulse purchases. And subscription programs drive higher spending but risk cannibalization and increased costs.

零售业消费者行为商业模式创新食品杂货