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The interest of an innovative methology based on customized video scenario to study the mobile in store experience and the programatic advertising

Author

Listed:
  • Maggie Scordel

    (Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar)

  • Florence Jacob

    (Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université, LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université)

Abstract

This study focuses on the in-store experience in a smart retailing context, which is characterized by technological innovations. The in-store promotional and nutritional notifications are studied there, as well as their perception during a display and ultimately their effect on purchase intention, and on the feelings of brands intrusion via these notifications. In the field of Mobile In-Store Experience, more experiential data collection methods are called in the literature to deeply understand consumer behaviors. We choose a qualitative design with in-depth semidirective interviews including projective technics thanks to innovative dynamic and adaptative video. Our personalized video material simulates an immersive in-store shopping sequence. This methodology can reproduce conditions very close to reality to catch customer behavior. It seems to offer a new way to study the experience with a simple and inexpensive material. Moreover, our results highlight the importance of the choice process for customer, the relevance of message, and the perceived brand technology congruence.

Suggested Citation

  • Maggie Scordel & Florence Jacob, 2023. "The interest of an innovative methology based on customized video scenario to study the mobile in store experience and the programatic advertising," Post-Print hal-04437009, HAL.
    • Handle: RePEc:hal:journl:hal-04437009
    Note: View the original document on HAL open archive server: https://hal.science/hal-04437009
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    References listed on IDEAS

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    1. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2019. "The impact of virtual, augmented and mixed reality technologies on the customer experience," Journal of Business Research, Elsevier, vol. 100(C), pages 547-560.
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