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Communication Dans Un Congrès Année : 2023

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

Résumé

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.
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Dates et versions

hal-04437009 , version 1 (04-02-2024)

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Paternité - Pas de modifications

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  • HAL Id : hal-04437009 , version 1

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Maggie Scordel, Florence Jacob. The interest of an innovative methology based on customized video scenario to study the mobile in store experience and the programatic advertising. EURAM 2023, EURAM, Jun 2023, Dublin (IR), Ireland. ⟨hal-04437009⟩
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