A multi-tier approach to supply chain collaboration: implications of shopper solutions
The International Journal of Logistics Management
ISSN: 0957-4093
Article publication date: 10 October 2022
Issue publication date: 1 December 2023
Abstract
Purpose
The authors explored the impact of a popular supply chain collaboration initiative – the shopper solution – on both retailers and manufacturers, as well as on the shopper.
Design/methodology/approach
The authors conducted a quasi-experimental field study, an experimental online study and an experimental behavioral lab study.
Findings
Overall, results revealed that shopper solutions increase the quantity and breadth of displayed products sold, along with sales totals. Shoppers also expressed higher willingness-to-pay (WTP) for products displayed in solutions. Shoppers positively (negatively) attributed the presence (absence) of solutions more strongly to retailers than to manufacturers due to perceived differences in manufacturers' concern for shoppers. Specifically, shoppers expressed higher (lower) word-of-mouth (WOM) and loyalty intentions toward retailers than manufacturers when solutions were (not) provided.
Originality/value
The authors provide a more holistic view of supply chain collaboration by showing how different chain members (retailers vs manufacturers) can experience disparate benefits from collaboration. The authors explain this within the context of shopper solutions by demonstrating that differences in perceived concern for shoppers underlies these effects. Thus, findings suggest that shopper marketing initiatives, such as solutions, are not always “win-win-win” outcomes for retailers, manufacturers and shoppers as intended. Overall, this is the first research to assess the implications of shopper solutions for retailers, manufacturers and shoppers, alike.
Keywords
Citation
Newman, C., Gligor, D. and Cho, Y.-N. (2023), "A multi-tier approach to supply chain collaboration: implications of shopper solutions", The International Journal of Logistics Management, Vol. 34 No. 6, pp. 1759-1780. https://doi.org/10.1108/IJLM-08-2021-0403
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited