Consumer responses to shopper solutions in service settings

Purpose: Retailers are continuously seeking to improve upon the in-store shopping experience for their customers. The present research aims to examine consumers’ responses to one such initiative – the shopper solution – that, despite its growing marketplace prominence, remains largely unexamined in academic literature. Design/methodology/approach: Two studies employed a 2(shopper solution: present vs. absent) between-subjects design. MANOVA and regression analyses were used to test hypothesized relationships. Findings: Findings across two studies reveal that the presence (vs absence) of solutions positively influenced shoppers’ perceptions of shopping convenience, as well as their purchase intentions. These favorable effects also extended to the provider in higher word-of-mouth and loyalty intentions. Shopping convenience was identified as the mechanism underlying the impact of solutions, while “smart shopper” self-perceptions were shown to moderate these mediating effects. Practical implications: Shopper solutions represent a low-cost, in-store marketing tactic that enhances shopping convenience. They are easy to implement, result in little to no overhead costs and can benefit both shoppers and retailers. Originality/value: To the best of the authors’ knowledge, this research represents the first academic examination of the impact of shopper solutions. The authors identify key mediating and moderating influences of the effects of solutions.