Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication
Negri, F., Fornari, E., Grandi, S., Fornari, D., In-store Distraction, in Proceedings XV SIM Conference, I percorsi identitari del Marketing, (Bari (Italy)., 18-19 October 2018), Società Italiana di Marketing (SIM), ROMA -- ITA 2018: 1-6 [http://hdl.handle.net/10807/145081]
In-store Distraction
Negri, Francesca
Primo
Writing – Original Draft Preparation
;Fornari, EdoardoSecondo
Writing – Original Draft Preparation
;Grandi, SebastianoWriting – Original Draft Preparation
;Fornari, DanieleWriting – Original Draft Preparation
2018
Abstract
Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication
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