MAPPING USER TYPES IN MULTI-CHANNEL RETAIL: INSIGHTS FROM MOBILE APP UTILIZATION

Abstract

The retail sector, particularly brick-and-mortar retail, has faced significant challenges in recent years, which have been further exacerbated by the SARS-CoV-2 pandemic. With an increasing availability of retail space, the industry has witnessed a decline in sales, largely due to the rising prominence of online retail. Consequently, sales area productivity has decreased, necessitating the exploration of alternative strategies. In response, many retailers have embraced digitization by establishing online stores and offering digital services for local shopping. Mobile apps, in particular, have gained relevance among customers, facilitated by the widespread use of smartphones. These apps serve as a vital link between physical retail and the internet.

While extensive research has examined the general acceptance of mobile apps, limited knowledge exists concerning user typologies in the context of mobile apps in multi-channel retail. Previous studies on app usage suggest the existence of different user types. In multi-channel retail, apps can be categorized based on their primary function, such as functioning as online stores or digital shopping assistants for in-store experiences. Additional distinctions include money-saver apps, shopping-convenience apps, and loyalty apps. Lifestyle and socio-demographic