Customer behaviour and experience through a new concept of grocery shopping

Abstract

Technologies are continuously impacting the daily life of each business. Pingo Doce & Go Nova represents an innovative concept of grocery shopping, which,througha combination of technologies, is willing to deliverone ofthe most advanced shopping experiencespossible. The main objective of this paper is to examine how this service affectscustomer behaviour in terms of impulse buying andto demonstratehow consumersreactto problemsoriginated by disruptions in the technological systemof the supermarket.The results of an online experiment provide an insight that this technology iswidelyaccepted by the consumers, and that they find itbotheasier to use and more time efficient comparedto existingtechnologies already adopted by regularsupermarkets.The study indicatesthat the technologyaffectsthe different wayscustomers feelwhile grocery shopping at the two different retail environments analysed,even though they would reactsimilarly while facing a problem in the store,and how their buying impulse is further impacted in tech-driven supermarkets.