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The Co-Creation Of A Retail Innovation: Shoppers And The Early Supermarket In Britain

A. Alexander, Andrew Dawn Adrian R. Gareth Nell, Andrew R. Bailey, A. Shaw
Published 2009 · Economics

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In this paper we examine shoppers’ reactions to the development of early supermarket retailing in post-war Britain. Positioning our discussion in relation to multi-disciplinary contributions on the role of consumers in innovation, we argue that more attention needs to be given to the shopper’s input in the debate on retail innovation, including the supermarket. New oral history data drawn from a nationwide survey is presented in support of our arguments. Shoppers’ contributions to the supermarket innovation are shown to be multi-faceted in nature, incorporating processes of co-production and value creation; processes that were altered in the transition from counter-service to self-service retail environments. Shoppers’ discussions of such alterations were frequently structured around four aspects of interaction; with the physical environment of the store, with the goods for sale, with other shoppers and with shop staff. Whilst increasingly part of ‘ordinary consumption’ routines, the data highlights that in the switch to the supermarket, shopping became a more reflective activity and one that resulted in a variety of experiences and emotions.
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10.1080/09593969.2012.690775
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Consumer Behaviour and the Life Course: Shopper Reactions to Self-Service Grocery Shops and Supermarkets in England c. 1947–75
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Working to consume: consumers as the missing link in the division of labour
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10.1111/j.1468-0289.2011.00633.x
List of Publications on the Economic and Social History of Great Britain and Ireland Published in 2010
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Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices
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Innovation drivers in retail industry
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10.1109/TEMSCON.2018.8488385
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The Finnish Organic Food Chain : Modelling towards 2020 goals with change and innovation
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Retail trade and payment innovations in the digital era: a cross-industry and multi-country approach
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Past, present and future directions in the study of the history of retailing
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Multi-Channel perspective of value in the service dominant logic of Marketing
F. Brambilla (2013)
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Reaching goals for organic food in Finland: which changes should occur in the food chain?
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The Role of Market Devices for Price and Loyalty Strategies in 20th Century U.S. Grocery Stores
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Consumption and Material Culture in the Twentieth Century
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