Browsing by Author "Wilk, Gregor"
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- SCO technology in grocery retailing : a structured analysis of current SCO systems from a customer and retailer perspectivePublication . Wilk, Gregor; Pinho, André de AlmeidaThis disertation presents an analysis of the customer and retailer value of SCO technologies in grocery retailing. The increasing competition, such as discounters or online channels, has led to a decrease in growth and profitability for traditional retailers. In order to counteract these increasing problems, retailers have been experimenting with SCO systems to save operating costs and to enhance customer satisfaction. However, research does not indicate that the deployment of various SCO instantly leads to such benefits and emphazises additional risks both for the retailers and customers. Thus, it is necessary to further analyse the impact of SCO devices on the retailer as well as the technology characteristics that drive consumer adoption. In order to destinguish the overall value for each SCO technology, a mixed-methods design is applied where qualitative data is quantized based on a Simple Multi-Attribute Rating Technique. Consequently, the first part of the analysis defines the individual weight and the score of each SCO variable that represents a key driver towards customer adoption. In the second part, the retailer value gets evaluated and added to the following calculation in order to define the definite SCO value. The “Scan Gun” offers the optimal mix of customer and retailer value and slightly outscores the Mobile Scan and Go technology via smartphone by achieving a total value of 15.11 out of 20 points.