Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
권호 표지
DOI QR코드

DOI QR Code

Design the Customer-Retailer Collaboration Model Using Gamification for In-Store Management

게임화(Gamification)을 이용한 매장 관리 디자인 : 고객-매장관리자 협업모델

  • Paik, Sihyun (School of Business, Yanbian University of Science and Technology) ;
  • Wen, Zhezhu (School of Business, Yanbian University of Science and Technology)
  • 백시현 (연변과학기술대학교 상경학부) ;
  • 원즈허주 (연변과학기술대학교 상경학부)
  • Received : 2015.02.17
  • Accepted : 2015.03.27
  • Published : 2015.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

How to measure and evaluate the performance of managing a store? Although it is important for a retailer to execute good management in a store, there are few efficient measurement tools and methods for In-store management. Also few people are trying to deal with variety of goods (number of categories), depth of a catagory (number of stock-keeping units within a category), and stock level (the number of individual items of a particular SKU) in a store. To solve the problem, this paper suggests the Customer-Retailer Collaboration (CRC) model that utilizes Gamification. By embedding gaming elements, the store management activities can be viewed as more game-like processes. Customers find some problems they encountered in the store and send the related signals via mobile APP, and the relevant store personnel copes with the signals. As the return for their collaboration, they both will obtain points and badge. This paper designs the CRC model and shows the flow of the model briefly.

Keywords

References

  1. Bittner, J.V. and Shipper, J., Mativational effects and age differences of gamification in product advertising. Journal of Consumer Marketing, 2014, Vol. 31, No. 5, pp. 391-400. https://doi.org/10.1108/JCM-04-2014-0945
  2. Bunchball, Gamification for Enhanced Sales Performance, Bunchball, Inc., July 2012, pp. 1-4.
  3. Chung, C., Schmit, T.M., Dong, D. and Kaiser, H.M., Economic Evaluation of Shelf-Space Management in Grocery Stores. Agribusiness, 2007, Vol. 23, No. 4, pp. 583-597. https://doi.org/10.1002/agr.20141
  4. Dale, S., Gamification : Making work fun, or making fun of work?, Business Information Review, 2014, Vol. 31, No. 2, pp. 82-90. https://doi.org/10.1177/0266382114538350
  5. Dreze, X. Hoch, S.J., and Purk, M.E., Shelf Management and Space Elasticity. Journal of Retailing, 1994, Vol. 70, No. 4, pp. 301-326. https://doi.org/10.1016/0022-4359(94)90002-7
  6. Esbjerg, L., Buck, N., and Grunert, K.G., Making working in retailing interesting : A study of human resource management practices in Danish grocery retail chains. Journal of Retailing and Consumer Services, 2010, No. 17, pp. 97-108. https://doi.org/10.1016/j.jretconser.2009.10.004
  7. Fogg, B.J., A Behavior Model for Persuasive Design, Persuasive'09, April 26-29, Claremont, California, USA.
  8. Gartner, Gartner predicts over 70 percent of global 2000 organizations will have at least one gamified application by 2014, available at: www.gartner.com/newsroom/id/1844115, 2011.
  9. Gerard, P.C. and Gurhan, K.A., Category Management and Coordination in Retail Assortment Planning in the Presence of Basket Shopping Consumers. Management Science, 2007, Vol. 53, No. 6, pp. 934-951. https://doi.org/10.1287/mnsc.1060.0661
  10. Grewal, D., Levy, M. and Kumar, V., Customer experience management in retailing : an organizing framework. Journal of Retailing, 2009, Vol. 85, No. 1, pp. 1-14. https://doi.org/10.1016/j.jretai.2009.01.001
  11. Gruen, T.W., Corsten, D.S., and Bharadwaj, S., Retail Out-of-Stocks : A Worldwide Examination of Extent, Causes and Consumer Responses, The Grocery Manufacturers of America, 2002, pp. 18-28.
  12. Harman, K., Koohang, A., and Paliszkiewicz, J., Scholarly interest in gamification : a citation network analysis. Industrial Management and Data Systems, 2014, Vol. 114, No. 9, pp. 1438-1452. https://doi.org/10.1108/IMDS-07-2014-0208
  13. Herger, M., Gamification in Sales and Support. EGC Media, 2014.
  14. Insley, V. and Nunan, D., Gamification and the online retail experience. International Journal of Retail and Distribution Management, 2014, Vol. 42, No. 5, pp. 340-351. https://doi.org/10.1108/IJRDM-01-2013-0030
  15. Irion, J., Lu, J.-C, Al-Khayyal, F., and Tsao, Y-C., A piecewise linearization framework for retail shelf space management models. European Journal of Operational Research, 2012, Vol. 222, No. 1, pp. 122-136. https://doi.org/10.1016/j.ejor.2012.04.021
  16. Jung, J., Schneider, C., and Valacich, J., Enhancing the motivational affordance of information systems : The effects of real-time performance feedback and goal setting in group collaboration environments. Management Science, 2010, Vol. 56, No. 4, pp. 724-742. https://doi.org/10.1287/mnsc.1090.1129
  17. Keh, H.T. and Teo, C.H., Retail customers as partial employees in service provision : a conceptual framework. International Journal of Retail and Distribution Management, 2001, Vol. 29, No. 8, pp. 370-378. https://doi.org/10.1108/09590550110396944
  18. Lazzaro, N., Why We Play Games : Four Keys to More Emotion Without Story, available at://xeodesign.com/xeodesign_whyweplaygames.pdf D6. Deploy the appropriate tools, 2004.
  19. Pramatari, K. and Miliotis, P., The impact of collaborative store ordering on shelf availability. Supply Chain Management : An International Journal, 2008, Vol. 13, No. 1, pp. 49-61. https://doi.org/10.1108/13598540810850319
  20. Paik, S., The Innovation of Distribution and Logistics at Large discount retailer, ROK : Nopun Oreum, 2010.
  21. Technavia, Global Gamification Market 2014-2018, 2014, available at: www.technavio.com/report/global-gamification-market-2014-2018.
  22. Werbach, K. and Hunter, D., For the Win How Game Thinking Can Revolutionize Your Business, The Wharton School : Wharton Digital Press, 2012.