东南大学经济管理学院学术前沿讲座
报告题目 | The Retail Impact of Electronic Shelf Labels (ESL) |
报告人（单位） | Sourav Ray (DeGroote School of Business, McMaster University) |
点评人（单位） | 黄超（东南大学） |
时间地点 | 时间：2016年6月20日（周一）下午2点 地点：东南大学九龙湖经管楼B-201 |
报告内容摘要 | |
Abstract: Electronic price display technologies like Electronic Shelf Labels (ESLs) offer unprecedented capabilities to the retailer to manage prices and price changes. Nevertheless, their adoption and use in large supermarket retail has been neither widespread nor uniform. The rather hefty capital outlay is often a reason for this hesitance. That said, casual accounts suggest these technologies may anchor significant benefits for the retailer. On one hand, they could enhance retailer’s efficiency by reducing both the lead time to price changes as well as the variable price adjustment costs (PAC). The potential of these translating into better consumer prices and offers have spurred several jurisdictions to exempt retailers from more stringent pricing regulations if they adopt ESL. On the other hand, these technologies may help the retailer realize greater value by enhancing their pricing capabilities. These capabilities may reflect in greater effectiveness of such processes as demand discovery and communication of value to its customers. This could potentially have a positive impact on its gross margins and help buffer direct price competition pressures.
In this paper we investigate the impact of ESL on a retailer's business outcomes, as well as on consumer prices. To that end we first consider a point of sale (POS) data in a couple of supermarket chains that implemented the technology. We then elaborate on the operational impact of ESL by studying a secondary dataset to describe the magnitude of retail savings that can be attributed to the technology in the context of a specific grocery supermarket.
The results show that the impact on customers is contextual, and that there are potentially significant benefits accrued to retailers. In particular, we find that while both the efficiency and value based logics operate, the former appears to have a bigger impact in the context of our data. We extend this to some key strategy and policy issues of relevance to marketers.
Our approach comports with a growing literature in Marketing and Economics that focuses on understanding the micro processes that determine prices in the market. | |
报告人简介 | |
Sourav Ray is a tenured associate professor of Marketing in McMaster University in Canada and is the Research Director, Marketing Analytics, of MiSCAN (the Marketing and Supply Chain Analytics lab). He is also a co-founder and co-chair of the Canadian Empirical and Theoretical (ET) Symposium on Marketing Strategy. He has been a member of the prestigious SSHRC (Canada's main federal granting agency for social science research) grant adjudication committee for four years.Sourav’s research interests include industrial and business to business marketing strategy with specific interests in hi-tech, distribution and pricing. | |
