The findings of the three papers provide several insights for retailers. In a direct comparison with other-oriented value, self-oriented value is of major importance for generating app
engagement and fostering retail experience. However, other-oriented value-in-use also plays a relevant role. Accordingly, retail management should encourage app development to provide economic and hedonic features, such as an interactive store map and well-designed, small in-app games. The findings also suggest that in-app developers should maintain social features in their apps, such as a mobile community board to share and distribute shopping badges.
Papers 2 and 3 found support for the influence of apps on retail experience – notably, that self- and oriented value can heighten the physical retail experience. In this case, other-oriented value enhanced retail experience via a personalization feature for product promotions. This again emphasizes the role of social value within such digitized services.
Management should foster brands within the app that can boost self-esteem and offer users a personalization function for their preferences. These results are in line with other ongoing research about personalization in digital environments (Kalaignanam, Kushwaha, and Rajavi 2018). Furthermore, the provision of self-oriented value also attracts users with low deal proneness, as suggested in Paper 3. Hence, services without price promotions but with convenience character are recommended to attract the new target group of deal avoiders to the use of retail apps.
Papers 1 and 2 found support for a strong positive influence of self-oriented value on app engagement and indicate that the self-oriented value dimension is a necessary prerequisite for the positive effect of other-oriented value. Retail management should therefore place significant effort into developing an enjoyable and coherent game story for retail game apps and integrating timesaving features in their service apps. Nonetheless, app word-of-mouth can also be encouraged by providing social value through, e.g., game-play rankings or loyalty awards.
Moreover, the findings of Paper 3 provide evidence for the influence of retail apps on economic outcomes such as planned shopping time, future visit intention, and planned
spending budget, either directly or indirectly via retail experience. In particular, both value-in-use perspectives can greatly contribute to a retailer’s bottom line.
Overall, this dissertation offers a framework to examine the impact of apps on retail outcome.
The papers presented within are among the first to address the mechanism that links apps with a physical retail experience and offer insights into post-adoption behavior. Their findings have implications for both retail managers as well as app developers in retailing. Taken together, the results of this dissertation offer an optimistic view of the potential of mobile retail apps to revitalize stationary retailing. Further research is encouraged to increase the competitiveness of stationary retailing through the use of apps.
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