دانلود رایگان مقاله انگلیسی سود های سالم: چارچوب خرده فروشی بین رشته ای افزایش دهنده فروش محصولات غذایی سالم - الزویر 2017

Abstract

Disruptive layouts, smart carts, suggestive signage, GPS alerts, and touch-screen preordering all foreshadow an evolution in how healthy foods will be sold in grocery stores. Although seemingly unrelated, they will all influence sales by altering either how convenient, attractive, or normal (CAN) it is to purchase a healthy target food. A Retail Intervention Matrix shows how a retailer’s actions in these three areas can be redirected to target shoppers based on whether the shoppers are Health Vigilant, Health Predisposed, or Health Disinterested. For researchers, this review offers an organizing framework that integrates marketing, nutrition, psychology, public health, and behavioral economics to identify next generation research. For managers, this framework underscores how dozens of small, low cost, in-store changes are available to each that can surprisingly increase sales of entire categories of healthy food.

Conclusion

Retailing research in the future will be different than that of the past. It will be partly judged on whether it delivers fresh, useful solutions. A common view in the past was that an academic’s role was to generate insights, and the role of managers was to determine how to use them. In the future, determining and discovering which insights have the biggest impact will be broadly rewarded. Using the Retail Intervention Matrix – including the CAN approach and the signage, structure, service mix – can help determine what is known and what needs to be discovered. Last, the Hierarchy of Health Predisposition can show where an intervention can be most effective, most immediately