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EMAC 2024 Annual


Farewell, old Friend: A Field Analysis of Customer Reactions to the Elimination of Paper Brochures in German Grocery Retailing
(A2024-119804)

Published: May 28, 2024

AUTHORS

Eric Schell, University of Siegen; Tobias Roeding, University of Siegen; Julian Schmitz, University of Siegen; Hanna Schramm-Klein, University of Siegen; Gerhard Wagner, University of Siegen; Frank Hälsig, htw saar

ABSTRACT

In the realm of grocery shopping, the cherished tradition of leisurely perusing paper brochures during weekend outings is deeply ingrained. Recent shifts in multichannel strategies by retails like REWE, Aldi and Lidl are phasing out this practice, necessitating a significant consumer reorientation. This transition, driven by environmental sustainability and cost efficiency, presents challenges and opportunities for companies and consumers. Drawing on habit theory, our research explores the forced reorientation of customers due to the channel. Conducting two field surveys (N=905), one market having undergone elimination and the other approaching it, we focus on adaptation and reorientation. Our goal is to understand how customers form habits with alternative channels and how these adaptation processes manifest in consumer behaviour. Examining two markets undergoing channel elimination provides insights into customer responses, aiding in the development of effective marketing strategies.