Some research I worked on in 2007 as part of the Reconstructing Landscapes Project has been developed into an article co-authored with Andrew Alexander and published this month by the journal, Enterprise and Society. In ‘Co-Creation of a Retail Innovation’, we examined shoppers’ reactions to the development of early supermarket retailing in post-war Britain and drew on insights from recent research on the role of consumers in innovation to show that more attention needs to be given to the shopper’s input in the debate on retail innovation, including the supermarket.
Shoppers’ contributions to the supermarket innovation are shown to be multi-faceted in nature, incorporating processes of co-production and value creation; processes that were altered in the transition from counter-service to self-service retail environments. Shoppers’ discussions of such alterations were frequently structured around four aspects of interaction; with the physical environment of the store, with the goods for sale, with other shoppers and with shop staff. Continue reading more….