Self-service co-creation experiment in an anthropomorphized multi-channel retail environment and its effect on the price premium paid for the purchase of an experience product.

In store kiosks with an anthropomorphized shopping mannequin could be used to help consumers to co-create value as they help the customer to self-serve its own value creation. This strategy could result in superior levels of product personalization, sales, satisfaction, loyalty and store image. In this study four experiments are performed in which a control group shops in the regular store conditions while the other groups are encouraged to shop using a computer terminals (kiosk) in which an anthropomorphic mannequin (aM) is used to enhance the shopping experience. Eye tracking technology is used to capture the amount of attention generated by the aM during the shopping task. The purpose of this study is to capture the effect on attention that aMs used in in-store kiosks have to create a superior multichannel and co-creation experience. It is expected that an experience with both co-creation and anthropomorphized mannequins result in the highest level of satisfaction and sales, however, more information is needed to understand consumers’ willingness to pay a price premium for this kind of benefit.