Influencing online grocery innovation: anti-choice as a trigger for activity fragmentation and multi-tasking

Ronan De Kervenoael; Jonathan Elms; Alan Hallsworth

doi:10.1016/j.futures.2014.04.004

Influencing online grocery innovation: anti-choice as a trigger for activity fragmentation and multi-tasking

Ronan De Kervenoael, Jonathan Elms, Alan Hallsworth

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Abstract

This paper reveals how activity fragmentation and multi-tasking become tools of consumer anti-choice in the online grocery sector: facilitated by new technology practices that positively encourage anti-choice. This is demonstrated through five long-term ethnographic case studies of households in the Portsmouth area of England. All the respondents made some form of conscious effort to minimize the amount of time they spent in ‘big box’ grocery stores. They spend more time at home in planning, searching, socializing online, cumulating and fulfilling internet orders than if they had visited a store: something that all could easily do. The findings suggest the need for constant innovation by internet grocers if they are to remain in tune with dynamic consumer lifestyles and advances in technology. Examples of upcoming technologies requiring retailers to re-think their internet strategies are discussed in view of the possibilities offered by activity fragmentation and multi-tasking.

Original language	English
Pages (from-to)	155-163
Journal	Futures
Volume	62
Issue number	Part B
Early online date	26 Apr 2014
DOIs	https://doi.org/10.1016/j.futures.2014.04.004
Publication status	Published - 1 Oct 2014

Keywords

Online grocery shopping
Activity fragmentation
Multitasking
Anti-choice

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10.1016/j.futures.2014.04.004

HALLSWORTH_2016_cright_F_Influencing online grocery innovationAccepted author manuscript (Post-print), 429 KBLicence: CC BY-NC-ND

http://linkinghub.elsevier.com/retrieve/pii/S0016328714000664

Cite this

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title = "Influencing online grocery innovation: anti-choice as a trigger for activity fragmentation and multi-tasking",

abstract = "This paper reveals how activity fragmentation and multi-tasking become tools of consumer anti-choice in the online grocery sector: facilitated by new technology practices that positively encourage anti-choice. This is demonstrated through five long-term ethnographic case studies of households in the Portsmouth area of England. All the respondents made some form of conscious effort to minimize the amount of time they spent in {\textquoteleft}big box{\textquoteright} grocery stores. They spend more time at home in planning, searching, socializing online, cumulating and fulfilling internet orders than if they had visited a store: something that all could easily do. The findings suggest the need for constant innovation by internet grocers if they are to remain in tune with dynamic consumer lifestyles and advances in technology. Examples of upcoming technologies requiring retailers to re-think their internet strategies are discussed in view of the possibilities offered by activity fragmentation and multi-tasking.",

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N1 - EMBARGO 24 MTHS NOTICE: this is the author’s version of a work that was accepted for publication in Futures. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Futures, 62(B October 2014), (2014), DOI: 10.1016/j.futures.2014.04.004

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AB - This paper reveals how activity fragmentation and multi-tasking become tools of consumer anti-choice in the online grocery sector: facilitated by new technology practices that positively encourage anti-choice. This is demonstrated through five long-term ethnographic case studies of households in the Portsmouth area of England. All the respondents made some form of conscious effort to minimize the amount of time they spent in ‘big box’ grocery stores. They spend more time at home in planning, searching, socializing online, cumulating and fulfilling internet orders than if they had visited a store: something that all could easily do. The findings suggest the need for constant innovation by internet grocers if they are to remain in tune with dynamic consumer lifestyles and advances in technology. Examples of upcoming technologies requiring retailers to re-think their internet strategies are discussed in view of the possibilities offered by activity fragmentation and multi-tasking.

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ER -

Influencing online grocery innovation: anti-choice as a trigger for activity fragmentation and multi-tasking

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Keywords

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