Customers’ adoption of a “drive”: An inter-actionist approach through the organizational socialization and the role of staff in customer contact

Résumé 0

While the role of sales staff has been significantly reduced in the most recent point-of-sale format innovations, this article analyzes their role in assisting clients in learning about and adopting a “drive.” The qualitative study carried out shows that this process is aided by the interaction between the employee and the customer. This interaction allows customers to develop their organizational socialization toward the drive and thereby strengthen their relationship with the point of sale, even in this minimal interaction context. In other words, the human factor remains fundamental when introducing a retail innovation, even when it incorporates an important digital aspect. Indeed, the analysis of the interviews conducted with seventy-four customers and non-customers shows that this interaction enables customers to develop their organizational socialization which in turn contributes to the adoption of the new retailing format. These results (1) facilitate identification of the actions to be taken to promote the learning and adoption of this sales format, and (2) more generally highlight the role of contact staff in terms of the value creation strategy. In addition, they provide managers with food for thought, encouraging them to support customers through concrete actions in this introductory phase.