Designing scenario-based experiments in retail SCM: methodological approaches and practical insights

Abstract

Purpose Considering the transformational impact of technological advances in modern retail on the consumer experience and the associated growth of experimental studies in consumer-centric supply chain management (SCM) research, this paper presents a practical overview of key steps in the design of scenario-based experiments (SBEs) in the context of retail SCM. Design/methodology/approach Following a conceptual approach, this paper discusses essential aspects in the designing process, including the connection to theory, vignette design considerations, experimental checks and ensuring managerial relevance. Findings This paper presents a resource for SCM researchers in their pursuit of designing rigorous, context-focused SBEs in consumer-centric retail SCM research. Major design considerations and potential pitfalls are highlighted. Practical implications A well-designed experiment, including its vignettes, manipulations and checks, offers strong potential to inform actionable guidance for managers in the feasibility, strategy design, customization and consumer segmentation of retail SCM strategies. Originality/value This paper connects the steps in the design of SBEs to consumer-centric retail SCM questions, supporting future research in this realm.