Co-Creating Value in a Retail Market Setting

It is usually assumed that the co-creation of value requires a close relationship between producers and customers. Typically, this is easier in a business-to-business context, where the numbers of customers and suppliers are relatively low and the capabilities and needs of each partner can readily be assessed. On the other hand, it could be assumed that the co-creation of value in a business-to-consumer context is likely to be more difficult, given the larger numbers of customers and more frequent, short-term, discrete transactions. This article investigates whether it is possible to co-create valuable consumer experiences in a mass market setting by examining the customer relationship strategies of eight Norwegian seafood retailers. The results show that considerable effort from both retailers and consumers are devoted to co-create valuable consumer experiences. We also reveal a repertoire of strategies to engage customers in the co-creation process. Findings are discussed and implications highlighted.