Co-creating Value with Customers in the Retailing

Today, the physical ‘bricks-and-mortar’ retailing industry across the world is facing several challenges, a situation referred to by some analysts as the ‘retail apocalypse’ (Thompson, 2017). The most prominent threat emanates from the online retailers; specifically from major e-commerce players such as Amazon and, who are growing at an unprecedently fast pace. In their quest to achieve customer acquisition and retail dominance, these online retailers are disrupting the traditional business models and driving transformative changes in the retail industry. The most notable example of these retail disruptors is Amazon. Faced with a decreased likelihood of survival due to the continuous innovation of conglomerate e-commerce platforms, bricks-and-mortar retailers are urged to profoundly change their way of doing business.

Founded in 2007 at Massy, in the Parisian region of France, Zôdio is a retailer specialising in home accessories and furnishings, decoration, creativity, and hobby. Since its relatively recent entrance, Zôdio has already acquired a large share of the market with its differentiation strategy. The company belongs to the Adeo Groupe, which includes other retail brands such as Leroy-Merlin, Weldom, Bricocenter, Aki and Bricoman, Kbane,, and Dom Pro. The group is the third in volume, worldwide, in selling goods for DIY (Do it yourself) and decoration and had a turnover of EUR 23.1 billion in 2018 (Adeo Groupe, 2019). According to recent figures, the Adeo Groupe is the leading player in the European DIY market, serving 452 million customers through its 800 points of sale (Adeo Groupe, 2019).

Don't use plagiarized sources. Get Your Custom Essay on
Co-creating Value with Customers in the Retailing
Just from $9/Page
Order Essay

In 2018, the Zôdio network included 22 subsidiaries in France and two stores in Italy and employed more than 1,184 people, with the aim to expand and tailor its concept stores to the Spanish market in the near future (Adeo Groupe, 2019). Zôdio is continuing to expand its distribution channels and has now extended the format to Brazil, which saw the opening of its first Zôdio outlet in São Paulo in December 2018. The stores, located in France, Italy, and now Brazil, make up a gross leasable area ranging from 3,000 to 5,000 m² per store, offering products for home equipment, accessories, and decoration.

The stores are organised around eight main creative themes: ‘I cook’, ‘I entertain’, ‘I decorate’, ‘I create’, ‘I organise’, ‘I clean’, ‘I feel good’, and ‘I pamper my children’. The group’s concept focuses on providing a complete range of on-trend home accessories under one roof, and the concept includes helping customers to create their individual interior design. The company constantly renews product offerings to help people accent and style their home to suit their unique personality and lifestyle, currently offering more than 30,000 products to fit out, accessorise, and decorate the home (Adeo Groupe, 2019) – estimated to be twice the offering of its competitor, IKEA. In addition to selling quality products for home decoration, Zôdio aims to create a unique experience for its customers.


Consumer co-creation refers to ‘a collaborative new product development (NPD) activity in which consumers actively contribute and select various elements of a new product offering’ (O’Hern & Rindfleisch, 2009, p. 4). The concept of co-creation entails high-quality interactions that enable an individual customer to co-create personalized and unique experiences with the company (Prahalad & Ramaswamy, 2004). There are two major dimensions of the value co-creation concept: co-production and value-in-use (Ranjan & Read, 2016). Co-production involves customers in the product and/or service design process, performing either a facilitator or an active role through the sharing of knowledge or information with the firm (Vargo & Lusch, 2008). Value-in-use extends beyond the co-production stage to the consumption stage: customers, as consumers, assess and determine the value of goods and services (Vargo & Lusch, 2008). In order to compete in a well-established and competitive market, Zôdio has managed to engage customers in both dimensions of value co-creation, following a broader strategy of differentiation. Zôdio’s differentiation strategy is defined as a generic strategy that involves the creation of a significantly differentiated offering, for which the company charges a premium (Porter, 1980). Zôdio aims to create a unique and memorable customer experience and views its customers as collaborators in the creation of value and assessors of the value produced, using both online (i.e., social media platforms) and offline channels (i.e., in-store).

The value co-creation strategy that Zôdio has implemented throughout its business operations intersects with various stakeholders (e.g., customers, employees, suppliers, local craftsmen, freelancers, etc.). The company’s efforts to co-create value with customers focuses on developing different ways to create multiple interactions with them and design unique experiences to engage customers throughout the process, so creating the feeling of there being a Zôdio community. Engagement with an online brand community is known to influence customer brand loyalty and equity (Kim & Lee, 2017). Zôdio’s marketing director, in an interview, emphasised that the company’s main goal consists of accompanying customers in all moments of their life, so to become a reference point for customers’ daily routines (BFM, 2018).

Get Professional Assignment Help Cheaply

Buy Custom Essay

Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?

Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.

Why Choose Our Academic Writing Service?

  • Plagiarism free papers
  • Timely delivery
  • Any deadline
  • Skilled, Experienced Native English Writers
  • Subject-relevant academic writer
  • Adherence to paper instructions
  • Ability to tackle bulk assignments
  • Reasonable prices
  • 24/7 Customer Support
  • Get superb grades consistently

Online Academic Help With Different Subjects


Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.


Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.

Computer science

Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!


While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.


Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.


In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.


Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.


We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!


We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.


Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.

What discipline/subjects do you deal in?

We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.

Are your writers competent enough to handle my paper?

Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.

What if I don’t like the paper?

There is a very low likelihood that you won’t like the paper.

Reasons being:

  • When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
  • We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.

In the event that you don’t like your paper:

  • The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
  • We will have a different writer write the paper from scratch.
  • Last resort, if the above does not work, we will refund your money.

Will the professor find out I didn’t write the paper myself?

Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.

What if the paper is plagiarized?

We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.

When will I get my paper?

You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.

Will anyone find out that I used your services?

We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.

How our Assignment  Help Service Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.

smile and order essaysmile and order essay PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!

order custom essay paper