E-Commerce in a Physical Store: Which Retailing Technologies Add Real Value? (original) (raw)
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Journal of Retailing, 2017
Continual innovation and new technology are critical in helping retailers' create a sustainable competitive advantage. In particular, shopperfacing technology plays an important role in increasing revenues and decreasing costs. In this article, we briefly discuss some of the salient retail technologies over the recent past as well as technologies that are only beginning to gain traction. Additionally, we present a shopper-centric decision calculus that retailers can use when considering a new shopper-facing technology. We argue that new technologies provide value by either increasing revenue through (a) attracting new shoppers, (b) increasing share of volume from existing shoppers, or (c) extracting greater consumer surplus, or decreasing costs through offloading labor to shoppers. Importantly, our framework incorporates shoppers by considering their perceptions of the new technology and their resulting behavioral reactions. Specifically, we argue that shoppers update their perceptions of fairness, value, satisfaction, trust, commitment, and attitudinal loyalty and evaluate the potential intrusiveness of the technology on their personal privacy. These perceptions then mediate the effect of the technology on shopper behavioral reactions such as retail patronage intentions and WOM communication. We present preliminary support for our framework by examining consumers' perceptions of several new retail technologies, as well as their behavioral intentions. The findings support our thesis that shopper perceptions of the retailer are affected by new shopper-facing technologies and that these reactions mediate behavioral intentions, which in turn drives the ROI of the new technology.
Technological Forecasting and Social Change
This study focuses on innovative ways to digitally instrument the servicescape in bricks-and-mortar retailing. In the present digital era, technological developments allow for augmenting the shopping experience and capturing moments-of-truth along the shopper's path-to-purchase. This article provides an encompassing inventory of retail technologies resulting from a systematic screening of three secondary data sources, over 2008-2016: (1) the academic marketing literature, (2) retailing related scientific ICT publications, and (3) business practices (e.g., publications from retail labs and R&D departments). An affinity diagram approach allows for clustering the retail technologies from an HCI perspective. Additionally, a categorization of the technologies takes place in terms of the type of shopping value that they offer, and the stage in the path-to-purchase they prevail. This indepth analysis results in a comprehensive inventory of retail technologies that allows for verifying the suitability of these technologies for targeted in-store shopper marketing objectives (cf. the resulting online faceted-search repository at www.retail-tech.org). The findings indicate that the majority of the inventoried technologies provide cost savings, convenience and utilitarian value, whereas few offer hedonic or symbolic benefits. Moreover, at present the earlier stages of the path-to-purchase appear to be the most instrumented. The article concludes with a research agenda.
Shopper-Facing Retail Technology: An Adoption Decision Calculus
SSRN Electronic Journal, 2016
Continual innovation and new technology are critical in helping retailers' create a sustainable competitive advantage. In particular, shopper-facing technology plays an important role in increasing revenues and decreasing costs. In this article, we briefly discuss some of the salient retail technologies over the recent past as well as technologies that are only beginning to gain traction. Additionally, we present a shopper-centric decision calculus that retailers can use when considering a new shopper-facing technology. We argue that new technologies provide value by either increasing revenue through (a) attracting new shoppers, (b) increasing share of volume from existing shoppers, or (c) extracting greater consumer surplus, or decreasing costs through offloading labor to shoppers. Importantly, our framework incorporates shoppers by considering their perceptions of the new technology and their resulting behavioral reactions. Specifically, we argue that shoppers update their perceptions of fairness, value, satisfaction, trust, commitment, and attitudinal loyalty and evaluate the potential intrusiveness of the technology on their personal privacy. These perceptions then mediate the effect of the technology on shopper behavioral reactions such as retail patronage intentions and WOM communication. We present preliminary support for our framework by examining consumers' perceptions of several new retail technologies, as well as their behavioral intentions. The findings support our thesis that shopper perceptions of the retailer are affected by new shopper-facing technologies and that these reactions mediate behavioral intentions, which in turn drives the ROI of the new technology.
International Journal of Engineering Technologies and Management Research, 2024
This study explores the integration of advanced technologies, such as Artificial Intelligence (AI), Augmented Reality (AR), and Big Data Analytics, in retail to enhance personalized consumer experiences while addressing privacy concerns. This research investigates the personalization-privacy paradox, where consumers value tailored recommendations but remain wary of data collection practices. Through a comprehensive literature review, this study developed a conceptual framework for responsibly integrating these technologies in retail. The framework illustrates how AI personalizes shopping experiences, AR enhances consumer engagement, and Big Data improves operational efficiency while also considering privacy issues. The key findings reveal that balancing personalized services with transparent data practices is essential for building consumer trust. This study emphasizes the importance of transparency and ethical data handling in mitigating privacy concerns and fostering a more consumer-centric retail environment. These insights contribute to retail strategies and provide practical guidance for leveraging cutting-edge technologies without compromising privacy, thereby highlighting the need for a balanced approach that maximizes the benefits of innovation while safeguarding consumer trust.
the increased deployment of new technologies such as smart mobile devices and social networks and the growing importance of in-store technological solutions create new opportunities and challenges for retailers. As the line between online and physical channels is blurred, a new approach to channel integration is emerging-the omnichannel, which aims to deliver a seamless customer experience regardless of the channel. this introduction presents the results of focus group discussions on the role of information technology in retail, new business models, and the future role of traditional stores as e-commerce advances. Key issues that emerged from the discussion include the need for channel integration, the impact of mobile technologies, the growing role of social media, the changing role of physical brick-and-mortar stores, the need to respond to diverse customer requirements, the balance between personalization and privacy, and, finally, supply chain redesign. the four papers in this special Issue explore these themes further. Both events were part of a wider research project at the Oxford Institute of Retail Management (OXIRM), funded by Intel Corporation. The main goal of the project was to answer the question of how information technology (IT), especially in-store solutions, impacts retailers, product suppliers, and their customers. This includes the impact on the business models and the future role of retail stores in the new environment, the coordination of online and brick-and-mortar activities, and the changes caused by the mobile revolution and social networks.
Retailing technology: do consumers care?
Spanish Journal of Marketing - ESIC, 2020
Purpose Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored. Design/methodology/approach The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS. Research limitations/implications Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity. Practical implications The results should help reduce retailers’ resistance to technology adoption. In-store technology can hel...
E-commerce and the retail process: a review
Journal of Retailing and Consumer Services, 2003
Views abound on the impact of the Internet and e-commerce on traditional forms of retailing. Scenarios range from on the one hand, the almost total devastation of existing physical retailing to, on the other, limited if any impact upon ''real'' retailing.
Anticipating the impact of new technologies on retailing
Journal of Retailing and Consumer Services, 1996
This paper explores emerging technologies, such as electronic retailing and interactive shopping, and their impact on consumers, retailers and manufacturers. Potential opportunities and threats facing marketers and retailers who engage in business via the information superhighway are examined. Elements that will figure in the evolution of electronic retailing and interactive shopping such as convergence and synergy are discussed. Key concerns of ‘electronic’ consumers are also considered, including convenience, ease of use, and the opportunity to dialogue with retailers.