Abstract
Nowadays, advanced interactive in-store technologies provide brick-and-mortar retailers with a wide range of opportunities to interact with customers. Based on a comprehensive review of the academic and practitioner literature, the purpose of this paper is to advance understanding of smart, innovative technologies in brick-and-mortar retail settings, and to determine a framework for further analysis. In addition, a pilot survey was conducted to gain better understanding of self-service technology from the perspective of food retailers. Despite the perceived diminishing role, brick-and-mortar retailers have the potential to be powerful players in the future of shopping. Apart from adapting to the latest technology, the key to retailers' success is introducing customers to the emerging technology within smart retail settings while encouraging their active digital engagement. Technological advancements help retailers gather various information on consumer behaviour, as well as their expectations, needs and preferences. By developing their technological capabilities, retailers will be able to create a unique in-store experience and make shopping in brick-and-mortar stores enjoyable.
Highlights
In the present digital era, brick-and-mortar retailing is being challenged to become smarter and provide greater value to both consumers and retailers (Dacko, 2017)
Based on an extensive review of the recent literature, this paper aims to advance understanding of innovative in-store technologies in retail settings, and to determine a framework for further analysis
Technology-mediated realities mainly refer to augmented reality (AR) and virtual reality (VR)
Summary
In the present digital era, brick-and-mortar retailing is being challenged to become smarter and provide greater value to both consumers and retailers (Dacko, 2017). Continual innovation and digitalization are critical when helping retailers’ to create a sustainable competitive advantage (Inman & Nikolova, 2017) and capitalise on strategic opportunities (Kim, Lee, Mun, & Johnson, 2017) In this sense, Pantano, Priporas, & Dennis (2018) developed the idea of smart retailing, i.e. the emerging retail scenario based on the use of innovative technologies to improve retail service and to develop innovation management strategies. Customer experience represents a means of differentiation and a challenging issue for retailers (Terblanche, 2018) In this sense, the use of radio frequency identification (RFID) technology and other smart in-store technology applications provide retailers with data on customer behaviour in real-time. The first section deals with the smart shopping whereas the second section examines innovative
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