Abstract
Objective: The article aims to highlight the positions of modern authors on the use of technology in retail. The authors examine what role technologies play for every participant of retail process and in every stage of it in order to create a new approach to the topic. Method: The study employs the method of literature review, comparative analysis and critical synthesis. Results and Discussion: The article contains the approaches of different authors to assessing the effectiveness of technology implementation in retail. The analysed approaches outline various key aspects to consider when using technologies in retail. The authors propose to divide retail process in 3 stages – each of the stages may have different technologies’ usage possibilites. The majority of authors propose to take into account personal charakteristics of customers, their feelings and needs. Research Implications: The thoroughly conducted analysis of approaches allows to combine the most advantageous sides of it to create a unique and new model of using technologies in retail.
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call