Smartphones as decision support in retail stores – The role of product category and gender

Abstract

The smartphone has become an important part in the interaction with retail customers. This study investigates the use of smartphones in retail stores and how smartphone decision support differs between product categories and gender. The results of a survey (n=146) show that high involvement product categories attract a higher smartphone use for decision support inside retail stores, and that young adult men have a significantly higher tendency than young adult women to conduct smartphone searches for product information and prices of electronics in-store. Furthermore, young adult women ask for advice regarding clothing with their smartphone significantly more often than young adult men. The findings are important for retailers who seek to improve service and sales by using in-store technologies. Managerial implications and future research suggestions are provided.