In-store Technology Research Articles

Consumer acceptance of self-service technologies in fashion retail stores

PurposeThe purpose of this study was to update the fashion retail literature with an investigation of consumers' perceptions of in-store self-service technology (SST) and their willingness to adopt SST for fashion purchases. Specifically, this study examined the relationships between technology readiness (TR), individual characteristics and the perceived pragmatic and hedonic qualities of SST.Design/methodology/approachA web-based survey was distributed to Korean consumers who had experience with in-store technologies. A two-step analysis including confirmatory factor analysis and structural equation modeling was applied.FindingsBoth pragmatic and hedonic perceptions had significant impacts on acceptance of SST for fashion shopping. As for the roles of TR, innovativeness and optimism inherent in TR enhanced consumer perceptions of SST, while discomfort and insecurity did not.Originality/valueThis study extends the knowledge of consumer acceptance of SSTs in fashion retail by highlighting the need to consider hedonic qualities and examining the different roles of each TR dimension for a full understanding of SST acceptance.

Blurring the Lines between Physical and Digital Spaces: Business Model Innovation in Retailing

Traditional retail practices are under stress as retailers ponder various ways of setting up a sustainable omnichannel business model. A significant challenge in their endeavor relates to the blurring lines between physical and digital worlds. This article analyzes three retailers’ exploratory efforts of alternative physical retail spaces. There are five key innovation areas to revamp for such a retail store: in-store technology, the role of sales associates, leveraging a mobile channel, data analytics, and collaborations. Moreover, physical retail space can serve as an aggregation hub that connects various retailer-customer interaction points across physical and digital spaces.

Retailing technology: do consumers care?

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 help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology. Originality/value This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.

Analysis of the adoption of customer facing InStore technologies in retail SMEs

Brick and mortar stores are suffering the dramatic revolution of the retail sector. Customer facing in-store technologies (CFIST) are a key component of the inevitable transformation of retail stores; yet the reasons to adopt such technologies by business owners may be little known. Based on a TOE and TAM inspired framework, this study analyses the drivers of such decision by small and medium size enterprises using a survey methodology. The results show that the attitude towards technology is the strongest predictor of the intention to adopt CFIST, highlighting the role of the top management in technology decisions. This conclusion has important implications for practitioners. This research is the first to address the adoption of CFIST by SMEs and therefore set the path for further studies about the impact and adoption of in-store technology in SMEs.

Increasing sustainable consumption: message framing and in-store technology

PurposeThis study investigates the potential of two different digital in-store technologies and advertisement message framings according to the construal-level theory for increasing sustainable consumption. This paper aims to provide managerial implications for the promotion of sustainable products at the point of sale as well as to theoretically contribute by integrating the literature streams of perceptual research, point-of-sale marketing and construal-level theory.Design/methodology/approachThe authors tested their hypotheses in a two-week field experiment with a 2 (product label: organic vs local) × 2 (message framing: high vs low construal level) × 2 (presentation technology: digital signage vs augmented reality) between-subjects factorial design. The study was conducted in two grocery stores of different sizes using milk as a test product. Purchase data, as well as attention data gathered by facial recognition software, were analyzed.FindingsEven though the magic mirror augmented reality application attracted significantly more attention, it did not significantly boost sales compared to the digital signage technology. In the larger store, the sales of the advertised sustainable products were significantly higher in both technology conditions than in the control condition without advertisement. If consumers pay enough attention to the promotion, results indicate that using messages with a concrete low-level construal is more useful for organic goods.Originality/valueThis study is the first investigating a combination of in-store technology and construal-level message framing for the promotion of sustainable products. It extends the retailing literature by proposing a two-step approach on how to use in-store technology effectively: (1) gaining attention and (2) matching messages to existing cognitions.

The future of in-store technology

This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a 2 × 2 typology of different innovative and futuristic technologies focusing on their level of convenience and social presence for the consumer. Next, we offer a series of propositions based on the idea that convenience and social presence can trigger vividness by enhancing consumer involvement, imagery, and elaboration, which ultimately leads to enhanced sales. Finally, the paper then focuses on four moderating areas—consumer traits, product/service dimensions, mental models and social networks—to understand how they might impact the vividness experienced via the technology.

E-Commerce in a Physical Store: Which Retailing Technologies Add Real Value?

Abstract To remain competitive in a connected world, offline retailers have responded with integrating digital in-store technologies into their physical servicescapes. Often, the introduction of multichannel connecting services like click & collect or order from or return to store are first steps. Shopper-facing advanced technologies can be key to creating a different physical shopping experience for consumers and delivering benefits to retailers such as improved traffic, conversion and baskets or streamlined operational cost. In general, consumers consider retailing technologies as useful. However, shoppers assess the fairness of the exchange about procedures, outcome and treatment and the value of the technology they receive compared to what the retailer gets. Also, satisfaction, trust and privacy concerns are relevant for customers. Retail managers need to ensure the functionality and safety of their application and take consumer concerns seriously. Also, they need to address privacy concerns and build trust, if they want proximity marketing to deliver on its promise of increasing basket size or attracting new shoppers.

Brick-and-mortar retailers: Becoming smarter with innovative technologies

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.

What kind of in-store smart retailing for an omnichannel real-life experience?

Smart retailing is currently presented by many consultants and some researchers in innovation as the solution for generating an omnichannel experience that benefits customers and retailers alike. But does the type of in-store technology promote different forms of omnichannel experience? Are retailers able to control the omnichannel experience of their customers by acting on the experiential context of their stores? Based on 107 bibliographic references in marketing, innovation, and information systems, this synthesis highlights four forms of omnichannel experience, depending on whether they are triggered by the customer or controlled by the retailer and perceived as integrated in terms either of marketing or of technologies. When the retailer tries to exert too much control over the various forms of omnichannel experience, some of them cease to be truly omnichannel and are reduced to little more than a single-channel (store or website) experience.

Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices

While retailers and other service providers are increasingly introducing self-service checkouts into stores, these technologies do not have universal appeal for consumers. The literature offers limited understanding of how self-service checkouts influence shopping practices and consumers’ experiences of the in-store environment. Using the lens of practice theory, this paper explores adoption of self-service checkouts by consumers. Semi-structured face to face interviews were used to capture consumers’ discursive accounts of their shopping practices, and to examine their interactions with self-service checkouts. Findings illustrate that unwilling customers feel a sense of social obligation to use self-service checkouts at times in order to help others. This study provides a broader appreciation of how consumers engage with self-service checkout processes, and extends understanding of how consumers manage the paradoxes that surround the introduction of in-store technologies by retailers. The managerial implications of self-service checkouts for retailers are also discussed.

Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience

Along with the rapid development of in-store technology, multichannel service is being shifted to omnichannel. By integrating different parallel channels, omnichannel service delivers customers an integrated, seamless and consistent cross-channel shopping experience. To better understand this emerging phenomenon, this study intends to explore the potential drivers of omnichannel service usage. Drawing upon Wixom & Todd framework, this study develops a research model by including object-based beliefs (i.e., channel integration quality) and behavioral beliefs (i.e., perceived fluency). In addition, behavior-based traits (i.e., internal and external usage experience) are hypothesized as moderating the effects of behavioral beliefs on usage behavior. Using an online survey of 401 omnichannel users, the findings demonstrate that channel integration quality significantly affects perceived fluency across different channels, which in turn explains 55% of the variance in omnichannel service usage. The results also show that internal usage experience weakens, whereas external usage experience enhances the effect of perceived fluency on omnichannel service usage. Limitations and implications of this study are further discussed.

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

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.

Consumer adoption of smart in-store technology: assessing the predictive value of attitude versus beliefs in the technology acceptance model

ABSTRACTAn explosion of smart technologies provides fashion retailers with innovative ways to transform the shopping experience and capitalise on strategic opportunities. Due to the fast growth of smart in-store technology (SIST) applications in retailing (e.g. tablets, smartphones, WiFi, augmented reality, apps, video, virtual catalogues, and smart tags), it is critical for academic researchers as well as retailers to understand consumer responses to these technologies. Thus, we examined the applicability of the technology acceptance model (TAM) for explaining consumer adoption of SIST. Online survey data (N = 657) were collected from US consumer panels managed by a marketing research firm in three different SIST settings (i.e. virtual mirror, socially interactive dressing room, and Radio Frequency IDentification music tag). The data indicated that the effects of the TAM beliefs on behavioural intention varied across the three SIST settings. Results also showed mixed evidence about the full mediating role of attitude in applying the TAM to SIST.

Technology usage intent among apparel retail employees

Purpose– The purpose of this paper is to identify variables important to acceptance and use of advanced technologies by apparel retail employees and to recommend management strategies for effective technology integration in retail stores.Design/methodology/approach– Current or past retail employees (N=71) were introduced to and given time to use three technologies – a 3D body scanner, product configurator, and social networking – in a laboratory setting using a within subjects design. A questionnaire measured participants’ perceptions of each technology in terms of usefulness, enjoyment, ease of use, task importance, technology self-efficacy – overall participant confidence in using new technology – and usage intent.Findings– Results showed that employee's perceived usefulness of technology was a mediating influence on usage intent for all three technology types. Enjoyment also emerged as a significant mediator for 3D body scanning technology usage intent. Employees’ high self-efficacy scores corresponded to higher ratings for usefulness of each technology, suggesting that more technologically confident employees would be more likely to use the three types of technology presented in this study as part of their work.Research limitations/implications– The controlled environment of the laboratory setting may limit the generalizability of results to actual retail store settings. Future evaluations of technology usage in actual retail store environment involving both employees and customers are recommended.Originality/value– This research explores the use of advanced in-store technologies from the perspective of apparel retail employees, applying the Technology Acceptance Model. It provides insight as to why employees accept and use innovative technologies that are relevant to their jobs and increase and enhance the points of contact between employees and customers. This knowledge of employee technology usage in the store environment could be used to improve job performance and job satisfaction – issues that often confront apparel retailers.

The impact of “e-atmospherics” on physical stores

Marketing literature abounds with discussions of the importance of environmental and atmospheric variables for determining the consumer shopping experience. Through a field a study conducted in a toy brand flagship store, this research studies the effects of using two technologies in a physical toy store (magic mirror with augmented reality, interactive game terminals) on holistic perceptions of store atmospherics, affective reactions, and perceived shopping values, which should have consequences for satisfaction and patronage intentions. These results offer an initial exploration of the effect of new technologies on shopping experiences in physical stores; they confirm that digital in-store technologies and generalized multichannel consumer behaviors reduce boundaries between classical in-store atmospherics and e-atmospherics.

Getting a purchase on AR

The success of e-commerce has caused retailers to find ways of adopting the personalised interactivity of online shopping to make the offline shopping experience more compelling. To this end augmented reality (AR) could prove the most effective technology for getting potential purchasers to engage - and spend - more. The AR trend aims to build consumer relationships, boost revenue channels, and add value to the shopper experience. The Omni-channel approach relates to how retailers can attract their target consumers across multiple traditional and non-traditional interactions. These include e-tail and e-commerce, use of social media, plus in-store technology such as virtual mirrors and touchscreen digital signage - all integrated in a physical store, and often making use of shoppers' own mobile devices, ranging from tablet PCs to smartphones.

Foot-turistic multimedia: designing interactive multimedia installations for shoe shops

The amount of money spent in a store is positively correlated with the amount of time spent inside. We argue this is an opportunity for multimedia installations that can entertain shoppers and promote interaction with the shop’s products. This was the main principle behind our design idea for two interactive installations specifically conceived for shoe shops. We present two applications of interactive multimedia to shoe shopping: an interactive semantic mirror and an interactive window logo. We also describe the results of ethnographic studies, before and after the design process. Our contribution is two-fold: (i) we develop and apply a new multimedia architecture that combines RFID in-store technology with high-end motion detection algorithms, and (ii) we describe one of the first few studies about multimedia installations for improving the shoe shopping experience, in what we call “foot-turistic” interactions.