Retail Technology Research Articles

Digital Innovations in Retail and Their Role in Promoting Sustainable Business Models

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.

"Leveraging Immersive Technologies in Retail: The Role of Augmented Reality in Enhancing Packaged Food Marketing and Shaping Consumer Behavior"

Purpose: This study examines how Augmented Reality (AR) is used in retail advertising, focusing on trends, themes, and factors that influence its adoption, as identified in academic literature. The goal is to understand how AR applications have evolved and their impact on advertising strategies in retail. Methodology: The study utilized various analytical methods, including bibliometric analysis, word cloud analysis, Principal Component Analysis (PCA), and streamgraph analysis. Data was collected from Scopus and Web of Science databases, and analysis tools included VOSviewer, Voyant Tools, Python (using the sklearn library), and R’s streamgraph library. Findings and Discussion: The results indicate a rising interest in AR for boosting customer engagement. Major themes identified include user interaction, immersive shopping experiences, and technological innovation. PCA highlighted the key components that drive AR adoption, while streamgraph analysis illustrated how research trends have changed over time. Conclusion: This research sheds light on the increasing significance of AR in retail advertising and provides valuable insights for future research and practical applications in the industry.

Memorable experiential reality tech as an environmentally friendly technology: reducing energy consumption from consumer perspectives

Abstract The marketing paradigm shift towards 6.0 encourages industry players to focus more on green retail technology. Memorable Experiential Reality Technology (MERT) is receiving great attention for its ability to bring users into a virtual environment. MERT includes mixed reality (MR) which consists of virtual reality (VR) and augmented reality (AR). Using this technology is considered to reduce energy consumption from the consumer side, because with technology consumers can experience the experience directly without having to visit the retail industry or shopping centers that apply MERT. This study aims to determine the impact of technology on saving energy consumption from the consumer side and identify barriers to its application. Literature studies, case studies and consumer surveys were used to obtain data information in the field. The research findings are that experiential reality can significantly reduce energy consumption by offering experiences that encourage sustainable behavior among consumers. Through interactive simulations and virtual environments, consumers gain a deeper understanding of their energy savings and make informed decisions to minimize energy wastage. Barriers to technology adoption are limited infrastructure, high costs and lack of user awareness of the benefits of MERT in reducing energy consumption. Users need to be convinced that the investment of time and resources in using MERT will have a positive impact on the environment and overall energy consumption. Education and socialization on the positive effects of technology implementation are needed to help increase community adoption.

Task-technology synergy of augmented reality retail technology features: a meta-analysis

Purpose The integration of augmented reality retail technology (ARRT) in retailing industry has emerged as a key driver for transforming the consumer experiences and driving online sales. However, inconsistent findings in the existing research literature highlight the need for subsequent research efforts. The purpose of this study is to examine how augmented reality (AR) features like interactivity, flow experiences, augmentation and consumer engagement, contribute to retailer’s success in the online marketplaces. Design/methodology/approach This meta-analysis study uses the theoretical lens of task-technology fit to synthesize and analyze the empirical results of existing AR studies published until March 2024. Findings All ARRT features examined in this study directly impacted online buyers’ purchase intention. Moderators’ analysis only partially supported the hypotheses proposing a significant difference in the effect size of ARRT features on purchase intention based on the country’s GDP per capita and innovation level. While GDP per-capita moderated three relationships, innovation level moderated four out of six interactions studied. Originality/value This meta-analysis enhances the existing ARRT literature by using the task-technology fit theoretical framework, offering a dual perspective encompassing customers and businesses. Unlike popular technology innovation theories and models, such as Unified Theory of Acceptance and Use of Technology and technology acceptance model, which predominantly focus on consumers, this perspective provides concrete directions for designing AR-enabled retail platforms that meet the task requirements of both consumers and retailers.

Smart Shopping Carts in Food Retailing: Innovative Technology and Shopping Experience in Stationary Retail

ABSTRACTIn the development of the Internet of Things, smart shopping carts present a digital innovation that can realize cost‐cutting potential and improve the shopping experience. The impact of smart shopping carts on customers' shopping experience is analyzed in stationary grocery retailing. We explore first whether customers are willing to use these technological innovations, specifically smart shopping carts. Second, the effect of smart shopping carts on customers' shopping experiences is evaluated. For this, we employed a mixed method approach combining a survey study and an interview follow‐up study. A purposive sampling recruited 291 stationary grocery shoppers. A variance‐based structural equation analysis tests the research model for the adoption of smart shopping carts and their relevance to customers' shopping experience. Next, 22 interviews were conducted with grocery shoppers following an intervention approach. Customers are willing to use smart shopping carts when shopping for groceries in stationary retailing. Customers focus on the ease of use and usefulness of the shopping carts, whereas privacy risk and temporary enjoyment are less relevant. However, our empirical results show that affective, social (employee), and physical components predominantly shape the shopping experience compared with the technical component of smart shopping carts. Smart shopping carts similarly affect the cognitive component and the social (customer) component. In contrast to other digital retail innovations, customers seem to value utility of smart shopping carts above else. Stationary retailers can, thus, focus their introduction of smart shopping carts on countering technology anxiety and highlighting customer benefits of shopping comfort and reduced checkout times.

Mapping the Future of Tech‐Infused Luxury: A Roadmap and Research Directions

ABSTRACTThis systematic review presents a pioneering analysis of advanced technology applications in the luxury industry, proposing a structured framework for effective integration across various supply chain and consumer journey stages. The study ensured a refined and comprehensive literature review by employing unique keywords derived from a preliminary exploration of technologies in retail and marketing. Our framework categorizes technologies according to their supply chain roles and highlights their impact on consumer perceptions, preferences, and purchasing decisions. The findings reveal a growing trend of luxury brands adopting advanced technologies to enhance customer experiences, boost operational efficiency, foster sustainable practices, and reinforce market positioning. This research contributes to sustainable supply chain management and ethical consumerism in the luxury sector by aligning technological innovation with sustainability and core luxury values. It provides actionable insights for industry practitioners and identifies future research directions, marking this study as a first‐mover in advancing academic understanding and industry practice in luxury technology integration.

INTEGRATING ADVANCED TECHNOLOGIES IN RETAIL: A CONCEPTUAL FRAMEWORK FOR ENHANCING CONSUMER EXPERIENCE AND TRUST

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.

Transcending Food-Miles: Unpacking the Drivers of In-Store Vertical Farming Adoption Among Food Retailers in France

This paper examines the potential of in-store vertical farming technologies in urban food retail as a solution to the increasing demand for fresh, locally sourced food. By enabling a “sell where you produce” model, vertical farming can reduce food miles, enhance traceability, and lower carbon emissions. The study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) to analyze factors influencing the adoption of these technologies among food retailers in Rouen, France, with a particular focus on the role of risk aversion in shaping attitudes and decisions. The findings highlight that performance expectancy and facilitating conditions are the key drivers of adoption intentions among retail store managers. However, perceived risks, such as high investments and operational costs, pose significant barriers, while social influence appears to have little impact on their decisions. The study underscores the importance of conducting economic evaluations and risk assessments of vertical farming practices to ensure their long-term viability. As vertical farming holds the potential to boost fresh food production in urban areas, reduce food miles, and create sustainable supply chains, it is crucial to carefully weigh its benefits and risks to support its successful adoption in urban food retail.

Technology in fashion retail: exploring the nexus of in-store technology, customer experience, and store image

ABSTRACT This research aims to shed light on the complex interplay between in-store retail technologies, shopping experience, and store image in the context of fashion retail outlets. The SOR (Stimulus-Organism-Response) based Bitner’s model has been selected as the theoretical foundation of the present study. A total number of 245 customers from retail fashion outlets of Jammu & Kashmir and Delhi regions of India were sampled using convenience sampling. The hypotheses were tested using the technique of Structural Equation Modelling. Findings indicate that in-store retail technology positively influences customers’ experience (cognitive, affective, social, relative advantage component), which in turn positively impacts store image. The construct ‘customer experience’ was found to significantly mediate the relationship between ‘in-store technology’ and ‘store image’. Using Bitner’s model as theoretical foundation, the findings of the study provide useful insight that in-store technology is a crucial determinant for building a better store image through enhanced customer experience, which could be seen as a significant contribution to the extant literature.

Adapting to Change: How Brick-and-Mortar Retailers Responded to Consumer Behavior Shifts During COVID-19

In response to the drastic challenges brought by the COVID-19 pandemic, brick-and-mortar retailers have had to adjust to the new consumer behaviors quickly. This research paper seeks to analyze and comprehend how these retailers responded differently, as described in each case study: J.C. Penney, Neiman Marcus, Best Buy, and Target, representing a spectrum of impacts and strategic adaptations. Hence, the comparison discovers that J.C. Penney and Neiman Marcus filed for bankruptcy because they could not transform themselves and be competitive under the new norms. Contrarily, the situation did not destroy Best Buy and Target's business as it altered the status quo in their favor. Achieving the flexible management of Best Buy and Target, which concentrated on the economic development of e-commerce interconnection of physical and digital operations, was their key achievement in this turbulent era. Only this way they could face the rising challenges. These scenarios demonstrate the role of adaptability and a well-integrated technology in retail. The result of the study denotes that the business would be able to win against its competitor only if it can adjust itself continuously to the drastic change in consumer behavior, including the rapid growth of online purchasing. The study predicts that the future of retail will likely require ongoing adaptability and take further focus on omnichannel strategies more seriously. It represents a shift from an immediate response to an analysis that investigates the long-term consequences for the retail sector.

The Role of Leadership in Transforming Retail Technology Infrastructure with DevOps

In the fast changing retail technology market, DevOps principles are transforming how firms manage and improve their technological infrastructure. This study examines how leadership may use DevOps to improve retail technology and operations. As retail embraces digital transformation, technological strategies must fit with business goals. This change requires leaders to guide their firms through complicated infrastructure upgrade and operational efficiency. DevOps, which emphasizes communication between development and operations teams, continuous integration and delivery, and automation, has become essential for technological infrastructure agility and efficiency. DevOps benefits retail companies in a competitive world with quick customer behavior and market fluctuations. These include increased deployment frequency, time-to-market, dependability, and scalability. DevOps demands a fundamental change in corporate culture and leadership, not simply new technologies and procedures. This article discusses how successful leadership can promote collaboration, transformation, and DevOps alignment with strategic corporate objectives to achieve this cultural transition. Leadership helps overcome change resistance, foster cross-functional cooperation, and incorporate DevOps into the organization's technology and business operations. Leaders must also address talent shortages, resource limits, and outdated systems that might hinder DevOps rollout.

Reducing Technical Debt through Strategic Leadership in Retail Technology Systems

In the fast-paced and highly competitive landscape of retail, the management of technical debt has become a critical challenge for organizations striving to maintain robust and scalable technology systems. Technical debt, the accumulated cost of prioritizing quick fixes or suboptimal solutions over more sustainable and efficient options, can significantly hinder an organization's ability to innovate, adapt, and grow. This paper explores the role of strategic leadership in effectively reducing technical debt within retail technology systems. By examining key leadership strategies, such as fostering a culture of continuous improvement, investing in long-term technology planning, and emphasizing cross-functional collaboration, the paper highlights how retail organizations can systematically address and mitigate technical debt. Strategic leadership in the retail sector involves a comprehensive understanding of both business and technological imperatives. Leaders must recognize the implications of technical debt not only in terms of immediate financial costs but also in the broader context of business agility, customer experience, and competitive advantage. The paper emphasizes the need for leaders to adopt a proactive approach, prioritizing technical debt reduction as a strategic objective that aligns with the organization's overall goals. One of the central arguments of the paper is that effective technical debt management requires a shift from reactive to proactive leadership. This involves anticipating potential issues, encouraging innovation, and making informed decisions that balance short-term gains with long-term sustainability. The paper discusses various leadership practices that contribute to this shift, including the implementation of robust governance frameworks, the adoption of agile methodologies, and the promotion of a learning-oriented organizational culture.

Reducing Technical Debt through Strategic Leadership in Retail Technology Systems

In the fast-paced and highly competitive landscape of retail, the management of technical debt has become a critical challenge for organizations striving to maintain robust and scalable technology systems. Technical debt, the accumulated cost of prioritizing quick fixes or suboptimal solutions over more sustainable and efficient options, can significantly hinder an organization's ability to innovate, adapt, and grow. This paper explores the role of strategic leadership in effectively reducing technical debt within retail technology systems. By examining key leadership strategies, such as fostering a culture of continuous improvement, investing in long-term technology planning, and emphasizing cross-functional collaboration, the paper highlights how retail organizations can systematically address and mitigate technical debt.Strategic leadership in the retail sector involves a comprehensive understanding of both business and technological imperatives. Leaders must recognize the implications of technical debt not only in terms of immediate financial costs but also in the broader context of business agility, customer experience, and competitive advantage. The paper emphasizes the need for leaders to adopt a proactive approach, prioritizing technical debt reduction as a strategic objective that aligns with the organization's overall goals.One of the central arguments of the paper is that effective technical debt management requires a shift from reactive to proactive leadership.

Examining Human Interactions with Smart Retail Technology: A Hybrid SEM- fsQCA Investigation

As technologies evolve, businesses have focused on enhancing human interactions beyond simple satisfaction. This new research builds on recent exploratory work, responding to calls for testing antecedents and consequences of Smart Retail Technology (SRT) interactions. An online survey was administered to 338 respondents. In addition to structural equation modelling (SEM), fuzzy set Qualitative Comparative Analysis (fsQCA) was employed to identify value outcomes. Results demonstrate that the more individuals perceive a business’s technologies to be distinctive, the more likely they are to interact with those technologies. Respondents’ innovativeness was positively associated with their intentions to interact with SRT. The fsQCA outcomes offer an understanding of the types of individuals who perceive value through SRT interaction. Findings offer managerial implications and extend current knowledge about adopting interactive technologies. This is the first study to contribute a comprehensive SRT model that examines the inter-relationships between antecedents and consequences of interacting with SRT.

Perceptions of customer-facing digital technology: a qualitative interview study from grocery retail

PurposeThe purpose of this study is to provide in-depth knowledge on customer-facing technology and customer experience in the grocery retail sector, including how the value-added potential of customer-facing technologies may be enhanced.Design/methodology/approachThe analysis is based on 30 in-depth interviews with “early adopters” of customer-facing digital retail technologies in the Norwegian grocery sector. Theoretically, the study draws on notions of the customer journey and customer experience.FindingsThe study contributes to deepening insights concerning how digital retail technology is used and may be geared to further increase value for customers, specifically how retailers may use data on customers and products to personalize digital retail technology offerings and gain a competitive advantage. The findings underline how customer value is context-dependent and show that while grocery retail customers primarily emphasize utilitarian benefits related to customer-facing technologies, hedonic benefits are valuable biproducts. Moreover, the study showcases how personalization is key in addressing customers’ needs and wants, and may serve to increase the overall value of customer-facing technologies for customers and retailers.Originality/valueThe study’s sector-specific focus on technology in use contributes to enhance knowledge on how digital retail technologies can be leveraged to the benefit of customers and retailers, including customers’ sector-specific needs and wants.

Space jam: how retail technologies are influencing store space production

PurposeTechnologies are dramatically reshaping various aspects of the store space, modifying design, services and usage. Accordingly, several studies tackled technology impact on each of these aspects, investigating design, service and usage singularly, but lacking a holistic viewpoint. Thus, this paper aims to identify the different dimensions of the store space (levels) and assess the impact of technology introduction on store space dimensions (levels).Design/methodology/approachThe research employs a qualitative approach based on direct observations of apparel brand stores located in London between March and April 2023. Data collection followed a structured observation protocol covering store information, adopted technologies and their effects across various store space levels, i.e. consumption activities, service environment and customer experience.FindingsResults show that the store space can be defined as the sum of different dimensions consisting of consumption activities, service environment and customer experience. Accordingly, technology introduction holistically influences each of the three store space levels as follows: (1) first, technologies redefine how activities are performed or alters the location where certain activities are consumed; (2) within the service environment, technologies replace traditional elements, fill empty spaces and enhance the atmospherics; finally, (3) customer experience is enhanced in hedonic and/or utilitarian terms due to technology adoption.Originality/valueThis paper defines the space as a dynamic entity, providing a deeper understanding of how the store space is produced, from a holistic point of view and the role of retail technology in this process.

Opportunities and challenges of smart technology for small independent fashion retailers: a reflexive thematic analysis using the technology-organization-environment framework

Smart technology has become an increasingly prominent feature in the fashion apparel industry. However, small retailers still face challenges while trying to adopt such innovative smart technologies to increase consumer interaction and sales. By applying the Technology, Organization, and Environment (TOE) framework, the aim of this study is to understand small independent fashion retail owners’ and employees’ thoughts on innovative retail technologies and their reactions to the currently available new technology. A qualitative research method of in-depth interviews with 11 participants working in fashion companies was used. The themes that emerged in this study represent criteria to be met prior to adopting new technology for small fashion retailers, including transparency, consistency, and integration of technology. While there were concerns regarding the cost and timing of adopting smart technology, they all expressed unanimous agreement that these advancements would become the next major trend in fashion retail, enhancing consumer connectivity. In particular, the smart technology they plan to adopt must possess the capability for reciprocity between consumers and the company. This will motivate a resurgence of innovative technologies in the less advanced fragment of small independent fashion retailers. Future research can focus on analyzing how the implementation of new smart technologies affects these types of businesses and their customer satisfaction.

Are young adult consumers ready to be intelligent shoppers? The importance of perceived trust and the usefulness of AI-powered retail platforms in shaping purchase intention

Purpose The advancement of artificial intelligence (AI) has brought intelligent online shopping experiences to customers. AI-powered retail platforms deliver personalized shopping experiences through tailored recommendations, promotions and assistance. Given the increasing preference for online shopping, it is crucial to explore methods to optimize the adoption of AI-powered retail platforms. To address this, this study aims to examine the impact of technology readiness motivators (optimism and innovativeness) and inhibitors (discomfort and insecurity) on perceived trust, perceived usefulness and purchase intention toward AI-powered retail platforms. Design/methodology/approach Data were collected from 276 customers in Egypt, primarily from the millennial and Gen Z demographic segments. The collected data were then analyzed using the statistical package for social sciences (SPSS) and partial least squares structural equation modeling (PLS-SEM). Findings The findings revealed that optimism, innovativeness and discomfort significantly influence perceived trust, while optimism, insecurity and perceived trust significantly influence perceived usefulness. Both perceived trust and usefulness are significant predictors of purchase intention. Perceived trust mediates the effects of technology readiness motivators on perceived usefulness and purchase intention. Moreover, perceived usefulness mediates the effects of technology readiness motivators, insecurity and perceived trust on purchase intention. Originality/value To date, there are few investigations regarding the acceptance and adoption of AI-powered retail platforms in developing countries. Thus, this study offers valuable theoretical and practical implications in the context of smart retail technology adoption.

Consumers of different generations towards innovative technologies in customer service in retail


 
 
 The aim of the paper is to identify the importance of innovative technologies used in retail during the pandemic for consumers and the willingness of different generations of consumers to use these solutions in the future. The article was prepared on the basis of the literature on the subject, research reports, websites of companies preparing or implementing modern technologies in retail, and the results of direct research conducted in 2022 using the online survey technique among 1,100 consumers.
 The paper presents the issues related to the possibility of using modern technologies in the customer service process, specifically those that allow for even greater customer involvement in the purchasing process and increase their independence and self-service. A special emphasis was given to the self-service store, currently considered one of the greatest achievements (“milestones”) in brick-and-mortar retail trade, which is crucial for the issues presented. The paper shows the results of direct research on selected elements of purchasing behavior of different generations of consumers that are related to the use of innovative solutions in retail trade and intentions to use these solutions in the future.
 
 

Leveraging AI Technologies in Retail in a Resilient Economy: Theory and Innovative Practices

Leveraging AI Technologies in Retail in a Resilient Economy: Theory and Innovative Practices