Exploring the forms of sociality mediated by innovative technologies in retail settings

The retail setting is characterized by an increasing usage of advanced and interactive technologies (i.e. mobile apps, Near Field Communication, virtual and augmented reality, etc.) based on high connectivity, ubiquitous and contactless systems that enhance and support consumer shopping experience. As a result of the consumers’ interaction with technology while shopping, technology-enriched stores provide new experiences and enable different forms of sociality. The aim of this paper is to explore the forms of sociality mediated by innovative technologies in retail settings. To achieve this goal, we use a qualitative approach involving 20 young consumers in the London-based market, where technology use by this group of consumers is growing. Findings show that digitally-mediated in-store activity mainly responds to a need for advice and trust, and the forms of sociality deployed around it are essentially ephemeral, low-intensity and publicity-oriented modes of interaction that echo the principles of “network sociality” described by critical media theory

What is smart for retailing?

AbstractWhile the last decade has seen increasing interest in the smart city phenomenon from both scholars and practitioners, little attention has been paid to what extent retailing might be considered as part of smart cities, with benefits for all the actors involved in the process. In fact, retailing is subject to a radical innovation force that makes available several technologies that can be successfully applied. The extensive use of advanced systems gives rise to new questions concerning the smart use of technologies. Moreover, the application of advanced technologies is part of a trend towards the creation of smart cities for a better urban society. In this scenario, the idea of smartness goes beyond the concept of application of new technologies by also including more important dimensions, such as organizational structure. Hence, our work aims at identifying what can be considered smart for retailing, in terms of features of smart technology for retailing, and the challenges emerging from the adoption of such smart technologies

Who is innovating? An exploratory research of digital technologies diffusion in retail industry

To date, the diffusion of digital technologies is rapidly increasingly in the physical stores as prompt by the continuous advancements in technology and consumers' expectation of new technologies. To the authors' knowledge, the evaluation of the extent to which retailers are meeting this challenge is still at an early stage. Thus, the aim of this study is to investigate the actual level of diffusion of these technologies to understand retailers' effective response. In particular, drawing upon Rogers' Theory of Innovation Diffusion (1962), the present study is based on the direct observation of 208 stores located in Oxford Street (between Marble Arch and Tottenham Court Road tube stations), London, UK in October and November 2017. Results provide an overview of the actual innovation adoption strategies in terms of innovation diffusion and the main digital technologies adopted by different retail categories considering size and store typology. Finally, the Retailing Innovation Market framework is proposed as a combination between actual technological offer and retailer demand of innovation technology, while impact for scholars and practitioners is further discussed

Innovation in Retail Process: From Consumers' Experience to Immersive Store Design

Due to the current advances in Information and Communication Technologies and consumers' increasing interest in entertaining and interactive retail environments, the sector of retailing is forced to pursuit innovation to maintain existing consumers and attract new ones. Especially the use of virtual reality techniques offers tools for supporting the design of innovative systems capable of enhancing this process. The aim of this paper is to integrate the consumers' experience in the development of innovation process for retailing. In particular, our findings highlight how the immersive technologies can be an efficient tool for pushing innovation in retailing. Therefore, the paper provides important issues for scholars and practitioners