Engaging consumers on new integrated multichannel retail settings: challenges for retailers

The rapid diffusion of more channels for shopping posits new challenges for retailers, who need to compete in a complex environment for avoiding the problem of consumer cross-channel free riding. To discourage this behaviour, we propose a new environment where one retailer simultaneously handles more channels. The emerging integrated environment would engage more consumers if compared to the single handled channel, which in turn would avoid switching behaviours towards competitors’ channels. Our empirical research, based on the stimulus-organism-response paradigm, involves a sample of 237 consumers who were asked to explore the new retail settings simulated in a university lab. The results lead us to suggest the effective combination of multiple channels managed by one retailer as the new challenge for scholars and practitioners. We note that our participants showed positive emotional reactions towards the environment, which lead them to choose this environment for purchases

Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping

This paper investigates older consumers in-store shopping experiences and the barriers that they face. The aim is to understand how new retail technologies (e.g., interactive in-store displays, self-service tills, robots etc.) can help seniors access satisfying, autonomous retail experiences, helping them to achieve a sense of inclusion in physical retail settings. Drawing upon the social inclusion/exclusion theory and information overload theory, the research employs a qualitative approach based on an inductive design, including face-to-face semi structured interviews with 36 consumers aged 75+. The findings highlight (i) old consumers have scarce interactions with in-store technologies (adding knowledge to motivations literature), (ii) the need to develop new technologies to support these consumers, and (iii) the extent to which these technologies are excluding rather than including old consumers (adding knowledge to the drivers of the field of exclusion). Results provide guidelines for retailers to enhance the sense of inclusion for old consumers through a better usage of new technologies

Demand pull and technology push perspective in technology-based innovations for the points of sale:the retailers evaluation

\u3cp\u3eDespite the consumers' increasing demand of technology-based innovations for making stores more appealing and the huge availability of advanced technologies, there is still a lack of research on the retailers' and employees' points of views towards the introduction of these systems. In fact, an efficient innovation should take care of both the final users/consumers' and the retailers/employees' needs and expectations. Hence, the aim of this study is to advance our knowledge on retailers' pull of new technologies for improving their job in accordance with the most recent systems, as well as on the main characteristics of these innovations for defining a new integrative framework of analysis and development.\u3c/p\u3