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Article
Publication date: 20 March 2018

Eleonora Pantano, Constantinos Vasilios Priporas and Charles Dennis

This study develops the idea of smart retailing, exemplified in innovative, technology-enriched retail services as part of service-oriented strategies. In particular, the…

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4345

Abstract

Purpose

This study develops the idea of smart retailing, exemplified in innovative, technology-enriched retail services as part of service-oriented strategies. In particular, the purpose of this paper is to provide a new integrated framework to understand the emerging retail scenario based on the smart usage of technologies to improve retail service and develop innovation management strategies. This framework will provide a comprehensive understanding the basic forms of smart retailing as the current competitive scenario.

Design/methodology/approach

As a viewpoint, this paper employs an interdisciplinary approach, drawing upon the actual challenges in retailing, to propose a new perspective, the smart retailing one, to describe the new competitive scenario and formulates an emerging research agenda.

Findings

The present paper contributes to research on innovation and technology management for retailing by examining the key dimensions of smart retailing, which aims to enhancing retail service quality and retailers’ performance.

Originality/value

The paper clearly explains how current retailing is moving to a smart perspective, and how retail management should be adapted to successfully perform in the current service-dominant logic scenario, as consequence of the increasing consumer involvement in service co-production and the rapid growth of digital technologies.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 3
Type: Research Article
ISSN: 0959-0552

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Book part
Publication date: 7 October 2020

Constantinos-Vasilios Priporas

  • Explain what a smart consumer is through Generation Z views
  • Understanding the nature of decision-making process with the use of smart technologies
Explain what a smart…

Abstract

Learning Outcomes

  • Explain what a smart consumer is through Generation Z views

  • Understanding the nature of decision-making process with the use of smart technologies

Explain what a smart consumer is through Generation Z views

Understanding the nature of decision-making process with the use of smart technologies

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Article
Publication date: 31 March 2021

Bethan Alexander and Anthony Kent

Continuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains…

Abstract

Purpose

Continuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains under-researched, especially within fashion retailing. Therefore, the aim of this paper is to generate a deeper understanding of if, and to what extent, fashion retailers across different market segments are innovating in terms of in-store technology diffusion over time by taking a long-term perspective over five years.

Design/methodology/approach

Drawing on retail change and innovation diffusion theory, the study takes a qualitative approach, using direct observation of 71 fashion stores in London (UK) in 2014 and 2019. In total, 142 stores were tabulated in Excel and qualitatively analysed manually and with NVivo.

Findings

The findings identify the innovation adoption strategies implemented, the types of in-store technologies adopted over time and the fashion retail innovation adopters.

Originality/value

The research offers new knowledge in terms of retail innovation and retail change, specifically on retail diffusion of innovation and the importance of in-store technology integration. Several practical implications for improving technology innovation management are also identified.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 13 November 2018

Chiara Colombi, Pielah Kim and Nioka Wyatt

The state of interactive digital technology is evolving rapidly and has shifted the ways in which customers shop dramatically. This trend heightens the need for research…

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1026

Abstract

Purpose

The state of interactive digital technology is evolving rapidly and has shifted the ways in which customers shop dramatically. This trend heightens the need for research that examines the latest interactive digital technology tools adopted in fashion retailing. In response, the purpose of this paper was to examine fashion retailers’ incorporation of new interactive digital technologyin both online and offline retailing formats, and including new hybrid contexts – and its results in providing new experiential quality that contributes strongly to engage with customers.

Design/methodology/approach

The paper first reviews the literature and then proposes the research questions. This is followed by exploratory substantiation of those propositions with the findings from case studies that examined the new interactive digital technology implemented by six leading fashion retailers.

Findings

Various digital technology tools implemented in brick-to-click, click-to-brick and brick-and-mortar retailing offer customers a variety of experiential qualities that allow them to co-create products, engage in emotion-driven sensational and personalized shopping experiences and seamless shopping virtually, all of which derive from interactive digital technology implemented to enhance customer engagement.

Originality/value

This research examined the implementation of interactive digital technologies across the full spectrum of the fashion retail settings above. This paper makes an original contribution by adopting a customer-centric perspective and assessing the advantages technology provides to customer’s engagement quality in shopping, which differs from the traditional firm-centric perspective that views technology as a way to innovate retailers’ operations.

Details

Research Journal of Textile and Apparel, vol. 22 no. 4
Type: Research Article
ISSN: 1560-6074

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Article
Publication date: 11 July 2016

Johan Hagberg, Malin Sundstrom and Niklas Egels-Zandén

Digitalization denotes an on-going transformation of great importance for the retail sector. The purpose of this paper is to analyse the phenomenon of the digitalization…

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33630

Abstract

Purpose

Digitalization denotes an on-going transformation of great importance for the retail sector. The purpose of this paper is to analyse the phenomenon of the digitalization of retailing by developing a conceptual framework that can be used to further delineate current transformations of the retailer-consumer interface.

Design/methodology/approach

This paper develops a framework for digitalization in the retail-consumer interface that consists of four elements: exchanges, actors, offerings, and settings. Drawing on the previous literature, it describes and exemplifies how digitalization transforms each of these elements and identifies implications and proposals for future research.

Findings

Digitalization transforms the following: retailing exchanges (in a number of ways and in various facets of exchange, including communications, transactions, and distribution); the nature of retail offerings (blurred distinctions between products and services, what constitutes the actual offering and how it is priced); retail settings (i.e. where and when retailing takes place); and the actors who participate in retailing (i.e. retailers and consumers, among other parties).

Research limitations/implications

The framework developed can be used to further delineate current transformations of retailing due to digitalization. The current transformation has created challenges for research, as it demands sensitivity to development over time and insists that categories that have been taken for granted are becoming increasingly blurred due to greater hybridity.

Originality/value

This paper addresses a significant and on-going transformation in retailing and develops a framework that can both guide future research and aid retail practitioners in analysing retailing’s current transformation due to digitalization.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 10 September 2017

Mark Scott Rosenbaum, Germán Contreras Ramírez, Karen Edwards, Jiyeon Kim, Jeffery M. Campbell and Marianne C. Bickle

This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next…

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1409

Abstract

Purpose

This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of digitization will entail the employment of digitization technology to offer consumers personalized product offerings and recommendations based on their internal biomarkers.

Design/methodology/approach

The authors draw on past investigations into digitization and their retailing experience to speculate on how the next phase of digitization will affect both consumer goods manufacturers and retailers.

Findings

The next phase of digitization will entail the use of nutrigenomics (DNA sequencing), exhaled breath analysis, fitness tracker devices, sensory patches, radio frequency identification tags and quantum ID tags to create customized and recommend products, and support product-to-customer communication regarding authenticity.

Research limitations/implications

Consumers will increasingly rely on technology to inform them of their bodily needs and to receive personalized solutions to help satisfy those needs. Consumer behavior theories must be reconsidered because consumers will become more passive participants in retail consumption as they rely on technology for need-recognition and product-fulfillment.

Social implications

Digitization technologies that use consumers’ biomarkers for new product creation or product recommendation raise new risks and uncertainty. For example, the legal implications of an incorrect product recommendation based on customer biomarkers are unknown. Furthermore, retailers would need to maintain data privacy of biomarker data and be responsible for data breaches.

Originality/value

The research explores how digitization will affect consumers’ in-store experiences with consumer goods products.

Details

Journal of Research in Interactive Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 1 October 2003

Veneta Andonova

This paper builds a theoretical argument of how the Internet increases the scope for disintermediation and analyzes the changes in the structure of transaction costs in

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1547

Abstract

This paper builds a theoretical argument of how the Internet increases the scope for disintermediation and analyzes the changes in the structure of transaction costs in the case of retailing. The paper treats the Internet as a low‐cost selling technology that needs substantial customers acceptance and a specific business model in order to be a viable alternative to traditional retailing. The proposed model predicts that different types of traditional retailers follow different strategies with respect to e‐commerce depending on their pre‐Internet market positioning. These conclusions are supported by empirical evidence from the adoption strategies, followed by a sample of well‐established U.S.‐based retailers. This study shows that retailers whose traditional selling technology is best approximated by e‐commerce are more likely to be among the first to reap the benefits of low‐cost online distribution.

Details

Management Research: Journal of the Iberoamerican Academy of Management, vol. 1 no. 3
Type: Research Article
ISSN: 1536-5433

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Article
Publication date: 28 December 2020

Ruchi Mishra

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Abstract

Purpose

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Design/methodology/approach

The study applies an integrated interpretive structural modelling (ISM) and decision-making trial and evaluation laboratory (DEMATEL) approach for understanding the hierarchical and contextual relationship structure among the factors influencing omnichannel retailing adoption.

Findings

The integrated ISM–DEMATEL approach identifies that financial commitment is the most crucial factors followed by technological capability, training and development, performance metrics, supportive organisational structure, collaboration and knowledge sharing, offline–online information aggregation and integrated technological platform. Also, the study reveals that financial commitment and supportive organisational structure impact the majority of factors but are affected by only a few factors.

Research limitations/implications

Unlike previous studies, this study suggests an alternate approach to theory building emerging from the various factors that could be considered while developing omnichannel retailing.

Practical implications

Practitioners should pay close attention to leading factors that influence the adoption of omnichannel retailing, namely, financial commitments, supportive organisational structure, technological capability, integrated technological platform and training and development rather than focusing on significant receivers, such as warehouse management and assortment management.

Originality/value

The integrated approach of ISM-DEMATEL offers a hierarchical model and cause–effect relationship among factors influencing omnichannel retailing adoption.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

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Book part
Publication date: 26 November 2020

K. Ilgın Çakiroğlu and Özgür Çengel

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new…

Abstract

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new technologies have been introduced as a means to differentiate the product and service offerings along with some emerging retailing perspectives. It is obvious that omnichannel retailing is cited as one of the emerging trends in marketing. In this globe, customer experience management plays a crucial role in establishing sustainable omnichannel retailing strategies. Considering all the variables in the business environment, it is seen that effective tools of omnichannel operations should well be implemented as a response to effectively compete in the business environment. This chapter reveals some of the major literature and applications in the context of omnichannel retailing whereby the most concern of interest is given to the importance of customer experience and its formation.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

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