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Abstract
Today’s customers see shopping as more than an acquisition task and expect a certain level of entertainment from it. In addition, with the harsh competition in the retail industry, retailers urgently need to stay relevant in their consumers’ eyes by providing them with an outstanding experience. Retailers can influence customer experience and, as a result, engagement via many stimuli, including smart retail technologies (SRTs). In this paper, we conduct a qualitative study with semi-directive interviews to explore shopping’s role for consumers and get their reactions to the implementation of such technologies in-store. We found that shopping, and even grocery shopping, plays an important role in meeting social needs. SRTs are simultaneously perceived as a threat to in-store social interactions and as an opportunity for a more convenient shopping experience. This paper contributes to SRT literature by highlighting the part they can play in the social aspect of shopping. In the future, we aim at exploring their impact on the various dimensions of customer experience and, as a result, engagement with the retailer.
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Detry, D., Poncin, I., & Garnier, M. (2023). Smart Retail Technologies: the importance of the social dimension. https://hdl.handle.net/2078.5/29505