In-store Technologies in the Retail Servicescape

Brick-and-mortar retailers start to integrate digital in-store technologies into the physical servicescape to leverage individual shopping experiences for their customers and competitive advantage for them. This research provides a starting point for brick-and-mortar retailers, who lack guidance on how these technologies support their business strategies. We review the literature regarding the digital capabilities provided by customer-facing instore technologies and identify their relations and contributions to the archetypal business strategies individualization and cost-optimization. We thereby extend the shopper-focused decision calculus by a technological view that relates the capabilities of in-store technologies, impacts on customers, and impacts on the retailers’ business strategies.

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