Brick-and-mortar retailers: Becoming smarter with innovative technologies

Nowadays, advanced interactive in-store technologies provide brick-and-mortar retailers with a wide range of opportunities to interact with customers. Based on a comprehensive review of the academic and practitioner literature, the purpose of this paper is to advance understanding of smart, innovative technologies in brickand-mortar retail settings, and to determine a framework for further analysis. In addition, a pilot survey was conducted to gain better understanding of self-service technology from the perspective of food retailers. Despite the perceived diminishing role, brick-and-mortar retailers have the potential to be powerful players in the future of shopping. Apart from adapting to the latest technology, the key to retailers’ success is introducing customers to the emerging technology within smart retail settings while encouraging their active digital engagement. Technological advancements help retailers gather various information on consumer behaviour, as well as their expectations, needs and preferences. By developing their technological capabilities, retailers will be able to create a unique in-store experience and make shopping in brick-and-mortar stores enjoyable.