A new approach to retailing for successful competition in the new smart scenario

Pantano, Eleonora; Priporas, Constantinos‐Vasilios; Dennis, Charles

doi:10.1108/ijrdm-04-2017-0080

Cited by 94 publications

(74 citation statements)

References 103 publications

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“…An uncertain economic environment is also impacting shopping habits. Retail is moving from a traditional product-centred approach to a customer -or service -centred perspective (Pantano et al, 2018). Consumers show a growing preference for experience over the acquisition of 'stuff' (Brown and Lubelczyk, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…Retailers are facing in increasing array of complex and expensive technologies. How brands create consumer value using technology will, thus, determine the market's size (Pantano et al, 2018). Futurists assume virtual reality retail (v-commerce) to be retail's next disruptive technology (Wang, 2016), reviving high street fashion stores and delivering exceptional online experiences.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

How to design fashion retail's virtual reality platforms

Xue

Parker

Hart

2020

IJRDM

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PurposeHigh-street fashion retail faces an uncertain future because of fluctuating consumer shopping habits. To revive fashion retailers, adopting disruptive technologies such as virtual reality (VR) becomes important to offer highly valued consumer experiences. Yet v-commerce designers still lack sufficient guidance to create effective retail environments. This paper establishes the v-commerce experience that targets fashion consumers’ desire and presents 13 specific design guidelines.Design/methodology/approachIn this study, 22 participants, 20 consumers and two VR developers were interviewed regarding attitudes towards VR, motivation to shop through v-commerce and the moderating variables that influence virtual environment perceptions.FindingsConsumers expect a vivid shopping environment with authentic product features instead of the more common simulated environment. Hedonically motivated consumers are more open to v-commerce than utilitarian consumers and consumers aged 18–34 years regard interactivity, personalisation and social networking as critical to offer a cost-efficient shopping experience.Research limitations/implicationsThis paper explored the ways v-commerce delivers creative experiences to facilitate consumer purchase behaviour, contributing to the high street's regeneration. Yet consumers have too high expectations of lifelike interaction in v-commerce, which is beyond contemporary VR's capabilities. Future research should focus on developing authenticity of v-commerce environments, i.e. vivid interaction with product and people.Originality/valueThis paper establishes the fundamental design rules for v-commerce platforms, enabling designers to create effective retail environments, sympathetic to the consumer's cognitive desires.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

How to design fashion retail's virtual reality platforms

Xue

Parker

Hart

2020

IJRDM

View full text Add to dashboard Cite

show abstract

“…As noted previously, current retailing is moving to a smart perspective (Pantano et al, 2018). However, the literature on advanced, innovative technologies in retail settings and customerrelated behaviour is still rather limited.…”

Section: Smart In-store Technology: Research Propositionsmentioning

confidence: 99%

“…In particular, continual innovation and digitalization are critical when helping retailers' to create a sustainable competitive advantage (Inman & Nikolova, 2017) and capitalise on strategic opportunities (Kim, Lee, Mun, & Johnson, 2017). In this sense, Pantano, Priporas, & Dennis (2018) developed the idea of smart retailing, i.e. the emerging retail scenario based on the use of innovative technologies to improve retail service and to develop innovation management strategies.…”

Section: Introductionmentioning

confidence: 99%

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

Vojvodić

2019

Strategic Management

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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.

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“…In addition to the consumer aspect, much attention is paid in the literature to the implications of the introduction of digital technologies for business management: new strategies for managing technological integration [Hagberg et al, 2016;Pantano et al, 2018a;Willems et al, 2017], supply management, developing new forms of pricing, combining digital technologies with human capabilities [Hagberg et al, 2016;Pantano et al, 2018a;Poncin et al, 2017;Roy et al, 2017;Vrontis et al, 2017;Willems et al, 2017].…”

Section: Literature Reviewmentioning

confidence: 99%

Effects of Influence of Economic and Technological Development of IT Segments on Digital Transformation of Retail Trade

2019

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This paper presents the results of measuring cross-sectoral economic and technological effects, allowing to determine the degree of dependence between the segments that produce digital technologies and implement them. The basis for empirical calculations was the survey data of leaders among Russian IT companies and retail organizations on the current state of digital and business activity.The purpose of the work is to identify the presence and establish the strength of the relationship between these segments in terms of existing localized industry effects, expressed in the transfer of technology from the IT segments to retail. The authors of the work identified and tested several specific hypotheses, the general meaning of which was to suggest that retail trade in the current stage of economic development in Russia is susceptible to emerging trends in the rapidly changing IT services sector that can quickly and efficiently respond to the growth of the IT companies digital activity by increasing investments in digital technologies and increasing the intensity of their application in business processes.In particular, hypotheses were tested regarding the impact of business activity in the IT services segments on the growth of electronic commerce turnover, the use of online marketplaces, Big data technologies, virtual and augmented reality technologies in retail trade organizations, as well as hypotheses suggesting a connection between the development of mobile applications in the IT segments and the use of mobile technologies, expectations regarding the growth of electronic goods turnover in retail organizations.The obtained results confirmed the majority of the hypotheses put forward, thereby supporting the authors' general assumption about the existence of specific effects of the development of the IT segments on intersectoral technological transfers, revealed the existing specifics of penetration and spread of modern technological trends in trade, and also showed that the IT is currently important component in the process of digital transformation of Russian retail trade organizations.

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A new approach to retailing for successful competition in the new smart scenario

Cited by 94 publications

References 103 publications

How to design fashion retail's virtual reality platforms

How to design fashion retail's virtual reality platforms

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

Effects of Influence of Economic and Technological Development of IT Segments on Digital Transformation of Retail Trade

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