Engaging consumer through the storefront: Evidences from integrating interactive technologies

Abstract

Abstract. Although previous studies identified the importance of storefront windows on consumer's entry decision, there is still a lack of research on engaging consumers at the storefront through the integration with interactive technologies. The purpose of this study is to carry out an exploratory investigation into the consumers preference for a certain store based on the storefront windows (in terms of entry decision), with emphasis on the current most attractive interactive technologies. Thus, we examine the extent to which an exploratory sample of consumers is influenced by storefront interactive technologies. Emotional aspects emerge as the most influencing ones in the case of traditional storefronts, while both emotional and functional aspects emerge as the most influencing factors while considering the integration of interactive technologies. In particular, our results shed light on the way these elements can be managed for the design of future attractive storefront windows, by providing important insights for scholars and practitioners.

Does innovation-orientation lead to retail industry growth? Empirical evidence from patent analysis

“…Since the patents describe technical progress and innovation in a particular sector (Abraham and Moitra, 2001;Park et al, 2005), the present study demonstrates that there is increasing interest in innovation in retailing, while also showing the extent to which patent analysis can be used to provide a clear picture of the level of innovation in retailing. In this way, it extends the insights made by previous studies that have focused on the effects of innovation on retailing (Demirkan and Spohrer, 2014;Pantano, 2014;Poncin and Mimoun, 2014;Hristov and Reynolds, 2015;Pantano, 2016). Beginning with a patent analysis which goes beyond the patent innovation for patents selection in order to evaluate the stream of invention in the specific domain, as suggested by Venugopalan and Rai (2015) and Hand and Shin (2014), our study provides a clear view of the innovation introduction procedure into the retail process ( Figure 5).…”

“…In fact, actual retailing is characterized by a huge focus on the development of innovative consumer solutions for creating value for clients based on technological innovation (Maglio & Spohrer, 2013;Pantano &Timmermans, 2014). Thus, there has been a shift from a traditional face-to-face service to a technology-enriched one which can improve the shopping experience and consumer satisfaction (Demirkan and Spohrer, 2014;Pantano, 2016) In this context, Evans (2011) anticipated the increasing integration of computing in consumer shopping activities through pervasive penetration supported by ubiquitous systems. Kourouthanassis et al, 2007;Pantano, 2014).…”

“…As a consequence, these innovations challenge the retail industry to find new and efficient solutions to improving the consumer experience and retail management. These innovations can dramatically modify the retail landscape (Hopping, 2000;Pantano, 2016). In fact, demand pull has been largely considered a driver of innovation (Pantano, 2014;Venugopalan and Rai, 2015).…”

International flagship stores: an exploration of store atmospherics and their influence on purchase behaviour

“…Furthermore, impressive and brand-relevant window displays are key in attracting consumers' attention and persuading them to enter the store, as well as setting the tone for the brand image. The results, therefore, reaffirm the significance of window displays as argued by Pantano (2016) in persuading consumers to enter a store and the importance that consumers place on the aesthetics of the storefront and the window display, but also contribute new findings that emphasise the importance of the holistic design of the storefront and prominence of the logo in persuading customers to enter luxury flagship stores alongside the window display.…”

Self-Scanners, Technological Advancement? A Performance Opportunity? But…

“…In a 2004 experiment, McDonald's found that customers using self‐service kiosks supersized their meals and spent 30% more than the average (Griffith‐Greene, ). Self‐scanning devices provide retailers an opportunity to gain competitive advantage (Pantano, ) and allow consumers to engage with the brand to a greater extent (Pantano, ; Pratibha, Dabholkar, Bobbitt, & Lee, ). Reduced costs, increased service efficiency, passing savings on to customers, and on the like are some of the several advantages of automation ( Huffington Post , 2017).…”