Shopping as a “networked experience”: an emerging framework in the retail industry

Abstract

If citing, it is advised that you check and use the publisher's definitive version for pagination, volume/issue, and date of publication details. And where the final published version is provided on the Research Portal, if citing you are again advised to check the publisher's website for any subsequent corrections.

Scale Development of Consumer-Focused Technology Features Important to Shopping Experiences in Small Retail Businesses

“…Innovative technologies, such as self-service technologies (SSTs) ( Weijters et al, 2007) and mobile recommendation agents (MRAs) ( Kowatsch & Maass, 2010), allow consumers to co-create their shopping experience to obtain faster check-out speeds, price check items, and product descriptions. In-store technologies should produce both utilitarian and hedonic experiences through enhanced product information search, augmented brand stories, transactional operations, and social connectedness ( Grewal et al, 2020;Pantano & Gandini, 2018 ). Smaller retailers have a limited digital footprint in comparison to larger retailers due to constrained resources, including technology applications.…”

From Clicks to Bricks: Effects of Mobile Location-Based Marketing on Retail Stores Visits

“…"Shoppers have integrated smartphones into their product research at every phase of the customer life cycle, from discovery to price checking in-store" (FORRESTER, 2018). The relationship between digital technologies and the retail environment is more complex than what current accounts depict (PANTANO & GANDINI, 2018). During consumer journey, mobile is mostly used for education, information and engagement, not necessarily for the last click.…”

“…The path is analytics-driven, clustered data approach. According to Pantano and Gandini (2018), the shopping experience is "no longer limited to the physical point of sale. This means that retailers should be able to provide a shopping experience that is natively networked" (p.690).…”

“…According to Pantano and Gandini (2018), the intensive use of digital communication technologies and social media emerge as an integral part of the shopping experience inside and outside the store. It does not mean, however, that online and offline retailers are following separate paths.…”

“…There are differences in consumers according to the stages of adoption in a technology's life cycle (ROGERS, 2003;PARASURAMAN & COLBY, 2015). Young and social media savvy participants with a generally high interest in shopping are usually networked shoppers (PANTANO & GANDINI, 2018 Indeed, literature has struggled to explain why consumers that evaluated a technology-based service positively yet may choose not to adopt it (HEIDENREICH & HANDRICH, 2015). As to this question, Heidenreich and Handrich (2015) replay that convenience in use may be the key to positive evaluation followed by adoption of mobile services.…”