Technology-enabled personalization in retail stores: Understanding drivers and barriers

Riegger, Anne-Sophie; Klein, Jan F.; Merfeld, Katrin; Henkel, Sven

doi:10.1016/j.jbusres.2020.09.039

Cited by 114 publications

(73 citation statements)

References 77 publications

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“…In a large, survey-based study of consumer preferences when it comes to making online purchases, Burke finds a strong preference across product categories for systems that save billing and shipping information and facilitate one-click ordering [106]. Similar findings abound in the literature on shopper "types", with those holding utilitarian tendencies placing heavy emphasis on the value of technological ease of payment [6]. The degree to which these preferences are properly accounted for within the purchasing experience will affect consumer decision-making both prior to and at the time and point of purchase.…”

Section: Cognitive Effort Of Purchasingmentioning

confidence: 63%

“…First, the complexity of the payment process itself can contribute to such a negative emotional response. Process complexity can involve a range of different factors depending on the context, and many consumers anticipate that the adoption of new payment technologies can lead to hassles and headaches [6]. If, for example, there are many steps to complete, or if the consumer must enter their credit card number many times or sign many documents before completing their purchase, research suggests we can confidently assume that it leads to increased pain of payment.…”

Section: Cognitive Effort Of Purchasingmentioning

confidence: 99%

“…How does the complication and complexity of the purchasing process affect purchase likelihood and associated brain function? [6,80,105]…”

Section: Process Complexitymentioning

confidence: 99%

“…How does the amount of social interaction involved in the purchasing process affect purchase likelihood and associated brain function? [6,[114][115][116] Second, social demands such as the requirement to speak to a cashier, deal with a sales representative, or ask for help may in some cases increase pain of payment. Social interaction is more challenging and "painful" for some individuals than others, and contextual factors may also affect the amount of pain consumers experience in the purchasing environment.…”

Section: Social Demandsmentioning

confidence: 99%

“…There is significant excitement about the proliferation of phygital marketing in the future of retail commerce [6,7]. While research on the subject is still nascent, early work has found that phygital experiences can be designed to provide a novel and seamless experience that users enjoy, influencing customer perceptions of product value while generating trust and minimizing confusion [8].…”

Section: Introductionmentioning

confidence: 99%

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Defining the Phygital Marketing Advantage

Johnson

Barlow

2021

JTAER

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Interest in the application of phygital marketing to retail commerce has increased in recent years. Implicit in this excitement is the notion that physical experiences provide unique value above and beyond what can be offered via digital means, and therefore that combining the two can galvanize sales. However, the specific sources of this marketing potential remain undertheorized and the factors determining the appropriateness of such implementations remain unclear. Based on an extensive review of relevant literatures, we begin by considering a particularly important potential source of phygital marketing’s power. Specifically, we bring together findings from consumer psychology and neuroscience to provide a mechanistic account explaining how the combination of reduced “pain of payment”, facilitated by digital purchasing technologies, and the product attachment generated by real or simulated product experiences prior to purchase holds the potential to increase sales. We then propose a more general theoretical framework grounded on a review of primary and secondary research findings from consumer psychology and consumer neuroscience to explain the potential power of phygital marketing experiences, account for their unique value, and provide a platform for future research. The paper equips both academics and practitioners with a better and more scientific understanding of the practical dimensions of phygital commerce and lays a foundation for future enquiry.

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Section: Cognitive Effort Of Purchasingmentioning

confidence: 63%

Section: Cognitive Effort Of Purchasingmentioning

confidence: 99%

“…How does the complication and complexity of the purchasing process affect purchase likelihood and associated brain function? [6,80,105]…”

Section: Process Complexitymentioning

confidence: 99%