IMPLEMENTATION STRATEGIES OF A MODERN SHOWROOM CONCEPT FOR RETAILERS WITH A WIDE RANGE OF PRODUCTS

Fabian Schmidtke and Patrick Siegfried
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Fabian Schmidtke: Baden-Wuerttemberg Cooperative State University (DHBW), Mannheim, Germany

Management and Marketing Journal, 2022, vol. XX, issue 1, 7-22

Abstract: This paper suggests a new business model based on modern technology for retail. In the age of digitalization, stationary retail is losing market shares to online retail. Therefore, there is an obvious need for change in businesses. The concept developed in this paper combines the strengths of online and stationary retail to benefit stationary retail. In the approach taken in this paper, the basis for change is modern technology. Finding innovative ways to use technologies like NFC, AI, and robotics is regarded as the key factor to sustainable success. As the implementation of modern technologies entails a particular investment, the customers’ opinion on structural changes like these has been included in the consideration. Therefore, a survey has been conducted to find out which level of innovation current customers are willing to accept thus emphasizing the need for certain changes and dissuading specific others. The result of this paper is the modern showroom concept which takes the customers’ opinion into account while implementing the right amount of technology that should pave the way to a sustainable future for stationary retail.

Keywords: AI; digitalization; NFC; retail; technology (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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