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Opportunities for Innovation in the Delivery of Interactive Retail Services

Leonard L. Berry, Ruth Bolton, Cheryl H. Bridges, Jeffrey Meyer, A. Parasuraman and Kathleen Seiders

Journal of Interactive Marketing, 2010, vol. 24, issue 2, 155-167

Abstract: In today's volatile economy, innovation in providing interactive services to consumers through a variety of channels is critical in retailing. Interactive service innovations offer opportunities for retailers by creating new markets or offering new benefits in existing markets. They also pose threats as existing customers encounter new alternatives offered by competitors. This article explores some of the most promising opportunities in interactive retail services; namely, the increasing power of consumers, channel synergies, pre- and post-transaction service, optimal use of resources, and consumer heterogeneity. In discussing these areas of opportunity we identify knowledge gaps and suggest research questions relevant to these gaps that warrant attention. Collectively, these questions offer a research agenda for the topic of interactive retail service innovation.

Keywords: Retail; Interactive services; Innovation (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:24:y:2010:i:2:p:155-167

DOI: 10.1016/j.intmar.2010.02.001

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