Consumers Attitudes to Innovations in Retail: A Case of Introducing the Self-Scanning Technology in Russia

Elena Korchagina ()
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Elena Korchagina: Peter the Great St. Petersburg Polytechnic University, Russia & State Institute of Economics, Finance, Law and Technology, Russia

Eurasian Journal of Business and Management, 2019, vol. 7, issue 3, 34-43

Abstract: Currently, retail is one of the most innovative economic sectors. High competition forces retailers to look for new ways and methods of working with consumers. The introduction of innovative technologies allows retailers to improve the quality of service, become more attractive for their consumers and form consumer loyalty to their brands. At the same time, not all innovations meet the expectations of retailers. Consumers are not always ready to use innovative products and technologies, preferring traditional shopping formats. This problem is particularly relevant for emerging markets. The goal of our research is to analyze the experience of retail innovations using in the Russian market. The object of our research was the self-scanning technology, which has just appeared on the Russian market. This technology allows a consumer to make purchases independently without the assistance of the seller. At the entrance to the store the consumer can take a special device. Next, the consumer selects the desired product and scans its bar code with a personal scanner. During the scan, the screen displays the price of the product, the size of the discount and the total amount of the purchase. This avoids the problems associated with incorrect price tags and product discounts. The consumer can pay for the purchase at the self-checkout. In spite of a number of obvious advantages for the buyer, the self-scanning technology expansion is very slow in the Russian market. Our research is focused on studying the experience of using the self-scanning technology, as well as the buyer’s difficulties and problems with it. Observation and formalized survey were chosen as research methods. The results of the study allowed us to develop the recommendations for retailers to encourage their customers to use the self-scanning technology.

Keywords: Russian Retail; Customer Behavior; Perception of Innovation; Problems of Innovations Spreading (search for similar items in EconPapers)
Date: 2019
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