E-Commerce in a Physical Store: Which Retailing Technologies Add Real Value?

Linzbach Peter (), Inman J. Jeffrey () and Nikolova Hristina ()
Additional contact information
Linzbach Peter: Chairman & CEO, Small Capital Investment GmbH and Visiting Lecturer, University of Cologne, Cologne, Germany
Inman J. Jeffrey: Albert Wesley Frey Professor of Marketing, Katz Graduate School of Business University of Pittsburgh, PA, USA
Nikolova Hristina: Coughlin Sesquicentennial Assistant Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA

NIM Marketing Intelligence Review, 2019, vol. 11, issue 1, 42-47

Abstract: To remain competitive in a connected world, offline retailers have responded with integrating digital in-store technologies into their physical servicescapes. Often, the introduction of multichannel connecting services like click & collect or order from or return to store are first steps. Shopper-facing advanced technologies can be key to creating a different physical shopping experience for consumers and delivering benefits to retailers such as improved traffic, conversion and baskets or streamlined operational cost. In general, consumers consider retailing technologies as useful. However, shoppers assess the fairness of the exchange about procedures, outcome and treatment and the value of the technology they receive compared to what the retailer gets. Also, satisfaction, trust and privacy concerns are relevant for customers. Retail managers need to ensure the functionality and safety of their application and take consumer concerns seriously. Also, they need to address privacy concerns and build trust, if they want proximity marketing to deliver on its promise of increasing basket size or attracting new shoppers.

Keywords: Instore E-commerce; Retail Technology; Marketing Automation; Process Automation; Customer Response (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/nimmir-2019-0007 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:11:y:2019:i:1:p:42-47:n:7

DOI: 10.2478/nimmir-2019-0007

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().