Side-by-Side phygital selling interactions: New forms of social interaction around screens

Vente en côte à côte: comprendre les nouvelles formes d’interaction sociale autour des écrans

Yonathan Silvain Roten (), Régine Vanheems and Dimitri Laroutis ()
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Yonathan Silvain Roten: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Régine Vanheems: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Dimitri Laroutis: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne

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Abstract: • Research objectives The proliferation of in-store digital tools generates new forms of interaction between sales staff and customers, as well as new dynamics of selling interaction. By investigating how customers and sales staff interact, side-by-side in front of the same screen, this article reveals which social motivations drive such behaviors. • Methodology Leveraging the results of an exploratory qualitative study, the authors conduct a quantitative study with 499 respondents and a semi-projective approach. • Results The results reveals several personal and situational variables that inform customers' motives to interact with sales assistants around a screen. In particular, salespeople's perceived availability and their relational, technical, and digital skills strongly influence the resulting interaction. • Managerial implications By combining insights from social psychology and econometric data processing tools, this article establishes a clearer understanding of these novel, increasingly common, but rarely studied forms of interaction and also offers recommendations for updated sales team training and management. • Originality The originality of this research lies as much in the understanding of a growing yet little-studied phenomenon, as in the use of an original methodology. • Keywords: interaction around the screen, salesperson, side by side, competencies, social, phygital.

Keywords: Phygital; Social; Competencies; Side by side; Salesperson; Interaction around the screen (search for similar items in EconPapers)
Date: 2026-04-20
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Published in Décisions Marketing, 2026, 121, pp.201-223. ⟨10.3917/e.dm.121.0201⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05634926

DOI: 10.3917/e.dm.121.0201

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