Expert Opinions on Smart Retailing Technologies and Their Impacts

Author(s): Alexander Voelz, Patrick Hafner, Christine Strauss
Abstract: The share of e-commerce has been rising uninterrupted for many years, but the largest share of sales is still achieved in stationary retail. Nevertheless, many retailers are forced to address the benefits that consumers have gotten used to through digital shopping experiences. Smart Retailing is seen as a possible solution for brick-and-mortar stores to answer the challenges created by the rise of e-commerce. This study aims to present the current state of research in Smart Retailing and evaluate its potential to confront the challenges that have arisen in the industry. To do so, we built upon insights from previous works, in which we derived specific areas of impact that need to be considered when implementing Smart Retailing technologies. In this work, we substantiate our developed assessment with empirical data generated through the analysis of exploratory expert interviews. The gain of valuable data and the personalization of the shopping experience are confirmed among the positive impact factors. At the same time, privacy concerns and customer acceptance risk were the most discussed negative impact factors in the interviews. Finally, the interview findings were used to adapt the Technology Acceptance Model to the specific context of SR. Overall, this work provides more profound insight into the essential factors that need to be considered by brick-and-mortar retailers to face the increasing pressure imposed by online competition.
Organisation(s): Research Group Knowledge Engineering, Department of Marketing and International Business
Journal: Journal of Data Intelligence
Volume: 3
Pages: 278–296
ISSN: 2577-610X
DOI: https://doi.org/10.26421/JDI3.2-5
Publication date: 2022
Peer reviewed: Yes
Austrian Fields of Science 2012: 502050 Business informatics
Portal url: https://ucrisportal.univie.ac.at/en/publications/e378b3c8-a91a-4a83-9d97-55e335831f23