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Technological Innovations Transforming the Consumer Retail Experience: A Review of Literature

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Natasha Moorhouse

    (Faculty of Business and Law)

  • M. Claudia Dieck

    (Faculty of Business and Law)

  • Timothy Jung

    (Faculty of Business and Law)

Abstract

Technological advancements are largely responsible for the intensified competitiveness within the industry and the shift in consumers shopping and buying behavior. Global trends such as mobile devices and social media have led to a revolutionary change that has driven the decline in traditional ‘brick and mortar’ footfall, leading to the unfortunate failure of long-standing retailers that once dominated our high streets. Despite survival to date, current retail firms remain with high pressure to change strategy to connect with the digital natives of today. The integration of online and physical worlds must focus on promoting the experiential benefits that the in-store environment provides by integrating emergent technologies into the entire retail process. The following paper provides an insight into current technological innovations that are transforming the consumer experience in a myriad of ways. Then, recommendations for practitioners regarding strategic implementation of future Augmented Reality (AR) and Virtual Reality (VR) technologies are presented, followed by an overview of future implications of said technologies.

Suggested Citation

  • Natasha Moorhouse & M. Claudia Dieck & Timothy Jung, 2018. "Technological Innovations Transforming the Consumer Retail Experience: A Review of Literature," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 133-143, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-64027-3_10
    DOI: 10.1007/978-3-319-64027-3_10
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    Citations

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    Cited by:

    1. Som Sekhar Bhattacharyya, 2020. "Humanistic Orientation in Firm–Stakeholder Technology-based Interaction and Its Impact on Stakeholder Satisfaction," Emerging Economy Studies, International Management Institute, vol. 6(1), pages 86-105, May.
    2. Hinsch, Chris & Felix, Reto & Rauschnabel, Philipp A., 2020. "Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Albors-Garrigos, Jose, 2020. "Barriers and enablers for innovation in the retail sector: Co-innovating with the customer. A case study in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Sarah Hudson & Sheila Matson-Barkat & Nico Pallamin & Guillaume Jégou, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Post-Print hal-02159315, HAL.
    5. Gong, Taeshik & Wang, Chen-Ya & Lee, Kangcheol, 2022. "Effects of characteristics of in-store retail technology on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Tsung-Hung Lee & Fen-Hauh Jan, 2022. "Development and Validation of the Smart Tourism Experience Scale," Sustainability, MDPI, vol. 14(24), pages 1-16, December.

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