Digital integration in physical retailing. How shoppers augment their own instore experience with a smartphone
Khan, K., Graham, C. and O'Rourke, G. (2022). Digital integration in physical retailing. How shoppers augment their own instore experience with a smartphone. International Conference on the Leadership and Management of Projects in the digital age (IC:LAMP 2022).
|Authors||Khan, K., Graham, C. and O'Rourke, G.|
For physical retailers, it is strategically limiting to consider digital innovation, as much literature suggests, solely in terms of integrating online features within store. There is potential competitive advantage in leveraging customer-led technology adoption, specifically smartphones to augment the physical experience over the virtual in more novel ways. In this paper three aspects are identified as having potential for digital transformations because they are unique to offline retailing. The first is retail socialisation. An extensive literature examines the role of new technologies in mediating or replacing social exchanges in the customer retailer relationship. But this is to overlook the fact that shopping with companions can be a hedonic leisure activity, motivated by cultural factors, which smartphone use is shared amongst each other. The second is the omni-sensory shopper experience – despite unconstrained choice, the online shopper experience is still limited to just two senses, sight and sound. Physical retailing has no such constraint providing an increased engaged experience which shoppers share via the use of their smartphones. The third is total shopper gratification – unlike the online experience, most physical service encounters involving a tangible product will demonstrate that product and its alternatives can be fulfilled without delay.
|Keywords||Digital Integration; In-store Shopping; Mobile Phones; Physical Retailing|
|Web address (URL)||https://iclamp.asu.edu.bh|
|Accepted author manuscript|
File Access Level
|27 Nov 2022|
|Publication process dates|
|Accepted||14 Oct 2022|
|Deposited||29 Nov 2022|
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