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The Use of Mobile Technologies in Physical Stores: The Case of Fashion Retailing

  • Patsy Perry
  • Anthony Kent
  • Francesca Bonetti
Chapter

Abstract

This chapter considers the value of consumer-facing mobile technologies as a component of the in-store shopping experience and their role in bridging digital and physical retail environments. Mobile technology is increasingly integrated into the physical retail store. By incorporating digital features into the store environment, retailers aim to exceed customer expectations, compete more effectively with online pure-players and offer a unique shopping experience. This chapter reviews various technologies employed in the retail fashion sector and considers their benefits and challenges alongside a discussion of theoretical models that may be used to indicate the success of such technologies from a consumer adoption perspective. Three mini-cases show how fashion retailers with different customer objectives integrate consumer-facing mobile technology into their store experience.

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© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.School of Materials, University of ManchesterManchesterUK
  2. 2.Nottingham Trent UniversityNottinghamUK

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