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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bourkalis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: Paving the way from the traditional to metaverse retailing. Electronic Commerce Research., 9(1), 135–148.
Chaffey, D. (2016). The state of mobile marketing 2016. Smart Insights: Actionable Marketing Advice.
Dacko, S. G. (2016). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 1, 1–14.
Hopping, D. (2000). Technology in Retail. Technology in Society, 22(1), 63–74.
Javornik, A. (2016a). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252–261.
Javornik, A. (2016b). “It’s an illusion, but it looks real!” consumer affective, cognitive and behavioral responses to augmented reality applications. Journal of Marketing Management, 987–1011.
Javornik, A., Rogers, Y., Moutinho, A. M., & Freeman, R. (2016). Revealing the shopper experience of using a ‘Magic Mirror’ augmented reality make-up application.
Johnson, D. S., Bardhi, F., & Dunn, D. T. (2008). Understanding how technology paradoxes affect customer satisfaction with self-service technology: The role of performance ambiguity and trust in technology. Psychology & Marketing, 25(5), 416–443.
Jung, T., tom Dieck, M. C., Moorhouse, N., & tom Dieck, D. (2017, January). Tourists’ experience of virtual reality applications. Paper presented at the IEEE International Conference on Consumer Electronics. Las Vegas.
Kipper, G., & Rampolla, J. (2013). Augmented reality, an emerging technologies guide to AR. US: Elsevier.
Lai, P. M., & Chuah, K. B. (2010). Developing an analytical framework for mobile payments adoption in retailing: a supply-side perspective. Proceedings of International Conference on Management of e-Commerce and e-Government, 356–361.
Liao, T. (2015). Augmented or admented reality? The influence of marketing on augmented reality technologies. Information, Communication & Society, 18(3), 310–326.
McKone, D. Haslehurst, R. & Steingoltz, M. (2016). Virtual and augmented reality will reshape retail. Harvard Business Review, 2–1.
Moorhouse, N., tom Dieck, M. C., & Jung, T. (2017). Augmented reality to enhance the learning experience in cultural heritage tourism: An experiential learning cycle perspective. e-Review of Tourism Research. 8:1–5.
Nathalie, T. M. D., & Djelassi, S. (2016). An integrated model of self-service technology (SST) usage in a retail context. International Journal of Retail and Distribution Management, 44(5), 540–559.
Neuhofer, B., Buhalis, D., & Ladkin, A. (2015). Smart technologies for personalized experiences: a case study in the hospitality domain. Electron Markets, 1, 243–254.
Niemeier, S., Zocchi, A., & Catena, M. (2013). Reshaping retail: Why technology is transforming the industry and how to win in the new consumer driven world. Wiley and Sons Ltd.
Oh, H., Yoon, S., & Shyu, C. (2008). How can virtual reality reshape furniture retailing? Clothing and Textiles Research Journal, 26(2), 143–163.
Pantano, E., Priporas, C. V., Sorace, S., & Iazzolino, G. (2017). Does innovation-orientation lead to retail industry growth? empirical evident from patent analysis. Journal of Retailing and Consumer Services, 1, 88–94.
Piotrowicz, W., & Cuthbertson, R. (2016). Introduction to the Special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4):5–15.
Poushneh, A., & Vazquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229–234.
Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2016). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting & Social Change, 1–14.
Retail Research. (2016). Who’s gone bust in retailing 2010–2016? centre for retail research. Retrieved, December, 2016, from http://www.retailresearch.org/whosegonebust.php.
Rosedale, P. (2017). Virtual reality: The next disruptor: A new kind of worldwide communication. IEEE Consumer Electronics Magazine, 6(1), 1–5.
Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59, 149–161.
Statista, (2016a). Global spending on mobile apps from 2009–2015 (in billion U.S. dollars). Retrieved January, 2017, from https://www.statista.com/statistics/236519/global-spending-on-mobile-apps-since-2009/.
Statista, (2016b). Global social network penetration rate as of January 2016, by region. Retrieved January, 2017, from https://www.statista.com/statistics/269615/social-network-penetration-by-region/.
Statista, (2016c). Mobile Payments. Retrieved January, 2017, from https://www.statista.com/outlook/331/100/mobile-payments/worldwide#market-users.
Statista, (2016d). Forecast revenue for virtual reality products* worldwide from 2014 to 2018 (in million U.S. dollars). Retrieved January, 2017, from https://www.statista.com/statistics/426276/virtual-realiy-revenue-forecast-worldwide/.
Statista, (2016e). Forecast augmented and virtual reality market revenues worldwide from 2016–2020. Retrieved January, 2017, from https://www.statista.com/statistics/612845/global-augmented-virtual-reality-revenue/.
Taylor, E. (2016). Mobile payment technologies in retail: a review of potential benefits and risks. International Journal of Retail and Distribution Management, 44(2), 159–177.
Yarrow, K. (2014). Decoding the new consumer mind. How and why we shop and buy…….. :Jossey-Bass.
Young, S. (2016). Virtual diamonds and Dior Eyes: Could augmented reality be about to revolutionise fashion retail? Retrieved January, 2017, from http://www.independent.co.uk/life-style/fashion/augmented-reality-virtual-reality-fashion-retail-a7425076.html.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG
About this chapter
Cite this chapter
Moorhouse, N., tom Dieck, M.C., Jung, T. (2018). Technological Innovations Transforming the Consumer Retail Experience: A Review of Literature. In: Jung, T., tom Dieck, M. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-319-64027-3_10
Download citation
DOI: https://doi.org/10.1007/978-3-319-64027-3_10
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-64026-6
Online ISBN: 978-3-319-64027-3
eBook Packages: Business and ManagementBusiness and Management (R0)