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Unleashing the digital building bricks

Author

Listed:
  • Michel Muschkiet

    (University of Duisburg-Essen)

  • Tobias Wulfert

    (University of Duisburg-Essen)

  • Robert Woroch

    (University of Duisburg-Essen)

  • Gero Strobel

    (University of Duisburg-Essen)

  • Leonardo Banh

    (University of Duisburg-Essen)

Abstract

The increasing online competition, associated changes in customer behaviors, and effects of the pandemic in recent years have led to increasing retail store closures. This development has given rise to a downward spiral in terms of a decreasing attractiveness of local shopping places and a further reduction of stores. Research has recognized that smart services can unleash the potential to compensate for the competitive disadvantages of physical retailers by combining tailored physical and digital offerings to enhance customer-oriented value creation. However, most approaches are limited to in-store services without addressing the wider shopping experience in retail surroundings. Therefore, this paper provides a classification framework for smart services in retail evaluated against 163 use cases, as well as six service archetypes. This work contributes to understanding relevant service design elements and proposes applying the idea of a holistic customer experience to service design in physical retail environments.

Suggested Citation

  • Michel Muschkiet & Tobias Wulfert & Robert Woroch & Gero Strobel & Leonardo Banh, 2023. "Unleashing the digital building bricks," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    • Handle: RePEc:spr:elmark:v:33:y:2023:i:1:d:10.1007_s12525-023-00666-z
    DOI: 10.1007/s12525-023-00666-z
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    References listed on IDEAS

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    More about this item

    Keywords

    Smart service; Service design; Customer experience; Retail; Taxonomy;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes

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