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The future of in-store technology

Author

Listed:
  • Dhruv Grewal

    (Babson College)

  • Stephanie M. Noble

    (University of Tennessee)

  • Anne L. Roggeveen

    (Babson College)

  • Jens Nordfalt

    (University of Bath)

Abstract

This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a 2 × 2 typology of different innovative and futuristic technologies focusing on their level of convenience and social presence for the consumer. Next, we offer a series of propositions based on the idea that convenience and social presence can trigger vividness by enhancing consumer involvement, imagery, and elaboration, which ultimately leads to enhanced sales. Finally, the paper then focuses on four moderating areas—consumer traits, product/service dimensions, mental models and social networks—to understand how they might impact the vividness experienced via the technology.

Suggested Citation

  • Dhruv Grewal & Stephanie M. Noble & Anne L. Roggeveen & Jens Nordfalt, 2020. "The future of in-store technology," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 96-113, January.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:1:d:10.1007_s11747-019-00697-z
    DOI: 10.1007/s11747-019-00697-z
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    References listed on IDEAS

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