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

In: Exploring Omnichannel Retailing

Author

Listed:
  • Patsy Perry

    (School of Materials, University of Manchester)

  • Anthony Kent

    (Nottingham Trent University)

  • Francesca Bonetti

    (School of Materials, University of Manchester)

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.

Suggested Citation

  • Patsy Perry & Anthony Kent & Francesca Bonetti, 2019. "The Use of Mobile Technologies in Physical Stores: The Case of Fashion Retailing," Springer Books, in: Wojciech Piotrowicz & Richard Cuthbertson (ed.), Exploring Omnichannel Retailing, pages 169-195, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-98273-1_8
    DOI: 10.1007/978-3-319-98273-1_8
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