ES Research Day

This study focuses on innovative ways to digitally instrument the servicescape in bricks-and-mortar retailing. In the present digital era, technological developments allow for augmenting the shopping experience and capturing moments-of-truth along the shopper's path-to-purchase. This article provides an encompassing inventory of cutting-edge technologies resulting from a systematic screening of three secondary data sources, over 2008-2014: (1) marketing literature, (2) retailing related ICT publications, and (3) related business practices (e.g., retail labs and R&D departments). An affinity diagram approach allows for clustering and categorizing the technologies in terms of (1) type of customer value that they offer, and (2) stage in the path-to-purchase they mainly pertain to. This in-depth analysis results in a comprehensive inventory of innovative retail technologies that allows for verifying the suitability of new technologies for targeted in-store shopper marketing objectives. The article concludes with a research agenda.