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Table 1 In-store technology infusion examples pertaining to quadrants in 2 x 2 typology

From: The future of in-store technology

Author(s)RetailersSummary of In-Store Technology Infusion
Low Convenience, Low Social Presence (LoCo-LoSo)
Sifferlin (2013)Hugo Boss, MarriottScent machines that disperse company-linked scents throughout store.
Rubin (2018); Zhang (2018)Amazon 4-star; Fry’sDigital price tags at Amazon 4-Star Stores updated based on prices and display different prices for Prime members. At Fry’s, digital price tags also feature video ads, coupons, and nutritional information; stores can instantly change prices and activate promotions to undercut competitors.
High Convenience, Low Social Presence (HiCo-LoSo)
Bosak (2008); Malone (2018)Kroger; Stop & ShopSelf-checkout using mobile, handheld scanners that allow consumers to scan groceries as they shop, bag them instantly, and leave the store after paying at self-checkout lane; options to pay through the scanners will exist in future.
Terdiman (2018)Amazon Go StoreGrab and go options that require consumers to scan their smartphones upon entry; they can then grab items and walk out, without needing to check out, because AI and cameras capture what consumers purchase and charge their account.
Ryan (2017)DSW shoes, Walmart Canada, Bee Hex3D printers
• DSW: mobile scanners capture up to 5000 data points and allow consumers to customize shoes at pop-up locations.
• Walmart Canada: consumers create and print their own Christmas ornaments.
• Bee Hex: start-up company uses a food printer to help consumers create pizzas in any shape.
Joseph (2017); Gonzalez (2018)IKEA; Kate SpadeAugmented reality
• Consumers upload pictures of their room and virtually place IKEA furniture in it to create a desired look.
• Consumers can create custom Kate Spade handbags using an in-store augmented reality display that senses which bag the consumer has picked up, then offers various options for the consumer to choose to express personality (e.g., straps, flaps, bag charms).
Ingram (2017)Geissler GroceryIn-store kiosks list recipe ideas, deal promotions, and information; consumers can review the deals and recipes to find ones that meet their needs.
Ridden (2012); Datoo (2013)RenewDigital communication recycling bins track unique identification numbers, recognize people as they pass by, and send them targeted advertisements. Stores might rely on the same tracking device in the future so that they can send consumers walking near the bin advertisements if a unique identification number appears.
Low Convenience, High Social Presence (LoCo-HiSo)
Edelson (2014)Kate SpadeCeiling projection systems “Pick me up” signs on tables; when consumers can pick up and explore the products, they show social media images and styling pictures on the tables.
Rigby (2017)QuizScatter wall, or digital screens that showcase social media content, photos, and videos from the retailer’s campaigns.
Barker (2018)SchnucksEmbodied inventory/supply chain robots such as Tally that roam stores, assessing inventory levels; the robot has two blinking eyes on a digital screen to make it look friendly.
High Convenience, High Social Presence (HiCo-HiSo)
Carman (2017); Sephora (2018)SephoraSocial augmented reality that allows consumers to take pictures of themselves and then try on cosmetics and receive suggestions, both from the app and from friends with whom the consumers share the pictures on social media.
Grosman (2017)Rebecca MinkoffSmart mirrors in dressing rooms allow shoppers to adjust the lighting and contact sales associates to obtain other desired products. Consumers can also see the items they are trying on in different colors or accessorized with various items to create unique looks.
Bandaranayake (2018)Marriott & DominosDisembodied robots such as Alexa can turn on lights or provide information in response to requests from Marriott hotel guests, or else allow consumers to order pizza from Domino’s through a voice-activated assistant.
Grosman (2017)LowesEmbodied customer service robots such as LoweBot roam stores to allow consumers to interact with it and get answers to their questions.