Technology-enabled personalization in retail stores: Understanding drivers and barriers
Abstract
Smart technologies grant brick-and-mortar retailers novel opportunities to introduce the amenities of online retailing, such as data-driven personalization, into physical interactions. Research on consumer reactions to the novel phenomenon of technology-enabled personalization (TEP) in retail stores is scarce though, so the current article proposes a conceptualization that demarcates TEP from broader notions of personalization. Qualitative data...
Paper Details
Title
Technology-enabled personalization in retail stores: Understanding drivers and barriers
Published Date
Feb 1, 2021
Journal
Volume
123
Pages
140 - 155
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