Retail technologies that enhance the customer experience: a practitioner-centred approach

Technology has helped consumers embrace new ways of shopping. This article aims to explore how retailers capitalise on technology to create a differentiated customer experience (CX). The study provides a list of 15 shopper-facing technologies that retailers assess when aiming to improve CX and develops a framework to classify them. To do so, an exploratory study is conducted based on a qualitative enquiry and a survey of 201 retail experts. Data are analysed using content, descriptive, and correspondence analyses. The results spell out three groups of technological solutions that retailers should consider when aiming to create an enhanced CX: (1) technologies that contribute to improving experiential aspects of the shopping experience, (2) technologies that reduce friction throughout the customer journey and (2) technologies that enhance transparency and brand trust. The findings of this study offer key insights to retail companies who face the challenge of investing in technological advancements that deliver superior value to customers while supporting their firm’s long-term economic goals.