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Enhancing shopping experiences in smart retailing.

Lorena Bourg1, Thomas Chatzidimitris2,3, Ioannis Chatzigiannakis4

  • 1Planet Media Studios, Madrid, Spain.

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Summary
This summary is machine-generated.

Small retailers can thrive by forming business alliances and adopting digital services. The SMARTBUY distributed shopping mall integrates online and in-store experiences, boosting customer value and sales.

Keywords:
Context awarenessEcosystemGeo-located marketingInventory managementLocation-based searchRecommendationRetailerShopping mallSmart citiesSmart retailinge-Commerce

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Area of Science:

  • Retail Management
  • Digital Transformation
  • E-commerce Technology

Background:

  • The retail sector faces challenges from online competition and changing consumer habits.
  • Independent urban retailers experience declining sales.
  • Business alliances offer potential for economies of scale and digital innovation.

Purpose of the Study:

  • To introduce the SMARTBUY ecosystem, a distributed shopping mall concept.
  • To outline the architectural components and functionalities of SMARTBUY.
  • To evaluate the pilot execution and technology acceptance of SMARTBUY.

Main Methods:

  • Development of the SMARTBUY ecosystem with features like centralized inventory, geo-located marketing, location-based search, and personalized recommendations.
  • Pilot execution of SMARTBUY over 12 months in four European cities.
  • Analysis of technology acceptance factors for business alliances.

Main Results:

  • SMARTBUY successfully integrates online and brick-and-mortar retail.
  • The pilot demonstrated the feasibility of a distributed shopping mall model.
  • Key technology acceptance factors were identified for similar business alliances.

Conclusions:

  • The SMARTBUY ecosystem offers a viable blended retailing paradigm.
  • Business alliances and digital service integration are crucial for independent retailers' survival and growth.
  • Understanding technology acceptance is vital for deploying collaborative retail platforms.