Analysis of the impact on the customer experience due to the integration of interactive technology in a retail space

The presence of technology in physical retail sites has a great tendency to incorporate smart and interactive elements; given this situation, the concept of smart retail arises to reinvent and, at the same time reinforcing, the role of stores in offering a better customer experience to consumers through the use of technology. This study explores the level of acceptance, interaction, and perception of users in technologically improved environments, the role of technology as a variable in the store's atmosphere