Managerial approaches and sociotechnical implications of the adoption of consumer-facing in-store technology in organizational processes: the case of fashion retail

Purpose Fashion retailers have increasingly adopted consumer-facing in-store technology (CFIT) to enhance the customer experience/service provision. This paper aims to explore managerial experiences and sociotechnical implications of introducing these technologies into organizational working processes. Design/methodology/approach This study draws on interpretive analysis of semi-structured interviews with 74 senior fashion retail industry practitioners, technology providers and consultants to understand managerial perspectives on technological innovation issues. Findings Endogenous and exogenous factors act as drivers or barriers to CFIT adoption and are influenced by strategic and tactical motives. Key issues that retail managers encounter include challenges in aligning technology implementation with retailer brand image to manage risk and reputation, with additional complexity arising from different internal and/or external actors involved, as well as required levels of change in organizational structure. Originality/value This study contributes an empirically derived framework identifying reasons for – and the drivers/barriers influencing – fashion retailers' CFIT adoption, classifying three broad approaches to CFIT adoption: embedded, transformative and opportunistic.