Multi-Technological Solutions for In-Store Smart Retailing

Smart in-store technologies are flourishing in retail, encompassing innovations such as smart carts, in-store mobile applications, and self-checkouts. Despite their growing coexistence, configuring these technologies throughout the consumer in-store shopping journey remains underexplored. To address this issue, this study investigates effective multi-technological solutions that benefit consumers and retailers in grocery store settings from a configurational perspective, focusing on service convenience, shopping value, and retail store image. In Study 1, we developed and tested a research model relating consumer-oriented benefits (i.e., service convenience and shopping value) and retailer-oriented benefits (i.e., retail store image) using partial least squares structural equation modelling (PLS-SEM). In Study 2, fuzzy set qualitative comparative analysis (fsQCA) was used to examine the technology configurations that drive these benefits. Several effective multi-technological solutions were identified. Results show that smart shopping carts play a central role in driving several benefits, as does their combination with self-checkouts. Also, the absence of a touchscreen kiosk is identified as a core condition in an ideal shopping experience facilitated by smart shopping carts. The findings offer novel and actionable insights into effective configurational strategies for in-store technologies in smart retailing practices.