{"title":"技术辅助的顾客体验创新：零售业的实施模式","authors":"Federico Artusi, Stefano Magistretti, Emilio Bellini, Claudio Dell'Era","doi":"10.1111/caim.12646","DOIUrl":null,"url":null,"abstract":"<p>Retailers are increasingly leveraging emerging digital technologies to enhance and deliver memorable and timely customer experiences. However, more research is needed to understand how these technologies are being implemented. Therefore, we conducted an fsQCA analysis of 32 retail cases of early adopters of beacon technology. Our findings reveal three main modes of implementation of emerging digital technologies in the retail customer experience: <i>automation</i>, <i>augmentation</i>, and <i>customization</i>. These modes can be interpreted as enablers that enhance the value of utilitarian and/or hedonic experiences, rather than as drivers of innovation per se. Our study adds a new perspective to the debate about the role of digital technologies in driving innovation. Moreover, the three modes identified provide managers with practical guidelines for the implementation of emerging digital technologies in retail environments.</p>","PeriodicalId":47923,"journal":{"name":"Creativity and Innovation Management","volume":"34 2","pages":"414-426"},"PeriodicalIF":3.7000,"publicationDate":"2024-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/caim.12646","citationCount":"0","resultStr":"{\"title\":\"Technology-Aided Customer Experience Innovation: Implementation Modes in Retail\",\"authors\":\"Federico Artusi, Stefano Magistretti, Emilio Bellini, Claudio Dell'Era\",\"doi\":\"10.1111/caim.12646\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>Retailers are increasingly leveraging emerging digital technologies to enhance and deliver memorable and timely customer experiences. However, more research is needed to understand how these technologies are being implemented. Therefore, we conducted an fsQCA analysis of 32 retail cases of early adopters of beacon technology. Our findings reveal three main modes of implementation of emerging digital technologies in the retail customer experience: <i>automation</i>, <i>augmentation</i>, and <i>customization</i>. These modes can be interpreted as enablers that enhance the value of utilitarian and/or hedonic experiences, rather than as drivers of innovation per se. Our study adds a new perspective to the debate about the role of digital technologies in driving innovation. Moreover, the three modes identified provide managers with practical guidelines for the implementation of emerging digital technologies in retail environments.</p>\",\"PeriodicalId\":47923,\"journal\":{\"name\":\"Creativity and Innovation Management\",\"volume\":\"34 2\",\"pages\":\"414-426\"},\"PeriodicalIF\":3.7000,\"publicationDate\":\"2024-11-23\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://onlinelibrary.wiley.com/doi/epdf/10.1111/caim.12646\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Creativity and Innovation Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1111/caim.12646\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Creativity and Innovation Management","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/caim.12646","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
Technology-Aided Customer Experience Innovation: Implementation Modes in Retail
Retailers are increasingly leveraging emerging digital technologies to enhance and deliver memorable and timely customer experiences. However, more research is needed to understand how these technologies are being implemented. Therefore, we conducted an fsQCA analysis of 32 retail cases of early adopters of beacon technology. Our findings reveal three main modes of implementation of emerging digital technologies in the retail customer experience: automation, augmentation, and customization. These modes can be interpreted as enablers that enhance the value of utilitarian and/or hedonic experiences, rather than as drivers of innovation per se. Our study adds a new perspective to the debate about the role of digital technologies in driving innovation. Moreover, the three modes identified provide managers with practical guidelines for the implementation of emerging digital technologies in retail environments.
期刊介绍：
Creativity and Innovation Management bridges the gap between the theory and practice of organizing imagination and innovation. The journal''s central consideration is how to challenge and facilitate creative potential, and how then to embed this into results-oriented innovative business development. The creativity of individuals, coupled with structured and well-managed innovation projects, creates a sound base from which organizations may operate effectively within their inter-organizational and societal environment. Today, successful operations must go hand in hand with the ability to anticipate future opportunities. Therefore, a cultural focus and inspiring leadership are as crucial to an organization''s success as efficient structural arrangements and support facilities. This is reflected in the journal''s contents: -Leadership for creativity and innovation; the behavioural side of innovation management. -Organizational structures and processes to support creativity and innovation; interconnecting creative and innovative processes. -Creativity, motivation, work environment/creative climate and organizational behaviour, creative and innovative entrepreneurship. -Deliberate development of creative and innovative skills including the use of a variety of tools such as TRIZ or CPS. -Creative professions and personalities; creative products; the relationship between creativity and humour; arts and amp; humanities side of creativity.
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