Blurring of the channel boundaries: The impact of advanced technologies in the physical fashion store on consumer experience

Abstract:

This paper examines the effective integration of online within the offline physical store in one holistic shopping experience in the fashion field. It explores the merging of three key dimensions in creating an integrated experience – physical store variables, advanced technologies implementation and consumer attitudes and motivations. An extensive literature review was conducted from which a conceptual framework ensued. A multi-method qualitative research utilising case study strategy was adopted. The data was collected by observation of fashion stores with advanced technology implementation, experiential consumer interviews to examine motivations, behaviour and interaction with advanced technologies inside the physical store. Finally, interviews with experts provided insights on the role of the store, experiential retailing and the implementation of advanced technologies. The study revealed that targeting more than one human sense positively impacts the shopping experience. Consumer motivations reflected that browsing and idea motivations were determinant drivers to visit the store, on and offline. The role of advanced technologies in the physical store suggests that research online and purchase offline is an essential step in shopping activities. The use of mobile has gained importance, providing opportunities for fashion retailers.The conceptual framework identified the elements that encompass an online-offline shopping experience and serves as a first step in generating an integrated experience. The findings presented are limited to UK fashion retail and cannot be generalised outside the examined cases. The study acknowledges that the research presented is a simplified version of the real shopping experience, as it may be affected by factors other than store design (e.g. service personnel, product). However, this study serves as a starting point for future research in this nascent field of study. This study contributes to knowledge by uniting three previously separate dimensions within the proposed conceptual framework. It provides useful practical insights and recommendations for retailers on the role and usage of technology inside the physical store to aid the consumer-shopping journey. The research makes a unique contribution to on-offline integration and the usage of advanced technologies literature, a relatively new field of academic research. It delivers a comprehensive understanding of advanced technologies, their current use by fashion retailers and the opportunities for their further integration.