Abstract
Due to digital innovations, retailing is undergoing radical changes. Scholars have proposed
frameworks to address outcomes of implementing technology e.g., an increased customer
experience, efficiency gains, consumer or employee acceptance. Existing frameworks
concentrate primarily on the consumer perspective, focus on specific technologies (e.g., AI)
and covering the customer journey. In contrast, this paper also focuses on the employee
perspective, and how technology influences the employee journey. Since the convenience
offered by online retailers puts offline retailers under pressure, this research focuses on instore technology. Based on a comprehensive review of managerial and academic literature
and expert interviews, we propose a framework covering customers and employees, and
technology’s function (increasing efficiency or experience), as also including more traditional
and newer technologies, such as robots and AI. We identify and showcase technologies
increasing efficiency for customers (quadrant 1, e.g., checkout options or autonomous stores)
or for employees (quadrant 2, e.g., in-store robots), and enhancing the experience for
customers (quadrant 3, e.g., retailer apps or communication) or for employees (quadrant 4,
e.g., exoskeletons or smart wearables). Finally, for each of these quadrants, we identify future
research opportunities.