Innovation in Retail Process: From Consumers’ Experience to Immersive Store Design

Authors

  • Eleonora Pantano Department of Business Science, University of Calabria (Italy)
  • Giuseppe Laria Department of Linguistics, University of Calabria

DOI:

https://doi.org/10.4067/S0718-27242012000300016

Keywords:

technology management, innovation, virtual reality, retailing, consumer perception

Abstract

Due to the current advances in Information and Communication Technologies and consumers’ increasing interest in entertaining and interactive retail environments, the sector of retailing is forced to pursuit innovation to maintain existing consumers and attract new ones. Especially the use of virtual reality techniques offers tools for supporting the design of innovative systems capable of enhancing this process. The aim of this paper is to integrate the consumers’ experience in the development of innovation process for retailing. In particular, our findings highlight how the immersive technologies can be an efficient tool for pushing innovation in retailing. Therefore, the paper provides important issues for scholars and practitioners.

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Author Biographies

Eleonora Pantano, Department of Business Science, University of Calabria (Italy)

Eleonora Pantano, is a Post doc research fellow at University of Calabria (Italy) in cooperation with Technical University of Eindhoven (The Netherlands).  She holds a PH.D degree in “Psychology of Programming and Artificial Intelligence”.

Her research interests are related to the management of advanced technologies and innovation in retailing, with emphasis on the investigation of consumer behaviour.

Furthermore, she is member of the Editorial Board and hoc reviewer of numerous international journals.

She was the Highly Commended Award winner of the 2008/2009 Emerald/EMRBI Business Research Award for Young Researchers.

Giuseppe Laria, Department of Linguistics, University of Calabria

He is a Phd candidate in "Psychology of Psychology of Programming and Artifical Intelligence" at University of Calabria (Italy). His researches involves 3D graphics and Human-Computer Interaction

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Published

2012-09-24

How to Cite

Pantano, E., & Laria, G. (2012). Innovation in Retail Process: From Consumers’ Experience to Immersive Store Design. Journal of Technology Management & Innovation, 7(3), 198–206. https://doi.org/10.4067/S0718-27242012000300016

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Section

Research Articles