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


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



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


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.


Download data is not yet available.

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


ALGHARABAT, R., Dennis, C. (2010). 3D product authenticity model for online retail: An invariance analysis. International Journal of Business Science and Applied Management, 5 (3), 14-30.

BAUER, J.C., Kotouc, A.J., Rudolph, T. (in press.). What constitutes a “good assortment”? A scale for measuring consumers’ perception of an assortment offered in a grocery category. Journal of Retailing and Consumer Services.

CHEN, L.-D.,Tan, J. (2004).Technology Adaptation in E-commerce: Key Determinants of Virtual Store Acceptance. European Management Journal, 22 (1), 74-86.

CHIU, C.-M., Huang, H.Y., Yen, C.-H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9, 148-159.

DAVIS, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, 319-340.

FULLER J., Hutter K., Faullant R. (2011). Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions. R&D Management, 41 (3), 259-273.

HA, S., Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62, 565-571.

HSIAO, M.-H. (2009). Shopping mode choice: Physical store shopping versus e-shopping. Transportation Research Part E., 45, 86-95.

IQBAL, M., Hashmi M.S.J. (2001). Design and analysis of a virtual factory layout. Journal of Materials Processing Technology, 118, 403-410.

JIN, S.-A.A. (2009). The Roles of Modality Richness and Involvement in Shopping Behaviour in 3D Virtual Stores. Journal of Interactive Marketing, 23 (3), 234-246.

JUGEND D., da Silva, S.L. (2012). Integration in new product development: case study in a large Brazilian high-technology company, Journal of Technology Management & Innovation, 7 (1), 52-63.

KANG,Y.S., Lee, H. (2010). Understanding the role of an IT artifact in online service continuance:An extended perspective of user satisfaction. Computers in Human Behavior, 26, 353-364.

KIM, J., Fiore, A.M., Lee, H.-H. (2007). Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behaviour towards an online retailer. Journal of Retailing and Consumer Services, 14, 95-107.

KORVES, B., Loftus, M. (2000). Designing an immersive virtual reality interface for layout planning. Journal of Materials Processing Technology, 107, 425-430.

LARIA, G., Pantano, E. (2011). Immersive environments for an advanced technology-based store. Proceedings of 17th International Conference on Networked Computing and Advanced Information Management. IEEE, pp. 218-221.

LEE, K.C., Chung, N. (2008). Empirical analysis of consumer reaction to the virtual reality shopping mall. Computers in Human Behavior, 24, 88-104.

LEE, J., Han, S., Yang, J. (2011). Construction of a computer- simulated mixed reality environment for virtual factory layout planning. Computers in Industry, 62, 86-98.

LIU, C., Forsythe, S. (2011). Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping. Journal of Retailing and Consumer Service, 18, 101-109.

LUBECK, R.M., Wittmann, M.L., Battistella L.F. (2012). Electronic ticketing system as a process of innovation. Journal of Technology Management & Innovation, 7 (1), 17-30.

MUMMALANENI, V. (2005). An empirical investigation of Web site characteristics, consumer emotional states and on-line shopping behaviours. Journal of Business Research, 58, 526-532.

NIININEN, O., Buhalis, D., March, R. (2007). Customer em- powerment in tourism through consumer centric marketing (CCM). Qualitative Market Research: An International Journal, 10 (3), 265-281.

OH, S.H., Kim, Y.M., Lee, C.W., Shim, G.Y., Park, M.S., Jung, H.S. (2009). Consumer adoption of virtual stores in Korea: Focusing on the role of trust and playfulness. Psychology & Marketing, 26 (7), 652-668.

OH, J., Fiorito, S.S., Cho, H., Hofacker, C.F. (2008). Effects of design fact ors on store image and expectation of merchandise quality in web-based stores. Journal of Retailing and Consumer Services, 15, 237-249.

OLSEN,T. O.,Welo,T. (2011). Maximizing product innovation through adaptive application of user-centered methods for defining customer value. Journal of Technology Management & Innovation, 6 (4), 172-192.

PANTANO, E., Corvello,V. (2010). Digital contents management for improving consumers’ experience. International Journal of Digital Content Technology and its Application, 4 (7), 8-10.

PANTANO, E., Naccarato, G. (2010). Entertainment in retailing: the role of advanced technologies. Journal of Retailing and Consumer Services, 17 (3), 200-204.

PANTANO E., Viassone M. (in press). Consumers’ expectation of innovation: shift retail strategies for more attractive points of sale. International Journal of Digital Content Technology and its Application.

PARKER J.R., Lehmann, D.R. (2011). When Shelf-Based Scarsity Impacts Consumer Preferences. Journal of Retailing, 87 (2), 142-155.

POLYS, N.F., Kim, S., Bowman, D.A. (2005). Effects of information layout, screen size, and field of view on user performance in information-rich virtual environments. Proceedings of the ACM symposium on Virtual reality software and technology, pp. 48-49.

SANCHEZ, A., Lago A., Ferras, X., Ribera, J. (2011). Innovation management practices, strategic adaptation, and business results: evidence from the electronics industry. Journal of Technology Management & Innovation, 6 (2).

SCHLOSSER, A.E., Shavitt, S. (2009). The effect of perceived message choice on persuasion. Journal of Consumer Psychology, 19, 290-301.

SMITH, R.P., Heim, J.A. (1999). Virtual facility layout design: The value of an interactive three-dimensional representation. International Journal of Production Research, 37 (17), 3941-3957.

SODERLUND, M., Julander, C.-R. (2009). Physical attractiveness of the service worker in the moment of truth and its effects on customer satisfaction. Journal of Retailing and Consumer Services, 16 (3), 216-226.

TSAI,Y.C.,Yeh, J.C. (2010). Perceived risk of information security and privacy in online shopping: A study of environmentally sustainable products. African Journal of Business Management, 4 (18), 4057-4066.

UDO G.J., Bagchi, K.K., Kirs, P.J. (2010). An assessment of customers’ e-service quality perception, satisfaction and intention. International Journal of Information Management, 30, 481-492.

VIEIRA, V.A. (2010). Visual aesthetics in store environment and its moderating role on consumer intention. Journal of Consumer Behaviour, 9, 364-380.

VRECHOPOULOS, A.P., O’Keefe, R.M., Doukidis, G.I., Siom- kos, G.J. (2004). Virtual store layout: an experimental comparison in the context of grocery retail. Journal of Retailing, 80 (1), 13–22.

WANG, Y.J., Minor, M.S., Wei, J. (2011). Aesthetic and the online shopping environment: Understanding consumer responses. Journal of Retailing, 87 (1), 46-58.




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.



Research Articles