In recent years, the importance of an enjoyable experience during the shopping activity increased. As a consequence, many researchers are focusing on the best application of enjoyable elements in the points of sale in order to maintain existing consumers and attract new ones. The aim of this paper is to analyze how the introduction of advanced technologies modifies the retailing context and affects consumers shopping experience. In particular, three aspects of our results emerge from a theoretical standpoint: new advantages for retailers (the possibility to achieve fast information on consumer behavior and preferences); the improvement of the point of sale; and the positive influences on consumers shopping experience.

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ARTICLE IN PRESS
Journal of Retailing and Consumer Services 17 (2010) 200–204
Contents lists available at ScienceDirect
Journal of Retailing and Consumer Services
journal homepage: www.elsevier.com/locate/jretconser
Entertainment in retailing: The influences of advanced technologies
Eleonora Pantano, Giuseppe Naccarato Ã
Department of Linguistics, via P. Bucci, cubo17b, University of Calabria, 87036 Arcavacata di Rende (CS), Italy
a r t i c l e in f o a b s t r a c t
In recent years, the importance of an enjoyable experience during the shopping activity increased. As a
Keywords: consequence, many researchers are focusing on the best application of enjoyable elements in the points
Retailing of sale in order to maintain existing consumers and attract new ones.
Shopping experience The aim of this paper is to analyze how the introduction of advanced technologies modifies the
Consumer behavior retailing context and affects consumers shopping experience. In particular, three aspects of our results
Advanced technologies emerge from a theoretical standpoint: new advantages for retailers (the possibility to achieve fast
Entertainment information on consumer behavior and preferences); the improvement of the point of sale; and the
positive influences on consumers shopping experience.
& 2010 Elsevier Ltd. All rights reserved.
1. Introduction Restaurant, and the Ralph Lauren brand which created the Ralph
Lauren Restaurant in Chicago (USA), where each element of the
In recent years, the importance of an enjoyable experience environment reflects and reminds the brand style. With the same
during the shopping activity increased (Kim, 2001; Kozinets et al., purpose, also other luxury firms are extending their signature
¨ ¨
2002; Backstrom and Johansson, 2006). In fact, several authors label into the landmark hotel (especially in exclusive places): for
carried out that consumers who enjoy the shopping experience instance, BVULGARI opened a hotel in Milan and another one in
engage more purchases if compared to those who not (Kim and Bali, and Versace opened the Palazzo Versace in the Australian
Kim, 2008). The shopping experience, therefore, can be influenced Gold Coast.
by the fun provided in the store (Diep and Sweeney, 2008). In Hence, it’s emerging new vision of the shopping places: the
particular, this experience plays an important role in the shopping places as entertaining places. The current advances in
consumers satisfaction process. Indeed, an entertainment context technologies carried out new powerful tools to improve in-store
seems to have a stronger impact on consumers satisfaction than a consumers experience.
¨
non-entertainment context (Soderlund and Julander, 2009). In The aim of this paper is to analyze how the introduction of
fact, it can add value to the goods and services provided in the advanced technologies modifies the retailing context, by provid-
store (Newsom et al., 2009; Roussos et al., 2003). ing new enjoyable elements, and how these technologies can
Moreover, the level of entertainment is a powerful tool to affect consumers shopping experience.
improve processes, by enhancing users experience. For instance, it The first part is devoted to the most used technologies in the
is very effective for facilitating learning processes (Cutr et al.,
ı points of sale; the second one analyzes the main implications of
2008; Pantano and Tavernise, 2009). these technologies for marketers and the possible influences on
In this scenario, many studies are focusing on the best consumers behavior.
application of enjoyable elements in the points of sale in order
to entertain more consumers, improve their shopping experience
and communicate the brand in new and attractive ways (Burke, 2. Advanced technologies in retailing
2002; Chang and Burke, 2007; Michon et al., 2006). To achieve
this task, several firms added in their stores entertainment The main characteristic of the current technologies applied to
elements as bar, gyms and restaurants capable to enjoy existing retailing is the interactivity. In fact, these technologies give
consumers, as well as to attract new ones. consumers the possibility to interact with the products in the
Meaningful example are the Armani brand, which added in its stores as in a videogame. For this reason, the interactive
most important Italian store (in Milan, Italy) the famous Nobu technologies (such as 3D virtual models) have been already
exploited by several e-retailers in order to enhance consumers
shopping experience (Kim et al., 2007; Yoo et al., 2010).
à Corresponding author. Tel.: + 39 0984494363; fax: + 39 0984494110. Furthermore, these tools can be used also in the real stores with
E-mail address: giuseppe.naccarato@unical.it (G. Naccarato). similar results.
0969-6989/$ - see front matter 2010 Elsevier Ltd. All rights reserved.
doi:10.1016/j.jretconser.2010.03.010

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The advanced technologies applied to retailing are usually
based on pervasive environments and mobile and ubiquitous
computing (Wasinger, 2006; Roussos et al., 2003). Pervasive
devices are often embedded into a service infrastructure, like
mobiles and RFID tags and sensors. In this case, information like
users profiles, items description and data from sensors are
synchronized and shared over the network of devices, in this
way the database is constantly updated.
2.1. RFID
Fig. 2. The IBM Personal Shopping Assistant. Source: IBM.
RFID is a radio frequency identification. It is an efficient
automatic identification technology for a variety of applications
(Roussos and Kostakos, 2009). According to Ustundag and Tanyas, From the retailers point of view, these systems allow them to
2009, the RFID is made up of an unique identification number know the quantity of the product on the shelves in real time; this
assigned to a particular item. A tag (the identity number) is information can be used to renew stock in a more efficient way,
attached to the item through a chip, which provides the unique avoiding waits and obstacles for consumers. The consequence is
identification number. As a consequence, the RFID readers collect an increasing of both the service level and the consumers
signals from multiple tags and process this data through the data propensity to buy, as well as a general increasing of the
processing system. This data contain the product information. qualitative perception of product, shop and brand (Burke, 2002).
Furthermore, RFID is especially used in the management of the Moreover the shopping assistant systems can solve the
supply chain to trace products. problem related to the planning of the target advertising to
From the consumers point of view, RFID allows them to locate specific consumers, which is a key factor in the consumers
the products in the store, which have been previously labeled satisfaction process (Iyer et al., 2005), by delivering high
with RFID tags, and achieve other information. In fact, the customized information.
products tags can refer consumers to information held in the The most meaningful example are the IBM Personal Shopping
products database that they can access through special tools. Assistant and the mobile shopping assistant (MSA) (Pantano,
These systems are usually based on shopping trolleys and 2009). One of the main advantages of these systems is the
handled devices, equipped with particular drivers which recog- multimodality of the interaction (Pantano, 2009). This modality
nize RFID tags of each product (Hansmann, 2003; Schneider, makes the interaction between consumers and system more
2004). efficient (Oviatt, 2008). In this way, the shopping assistants create
A meaningful example of RFID application in the point of sale a new standout which engages the consumers and enhances the
is available at Galeria Kaufhof Essen (Germany). In this mall, each brand.
product is tagged with an RFID, which reminds to a database with In particular, the IBM Personal Shopping Assistant (Fig. 2)
more details. Consumers can use a particular Personal Digital consists of a mobile tablet (8.400 display), a bluetooth handheld
Assistant (a portable RFID readers), which shows on the display scanner, a cart mount, a charging rack for the storage of the tablet
the information related to the products (Fig. 1). and an infrared beacon (located throughout store) for providing
Due to its low cost and ease to manage, RFID is largely used in products location information.
the development of shopping assistant systems, in order to The system allows consumers to: choose favorite items, add
support consumers during the presence in the store. items to the shopping list and find items in the store.
Furthermore, it highlights (graphically) the products, allows to
visualize (graphically) the products on the basket and products on
2.2. Shopping assistant systems sale, as well as to find their exact location. In this way, it becomes
an interactive shopping guide, which supports consumers during
The most used shopping assistant systems are usually based their presence in the store. Hence, consumers can save time and
on the shopping trolleys available in the stores or on the enjoy the more efficient shopping experience.
consumers mobile devices (smart-phone, pocket pc, iPhone, etc.). The MSA, realized by the METRO Group Future Store Initiative,
In the evaluation process of different alternatives, these instead, consists of a new application for consumers
particular tools are capable to support consumers, by allowing own mobile equipped with a camera, which allows the interaction
them to fast compare different proposals, and providing detailed between consumers and the products available in the
and complete information on products and services. store (Fig. 3).
The mobile camera allows to scan the product barcode, which
allows the interaction with the products focusing the camera on
each good. Afterwards, the item can be added to the shopping
basked and consumers can ask for additional products informa-
tion. Furthermore, the system displays the scanned products, and
gives consumers the possibility to remove the single item,
visualize the total cost of the purchases and search for other
items in the store.
2.3. Smart mirror
Fig. 1. Application of RFID at Galeria Kaufhof Essen (Germany). Source: METRO To date, several researches are focusing on the development of
Group Future Store Initiative. smart mirrors, which should be available in the point of sale, but

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the shoes which better fit the consumers foot, and realize the best
customized final product.
This system can be located in the stores all over the world. In
this way, everywhere it is possible to scan the consumer foot,
send factory the information and start the production of the
crafted product, made to measure, which will be sent to the
consumer address.
In this scenario, some qualitative researches carried out that
consumers have a positive response on the introduction of new
technologies in traditional stores (Pantano, 2009). In fact, due to
the level of innovation, the presence of these technologies attracts
consumers attention and allows them to live new exciting
in-store experiences. Furthermore, the shopping experience
becomes more efficient because the systems support and guide
Fig. 3. The mobile shopping assistant (MSA). Source: METRO Group Future Store consumers during the shopping activity, providing customized
Initiative. messages and suggestion, and satisfying their information
requests.
3. Discussion
The current advances in technologies modify the store
appearance and the consumers in-store behavior. In fact, they
influence the course of searching for, choosing and comparing
products, as well as interacting with the products and providing
marketers new tools to understand consumer preferences and
needs.
In particular, three aspects of our results emerge from a
theoretical standpoint: (1) the possibility (for retailers) to achieve
fast information on consumer behavior, (2) the improvement of
the point of sale by introducing new entertainment tools and
Fig. 4. A prototype of smart mirror for optical products. Source: Acep Group.
(3) the positive influences on consumers shopping experience.
(1) The possibility to achieve fast information on consumer
behavior.
Nowadays, several researches show the increasing companies
need to be constantly informed on consumers preferences and
requests in order to create strategies capable to succeed in the
current changing market (Zahay and Peltier, 2008). In this
perspective, the technologies presented are capable to collect,
organize and manage information related to consumers
behavior, which can be accessed and updated constantly
and rapidly by retailers. In this way, they can have an efficient
feedback on consumer response about products, services and
retailing strategies.
Fig. 5. A smart mirror for handcraft shoes. Source: ACL de Tommaso. In particular, the interaction between consumers and the
technologies provides information about consumers prefer-
ences (i.e. about their favorite color, etc.), useful for improving
only few prototypes are currently available on a limited number the quality of the products in the store, and shows their own
of stores. opinion about the shopping experience (i.e. which kind of
The smart mirror consists of an integrated software and a messages influenced more the buying behavior). In fact, most
hardware system which recognizes consumer face and body by of these technologies are connected to databases with
a web cam and reproduces graphically him/her while wearing a information related to the products, consumers and related
certain product. purchases. In this way, an efficient match between databases
A meaningful prototype has been realized by Acep Group for allows to investigate consumers preferences, as well as the
optical products (Fig. 4). effectiveness of the use of the technologies and their willing
This particular system allows consumer to visualize how to use.
he/she looks in any frame of the store and to simulate the effect Furthermore, the use of these technologies allow to decrease
produced by the good. the cost of interaction between consumer and firm, necessary
Another meaningful example is the smart mirror developed by for the creation of a product/service which best fits consumers
de Tommaso Factory. This factory produces handcraft shoes and needs (Syam et al., 2005) and, as a consequence, supports the
introduced in its stores a particular technology based on the development of new customized marketing strategies.
technique of multidimensional scanning (Fig. 5). In particular, this (2) Improvement of the point of sale.
technique is capable to visualize via computer an accurate image The introduction of advanced technologies in the stores
of the consumer’ foot geometry. As consequence, the factory can modifies their appearance, in terms of style, layout and
create the plastic form and models used by artisans to produce atmosphere. In fact, the core of the store becomes the

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technology, which provides new services for consumers and service co-production (Fischer et al., 2009; Bharadwaj et al.,
communicates new customized messages. In fact, the stores 2009; Grant et al., 2010). Indeed, the interactivity of the
appearance seems more technological and futuristic. In technologies allows them to interact with the products of
particular, new elements capable to stimulate consumers the store and to search customized information. Furthermore,
attention and interest are introduced, by providing a new the technologies provide a high and fast customized service,
merchandise layout, which can also influence the consumers which allows consumers to save time.
expectations about the search efficiency. Furthermore, these
elements can affect the consumers in-store experience In this way, the shopping experience becomes more interesting
(Puccinelli et al., 2009). and exciting and as consequence it can affect positively the
In addition, in this new environment consumers can play with consumer buying behavior.
products as in a videogame, due to the high level of In addition, consumers can choose to exploit or not the new
interactivity of the technologies. In particular, consumers technologies in the point of sale. In particular, this option could
can ask the system for more customized information, virtually produce more positive attitudes towards using the system and
taste products, focus on some details, compare products and more positive attitudes towards the shop which propose this
gain useful information for supporting the choice of the best service (Reinders et al., 2008).
good.
In this way, these technologies introduce new enjoyable tools
in the stores and, due to their innovative characteristic, they 4. Conclusion
are capable to stimulate consumers interests.
The shopping experience, therefore, could become a funny This research analyzes the most used advanced technologies in
experience for a larger target of population. retail context in order to shed light on how they can affect the in-
For instance, the male population is not usually attracted by store shopping experience. The results suggest that consumers
the conventional stores, so that they often prefer the e-stores have a positive response of their introduction, due to the presence
(Otnes and McGrath, 2001), but the presence of these of new enjoyable elements. Importantly, consumers are willing to
technologies is capable to attract also this segment of engage more purchases due to the fun provided in the store.
population, by providing tools which can satisfy more their In this article, we presented advanced technologies that guide,
requests of the marketplace than a conventional point of sale. support, or even enable consumer in-store behavior, as well as
In fact, the aim of these technologies is to make the store advanced media applications that act as knowledge management
more comfortable for consumers, by providing services in a systems for knowledge communication of products (in addition to
funny way. As a consequence, they can spend more time, the traditional merchandise layout).
engage more purchases and a more frequency of buy. Hence, we can conclude that the introduction of new
(3) Influences on shopping experience. technologies in stores (1) modifies the appearance of the
The introduction of advanced technologies affects the point of sales, (2) improves shopping activity by providing
traditional decision-making process based on five steps: need new elements which can attract and excite more consumers,
recognition (1), search for information (2), pre-purchase (3) influences their subsequent buying behavior, (4) as well as
evaluation (3), purchase/consumption (4), post consumption provide new tools also which can satisfy a wider segment of
evaluation (5) (Solomon and Stuart, 2005; Blackwell et al., population.
2006). These findings provide insights for retailers, who can increase
their share of market by exploiting the potentialities of these
technologies. As such, they have important implications for the
In particular, it is possible to analyze how these technologies
study of consumers–computer interaction in the retailing con-
affect the different steps in order to understand their possible
texts.
influence on the consumers shopping experience:
(1) Need recognition: these technologies can inform consumers 5. Limitation and future works
about the new arrivals in the stores, and suggest them the
products capable to stimulate the emerging of new needs; It should be emphasized that new technologies influences can
(2) Search of information: the technologies become a useful tool come into play in different ways, according to the familiarity with
for consumers to achieve fast and detailed information about the specified technology, products and consumers attitude to buy
the products in the store, as well as for a further comparison besides what was investigated here.
among products; In addition, in the present research we analyzed only few
(3) Pre-purchase evaluation: on the basis of information achieved technologies, which have been introduced in the stores
through these technologies, consumers have new useful separately. In fact, it is possible that the integration of more
elements to make their choice. In this way, the technologies technologies in the same place may influence consumers in a
support the consumers decision-making; different way, but how the increasing number of these technol-
(4) Purchase/consumption: these technologies are capable to ogies affect consumers behavior is not fully investigated. More-
support consumers during the payment, for instance, they over, although we focused upon the most used technologies in
can automatically calculate the total cost of the purchases and this study, the results would likely extend to other technologies,
show the different payment options. If consumer enjoyed, the as well as to the consumers response to them.
shopping experience can decide to engage more purchases; Indeed, despite the increasing researches on the application of
(5) Post consumption evaluation: the presented technologies affect advanced technologies to retailing, the researches focusing on the
the consumers evaluation process. In fact, they improve the consumers acceptance of these systems in retailing contexts are
provided services and, as consequence, the consumer satisfac- still underdeveloped. Several authors focus on the enjoyment as
tion; therefore, they are capable to influence consumers an important factor which influencing users to use new
loyalty to the point of sale. Moreover the total service quality technologies (Ha and Stoel, 2009), but most of the researches
improves, due to the consumers active participation in the on consumer acceptance of new technologies focus only on

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