How Innovative Technology Serves the Retailer: A Store Sales Cycle Model
Abstract
In an increasingly technology-driven retail landscape, retailers face the challenge of making the most effective decisions regarding the selection and use of innovative technology. Although previous research provides insights into the added value of technology, it does not directly guide retailers in overviewing and selecting technology that supports their sales operations. This chapter contributes to the field of retail technology studies by introducing a sales-oriented model intended to assist retailers in inventorying available technologies and making decisions regarding the selection and use of these technologies for their physical stores. The model uses an updated version of the seven steps of selling as a foundation and, in line with the resource life cycle, decision support system and self-service technology literature streams, proposes applying technology in such a way that it supports the stages of the retailer's sales process. This chapter concludes with a discussion of practical guidelines for applying the model.
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Acknowledgements
Acknowledgement
The authors express their gratitude to all members of the ShoppingTomorrow ‘Innovative Retail Technology Expert Group 2018–2019’ for their contribution to this chapter. The Innovative Retail Technology Expert Group is part of the national action and research program ShoppingTomorrow and initiated by Thuiswinkel.org, CLICKNL, INretail, Netherlands Chamber of Commerce, the Dutch Retail Agenda, Tuinbranche Nederland and Techniek Nederland.
Citation
Verhagen, T. and Weltevreden, J. (2020), "How Innovative Technology Serves the Retailer: A Store Sales Cycle Model", Pantano, E. (Ed.) Retail Futures, Emerald Publishing Limited, Leeds, pp. 3-14. https://doi.org/10.1108/978-1-83867-663-620201006
Publisher
:Emerald Publishing Limited
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