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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.