The influence of new technologies on shopping values: an exploratory research at a retail level

This research aims to analyse the potential impact of new technologies on the shopping experience with particular reference to the shopping values (utilitarian and/or hedonistic). For collecting a preliminary answer to the research question, Authors have selected 9 cases of technology implementation at a retail level thanks to a secondary data analysis on retailing reports about innovations (GS1, Deloitte, PwC, Kiki Lab). Using a demi-structured research protocol, 5 retail marketing specialists were asked to express their evaluation about the potential impact of new technologies on shopping values. Relying on this exploratory research results, Authors propose 3 qualitative clusters of technology implementations at a retail level depending on the prevalence of utilitarian or hedonistic values.