The Future of In-Store Technology

Dhruv Grewal, Stephanie Noble, Anne L. Roggeveen, Jens Nordfält

Research output: Contribution to journalArticlepeer-review

215 Citations (SciVal)


This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a 2 × 2 typology of different innovative and futuristic technologies focusing on their level of convenience and social presence for the consumer. Next, we offer a series of propositions based on the idea that convenience and social presence can trigger vividness by enhancing consumer involvement, imagery, and elaboration, which ultimately leads to enhanced sales. Finally, the paper then focuses on four moderating areas—consumer traits, product/service dimensions, mental models and social networks—to understand how they might impact the vividness experienced via the technology.

Original languageEnglish
Pages (from-to)96-113
Number of pages18
JournalJournal of the Academy of Marketing Science
Issue number1
Early online date11 Oct 2019
Publication statusPublished - 1 Jan 2020


  • Convenience
  • In-store technology
  • Retailing
  • Services
  • Social presence

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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