International Conference on Information and Knowledge Technology

فارسی

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Aligning the Brick and Mortar cosmetic with digital transformation as the right way to overhaul the In-store Experience

Authors :

Mehrgan Malekpour¹ Federica Caboni²

1- موسسه آموزش عالی الغدیر تبریز 2- University of Cagliari

Keywords :

E-commerce, Sephora, Innovations, Cosmetic Industry, Online Purchase Intentions, retail formats, online retail, brick-and-mortar stores

Abstract :

Given the pace of changing technology in retailing, researchers are seeking a systematic understanding of its nature and investigating the impacts of new technology in this industry. Nowadays, traditional retail stores encounter enormous challenges from online retailers, and intelligent and immersive retail technology is a valuable tool for generating a unique in-store experience. Therefore, this research will consider traditional retailers' and customers' attitudes toward new technologies, investigate preferred purchasing channels for beauty products from the customer's point of view, and consider the effect of these technologies on customer's behaviour. Hence, this research can provide new insights on consumers' preference toward online or offline retail formats in the beauty industry in Iran to design a precise picture of future retail practices in store-based retailing or e-retailing in Iran. Additionally, this paper aims to deeply understand the beauty customer's attitude toward new technology importance in offline settings. Qualitative data from 18 in-depth consumer interviews depict several drivers like as (discount price, convenience, trust, interaction or getting information with reviewing other customer's comments, etc.) for purchasing from online platforms among participants and also several barriers (the lack of the opportunity of testing products, the lack of communication with retail staff for getting information, the lack of confidence) to consumers' acceptance of purchasing online. The juxtaposition of these factors as barriers or drivers depicts the importance of employing digitalization in physical stores as the best way for empowering them. The findings provide several managerial implications.