No abstract

Information technology’s introduction of online retail has deeply influenced methods of doing business. However, offline retail has not changed as radically in comparison to online retailing. Recently, studies in computer science have suggested new technology that can support offline retailers, including sensors, indoor positioning, augmented reality, vision, and interactive systems. Retailers have recently shown interest in these technologies and rapidly adopted them in order to improve operational efficiency and customer experience in their retail shops. Marketing studies also address immersive marketing that employs these technologies in order to change ways of doing offline retail business. Even though there is much discussion concerning new trends, technologies, and marketing concepts, there is, as of yet, no investigation that comprehensively explains how they can be combined together seamlessly in the real world retail environment. This paper employs the term “smart store” to indicate retail stores equipped with these new technologies and modern marketing concepts. This paper aims to summarize discussions related to smart stores and their possible applications in a real business environment. Furthermore, we present a case study of a business that applies the smart store concept to its fashion retail shops in Korea.

Purpose – Despite much research on information technology (IT)-enabled organizational transformation (OT), there are still many issues to be addressed. The purpose of this paper is to fill this gap by proposing an integrative model that includes specific transformation resources, capabilities, and outcomes pertaining to the success of IT-enabled OT. Design/methodology/approach – Using the resource-based view, organizational learning theory, and business process reengineering, the authors developed an integrative model of IT-enabled OT. To validate this model, the authors conducted in-depth case studies of five firms that reported successful IT-enabled OT and five others that reported less successful. Findings – This study offers three important findings. First, flexible IT and policies were found to be key transformation resources. Second, training, teamwork, leadership, and project ownership were identified as key transformation capabilities. Third, strategic outcomes such as responsiveness, customer satisfaction, and business scope were suggested as key transformation outcomes. The benefits realized by the less successful group tended to be limited to the operational level. Overall, the findings provide evidence that strategic benefits from the success of IT-enabled OT can be obtained by combining specific transformation resources and capabilities. Originality/value – The results of this study make three contributions to the literature on IT-enabled OT. First, the authors shed light on the underlying mechanism by which specific transformation resources and capabilities lead to the improvement of specific outcomes. Second, IT-enabled OT has been conceptualized from a variety of theoretical perspectives. Third, the authors brought together the diverse literature on IT-enabled OT, presenting an empirically validated integrative model of IT-enabled OT.