The Internet of Things (IoT) represents a shift towards a digitally enriched environment connecting smart objects and users that promises to provide retailers with innovative ways to approach their customers. IoT technologies differ from previous innovations as they are ubiquitous, intelligent and autonomous. Research into the customer acceptance of IoT services in retailing is scarce and the relevance of technological autonomy has been neglected. Hence, the aim of this research was to assess the relevance of technological autonomy in the IoT service acceptance and to investigate factors influencing the willingness to accept. Based on the technology acceptance model (TAM) this research proposed a new model that consists of seven perceptional factors and degree of autonomy. In a between-subject experimental design, data from 167 supermarket customers was analysed using multiple (moderated) regression. First, degree of autonomy statistically significantly influences intention to accept IoT retail services. The results emphasize that the customer acceptance intention of IoT services decreases when technological autonomy grows. Further, support for the positive direct effects of perceived usefulness, compatibility, enjoyment, and technology trust in intention to accept was found. Ease of use, behavioural control and credibility did not play a significant role. Remarkably, support was found that enjoyment and technology trust gained relevance in situations when technological autonomy was high. These findings highlight that perceptions of relative advantage in enjoyment and trust are important, especially when technologies are highly autonomous. Finally, the insignificance of ease of use challenges the robustness and applicability of TAM in latest technologies. The findings encourage future research to consider degree of autonomy in other contexts of IoT technology acceptance.

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The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and practitioners concerning promotional strategies that can be adopted in omni-channel retailing.

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Social media are extensively used by customers and businesses in the B2C domain but the objectives and the way the two parties use them are different. Based on the uses and gratifications theory, the article identifies similarities and differences in motives and use of social media in retailing. The study establishes that retailers attribute different values to social media tactics than the values experienced by customers and identifies differences in motives and usage of social media by the two parties. The findings underline the ambiguity as to the value and effectiveness of social media, underlying the need for better analysis and understanding of customer value drivers and expectations when business engage social media as marketing strategy. The findings form the basis of a social media B2C value gap model that identifies value gaps experienced by retailers and consumers using social media applications as part of their online and traditional interactions.