4.7 Article

Inclusive or exclusive? Investigating how retail technology can reduce old consumers' barriers to shopping

Journal

Publisher

ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2022.103074

Keywords

Ageing consumers; Social exclusion; Retailing; Consumer behavior; Human -computer -interaction; Old consumers; Retail technology

Categories

Ask authors/readers for more resources

This paper investigates the barriers faced by older consumers in in-store shopping experiences and explores how new retail technologies can help them achieve a sense of inclusion. The findings reveal the limited interactions between older consumers and in-store technologies, the need for developing new technologies to support them, and the potential exclusionary effects of these technologies. The results provide guidelines for retailers to enhance the sense of inclusion for older consumers through better utilization of new technologies.
This paper investigates older consumers in-store shopping experiences and the barriers that they face. The aim is to understand how new retail technologies (e.g., interactive in-store displays, self-service tills, robots etc.) can help seniors access satisfying, autonomous retail experiences, helping them to achieve a sense of inclusion in physical retail settings. Drawing upon the social inclusion/exclusion theory and information overload theory, the research employs a qualitative approach based on an inductive design, including face-to-face semi structured interviews with 36 consumers aged 75+. The findings highlight (i) old consumers have scarce interactions with in-store technologies (adding knowledge to motivations literature), (ii) the need to develop new technologies to support these consumers, and (iii) the extent to which these technologies are excluding rather than including old consumers (adding knowledge to the drivers of the field of exclusion). Results provide guidelines for retailers to enhance the sense of inclusion for old consumers through a better usage of new technologies.

Authors

I am an author on this paper
Click your name to claim this paper and add it to your profile.

Reviews

Primary Rating

4.7
Not enough ratings

Secondary Ratings

Novelty
-
Significance
-
Scientific rigor
-
Rate this paper

Recommended

No Data Available
No Data Available