The rise of consumer-facing technology in physical retail stores: An International Exploratory Study Between Portugal and the United Kingdom
Author
Veiga Moreira de Paiva, Ana Teresa
Term
4. term
Publication year
2017
Pages
138
Abstract
Retail has been transformed by technology and the growth of e-commerce, putting pressure on physical stores to redefine their role. This thesis examines the rise of consumer-facing technology in sports and fashion retail, through an international exploratory comparison of Portugal and the United Kingdom. It investigates why retailers invest in in-store technologies, which solutions they choose, how they are integrated, and the challenges encountered. The approach combines a literature review with qualitative methods: six semi-structured interviews with retail managers (four in Portugal, one in a prize-winning London sports store) and one with a Snapchat business specialist, plus visits to UK flagship stores to inventory technologies. Findings indicate that both markets use technology to enhance the shopping experience, but with different emphases: Portugal prioritizes functional efficiency (making purchasing easier), while the UK focuses on emotional value (unique, engaging experiences). Both pursue omnichannel integration, with UK retailers more advanced in linking online and offline via mobile technology for personalization, social sharing, and data collection for analytics; Portuguese strategies concentrate more on simplifying the purchase, and consumers adopt online and mobile more gradually. Digital signage is widespread in both countries, yet content differs: Portugal emphasizes prices and promotions, whereas UK stores feature emotional and aspirational messaging. The study outlines learning opportunities for Portugal and highlights areas for future research to support innovative physical store strategies.
Detailhandlen har gennemgået store forandringer drevet af teknologi og væksten i e-handel, hvilket lægger pres på fysiske butikker til at omdefinere deres rolle. Dette thesis undersøger fremvæksten af forbrugerrettet teknologi i sports- og modebutikker, med en international, eksplorativ sammenligning mellem Portugal og Storbritannien. Studien adresserer, hvorfor detailhandlere investerer i in-store teknologier, hvilke løsninger de vælger, hvordan de integreres, og hvilke udfordringer der opstår. Metoden omfatter litteraturreview, en kvalitativ tilgang med seks semistrukturerede interviews med detailledere (fire i Portugal, én i en prisvindende sportsbutik i London) samt én med en forretningsspecialist hos Snapchat, og butiksbesøg i britiske flagship-butikker for at kortlægge teknologier. Resultaterne peger på, at begge markeder bruger teknologi til at forbedre shoppingoplevelsen, men med forskellig betoning: i Portugal primært funktionel effektivitet (at gøre køb lettere), i Storbritannien primært følelsesmæssig værdi (unikke, engagerende oplevelser). Begge stræber efter omnichannel-integration, mens britiske aktører i højere grad kobler online og offline via mobilteknologi til personalisering, sociale delinger og dataindsamling til analyse; portugisiske strategier fokuserer mere på at forenkle købsprocessen, og forbrugerne adopterer online og mobil langsommere. Digital signage er udbredt i begge lande, men indholdet divergerer: i Portugal dominerer pris- og kampagneinformation, i Storbritannien emotionelt og aspirationspræget indhold. Studien identificerer læringspunkter for Portugal og fremhæver behov for videre forskning, der kan støtte udviklingen af innovative butikstrategier.
[This apstract has been generated with the help of AI directly from the project full text]