Technology‐Aided Customer Experience Innovation: Implementation Modes in Retail

ABSTRACT Retailers are increasingly leveraging emerging digital technologies to enhance and deliver memorable and timely customer experiences. However, more research is needed to understand how these technologies are being implemented. Therefore, we conducted an fsQCA analysis of 32 retail cases of early adopters of beacon technology. Our findings reveal three main modes of implementation of emerging digital technologies in the retail customer experience: automation , augmentation , and customization . These modes can be interpreted as enablers that enhance the value of utilitarian and/or hedonic experiences, rather than as drivers of innovation per se. Our study adds a new perspective to the debate about the role of digital technologies in driving innovation. Moreover, the three modes identified provide managers with practical guidelines for the implementation of emerging digital technologies in retail environments.