Multi‐Technological Solutions for In‐Store Smart Retailing

ABSTRACT Smart in‐store technologies are flourishing in retail, encompassing innovations such as smart carts, in‐store mobile applications, and self‐checkouts. Despite their growing coexistence, configuring these technologies throughout the consumer in‐store shopping journey remains underexplored. To address this issue, this study investigates effective multi‐technological solutions that benefit consumers and retailers in grocery store settings from a configurational perspective, focusing on service convenience, shopping value, and retail store image. In Study 1, we developed and tested a research model relating consumer‐oriented benefits (i.e., service convenience and shopping value) and retailer‐oriented benefits (i.e., retail store image) using partial least squares structural equation modelling (PLS‐SEM). In Study 2, fuzzy set qualitative comparative analysis (fsQCA) was used to examine the technology configurations that drive these benefits. Several effective multi‐technological solutions were identified. Results show that smart shopping carts play a central role in driving several benefits, as does their combination with self‐checkouts. Also, the absence of a touchscreen kiosk is identified as a core condition in an ideal shopping experience facilitated by smart shopping carts. The findings offer novel and actionable insights into effective configurational strategies for in‐store technologies in smart retailing practices.