Boundaryless retail: in-store technologies shaping fashion customer experience journeys

Purpose This study explores how young consumers use in-store technologies (ISTs) in fashion retail and their role in shaping the customer experience journey (CXJ), with particular attention to the underexplored integration of ISTs with personal devices across fluid physical and digital channels. Design/methodology/approach The study adopts a qualitative, multi-method approach, combining in-store observations and in-depth interviews with young fashion consumers, with data analysed thematically to identify behavioural patterns, motivations, and technology interactions across the CXJ. Findings Findings identify two dominant store-visit motivations: planned purchasing following online research and inspiration-led browsing without purchase intent. Smartphones emerged as central across all CXJ stages, revealing the interplay of convenience, interactivity, and integration. The study also uncovers persistent misalignments between retailers' intended use of ISTs and customers' actual behaviours, with several technologies perceived as underutilised or poorly aligned with consumer needs. Practical implications Retailers are advised to invest strategically in ISTs that are accessible, intuitive, and aligned with customers' varied intentions, whether purchasing, seeking inspiration, or exploring products, rather than deploying technology as an end in itself. Social implications The study highlights the importance of maintaining human warmth amid automation, emphasising the importance of inclusive phygital retail environments that reduce customer anxiety, support diverse needs, and enhance the social experience of in-store visits. Originality/value This study makes three key theoretical contributions: it redefines the role of ISTs in fashion retail, demonstrates how technology interactions shape the CXJ, and highlights the increasing blurring of digital and physical store boundaries.