Smartphones and the reconfiguration of retailscapes: Stores,shopping, and digitalization |
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Institution: | 1. Institute of Value-Based Marketing, University of Münster, Am Stadtgraben 13-15, 48143 Münster, Germany;2. Tuck School of Business at Dartmouth, 100 Tuck Hall, Hanover, NH 03755, USA;3. University of Groningen, P.O. Box 800, 9700 AV Groningen, The Netherlands;1. Arcada University of Applied Sciences, Helsinki, Finland;2. Westerdals Oslo School of Arts, Communication and Technology, Oslo, Norway |
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Abstract: | The aim of this paper is to examine and conceptualize how the integration of smartphones is reconfiguring the retailscapes of stores and the implications that this has for retailers and consumers. Departing from an understanding of retailscapes as socio-material assemblages and drawing on an ethnographic study of mobile shopping, this paper shows how the integration of smartphones into the activities of in-store shopping is reconfiguring how store space is enacted. The integration of this digital device reorganizes the activities of shopping, and new informationscapes, socialscapes, and experiencescapes unfold as a result. In the process, stores are reconfigured, agencies change, and the relationship between consumers and retailers is remade. |
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Keywords: | Digitalization Mobile shopping Retail space Retailscapes Ethnographic method |
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