Perceptions of customer-facing digital technology: a qualitative interview study from grocery retail

Abstract

Purpose The purpose of this study is to provide in-depth knowledge on customer-facing technology and customer experience in the grocery retail sector, including how the value-added potential of customer-facing technologies may be enhanced. Design/methodology/approach The analysis is based on 30 in-depth interviews with “early adopters” of customer-facing digital retail technologies in the Norwegian grocery sector. Theoretically, the study draws on notions of the customer journey and customer experience. Findings The study contributes to deepening insights concerning how digital retail technology is used and may be geared to further increase value for customers, specifically how retailers may use data on customers and products to personalize digital retail technology offerings and gain a competitive advantage. The findings underline how customer value is context-dependent and show that while grocery retail customers primarily emphasize utilitarian benefits related to customer-facing technologies, hedonic benefits are valuable biproducts. Moreover, the study showcases how personalization is key in addressing customers’ needs and wants, and may serve to increase the overall value of customer-facing technologies for customers and retailers. Originality/value The study’s sector-specific focus on technology in use contributes to enhance knowledge on how digital retail technologies can be leveraged to the benefit of customers and retailers, including customers’ sector-specific needs and wants.