Are Retailers' Perceptions of Their Innovativeness and Technology Similar to Those of Consumers?

Abstract

This chapter explores the relationship between retail innovativeness and the level of technological advancement as well as the ICT solutions implemented by store chains of four retail activities – e.g. grocery, textile, electronics, and furniture and decoration. Innovation may become a source of sustainable competitive advantage in the highly competitive environments where retailers have to operate. In this chapter, retailers and consumers' perceptions are compared in order to assess if retailers' expectations of their efforts in innovation and ICT investment match with consumer perceptions about these decisions. Evidence exists of significant differences in consumer perceptions and behavioral intentions. As a result, differences in consumer behaviour are found between high and low innovators that may be explained by the strong relationship between retail innovativeness and the technology implemented by the store. Notwithstanding, these findings are sensitive to the type of product sold by the store.