Despite the many theories that support and explain the evolution of retailing, none is supporting the evolution of retailing due to the advent of digital technologies in store that reshape the store format and impact in consumer experience. This research aims to overlap this gap in the literature starting from the direct observation of what happened to the format of stores that has implemented digital technologies. Particularly, the purpose is to deeply analyze: How change the sales area with the introduction of digital technologies? How change the disposition of the spaces in the store after the introduction of digital technology? If there are effectively changes on the store format due to the introduction of digital technologies in store, how they impact also on the theories of retailing evolution?
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