Technology and Customers’ Experiences in Fashion Physical Stores: The Case of Sweden

Abstract: Title: Technology and Consumers’ Experiences in Fashion Physical Stores: The Case of Sweden Level: Master Thesis in Business Administration Author: Meron Kebede Abebaw; Willard Kingstone Matukuta Supervisor: Agneta Sundström, PhD Examiner: Maria Fregidou-Malama, PhD Date: May, 2018  Aim: The aim of this study is to analyze whether in-store digital technology in fashion retailers are used to change the customers’ shopping experience and behavior. Method: This study chooses qualitative research and used both primary and secondary data collection as method. Results and conclusions: This study have reached to conclude that: with the current advances in technology, physical stores can use in-store technology to give customers a new experience; physical stores perceive that using in-store digital technology will change customers shopping experience. Also, marketing mix inputs and technology affect customers’ behavior. Suggestions for future research: For future research, how smart fitting rooms may influence the customer experience in the physical store will be important to study. Researchers can also consider understanding customer responses to in-store technology. Finally, a customer’s perspective to both suggestions should improve the knowledge on whether digital solutions are preferred in in-store shopping or not. Contributions of the thesis: This thesis contributes to the current state of theories on in-store technology by showing atmosphere has effect on customers’ experiences and behavior in addition to the marketing mix. On the managerial perspective, analyzing the installation of this technology will enable to identify its effect on customers’ experiences and behavior. In addition, on the societal perspective, the behavior of customers will help in motivating younger generation to utilize this in-store technology.