Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping

Pantano, Eleonora, Viassone, Milena, Boardman, Rosy and Dennis, Charles ORCID: https://orcid.org/0000-0001-8793-4823 (2022) Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping. Journal of Retailing and Consumer Services, 68 , 103074. ISSN 0969-6989 [Article] (doi:10.1016/j.jretconser.2022.103074)

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Abstract

This paper investigates older consumers in-store shopping experiences and the barriers that they face. The aim is to understand how new retail technologies (e.g., interactive in-store displays, self-service tills, robots etc.) can help seniors access satisfying, autonomous retail experiences, helping them to achieve a sense of inclusion in physical retail settings. Drawing upon the social inclusion/exclusion theory and information overload theory, the research employs a qualitative approach based on an inductive design, including face-to-face semi structured interviews with 36 consumers aged 75+. The findings highlight (i) old consumers have scarce interactions with in-store technologies (adding knowledge to motivations literature), (ii) the need to develop new technologies to support these consumers, and (iii) the extent to which these technologies are excluding rather than including old consumers (adding knowledge to the drivers of the field of exclusion). Results provide guidelines for retailers to enhance the sense of inclusion for old consumers through a better usage of new technologies.

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